Turning a Football Pub Into a Men's Health Conversation Starter: How Quince Delivered 300+ Pieces of Coverage for Medichecks with Chris Kamara

At Quince, we love campaigns that solve a genuine communications challenge rather than simply generate headlines.

For Medichecks, the challenge for their summer men's health campaign was clear: how do you encourage men to engage with conversations about their health when many actively avoid them?

The answer wasn't another awareness campaign. It was a pub.

We needed to create a campaign capable of cutting through crowded media landscapes, while encouraging meaningful conversations around preventative health.

Rather than asking men to engage with health messaging in traditional healthcare environments, Medichecks took the conversation somewhere far more familiar by developing The Well Man Arms: a football-themed pub takeover at Nottingham's iconic Trent Navigation Inn.

Timed to coincide with England's summer football fixtures, the activation transformed the venue into a space where conversations about cholesterol, testosterone, fertility, prostate health and preventative testing could sit comfortably alongside discussions about team selections, transfer rumours and match predictions.

To amplify the message, we partnered with former footballer and broadcaster Chris Kamara.

Kammy's longstanding connection with football audiences made him a natural fit, but it was his openness about his own health journey (including his diagnosis with apraxia of speech and thyroid issues) that brought genuine credibility to the campaign.

The campaign was designed from the outset as an integrated earned media opportunity.

Alongside the activation, Quince developed a national research story built around the findings from Medichecks' study of 2,000 UK men, creating a compelling data-led narrative for consumer media.

We commissioned research that revealed a striking contradiction at the heart of men's health.

While 92% of men said they would encourage a friend to visit a GP if they were experiencing concerning symptoms, nearly half (47%) admitted they had delayed seeking medical advice themselves for exactly the same issue.

The data highlighted a significant behavioural gap. Men are often willing to support others with their health but far less likely to prioritise their own wellbeing.

The Results So Far

The campaign has generated significant national attention and continues to build momentum.

Results to date include:

• More than 300 pieces of comsumer media coverage

• National consumer coverage across The Sun, Daily Express, Daily Mirror and Daily Star

• Regional and local media coverage across the UK

• A broadcast interview on ITV Central

• Extensive online syndication and digital coverage

• Widespread social media engagement and discussion

Combined with a strong media strategy, a relatable spokesperson and a creative activation with clear visual appeal, the campaign delivered the ingredients journalists look for: relevance, originality, credibility and human interest.

Most importantly, it helped start conversations that matter.

For Medichecks, success isn't just measured in headlines. It is measured in raising awareness of preventative health and encouraging more men to take their own advice when it comes to looking after their wellbeing... and at Quince, that's exactly the kind of impact we aim to create.