4th June 2026
Case Study for Prostate Cancer UK: How Interactive Design Transformed Engagement at the Herts County Show
When it comes to charity fundraising and awareness at major public events, standing out in a crowded exhibition field is always a challenge. Passersby are often hesitant to engage with sensitive health topics, making the role of the exhibition stand absolutely critical. Our stands need to invite curiosity, break down barriers, and spark meaningful conversations.
At the recent Herts County Show over the bank holiday weekend, we put this philosophy to the test for Prostate Cancer UK. For this event, we utilised a custom-designed, large-format True or False playing card game. The concept was beautifully simple yet incredibly effective. The front of each card displayed a compelling statement, such as: "You're more likely to get prostate cancer if your dad has had it." The reverse side then revealed the True or False answer alongside vital, life-saving information.
The results proved that transforming a passive display into an experiential space drives engagement. The team secured 39 high-quality supporter sign-ups. More impressively, the campaign achieved a Fundraising Efficiency score of 10, representing a higher efficiency than the benchmarks we have seen when taking previous clients to the same events. The demographic data from the sign-ups also aligned perfectly, as 74% of them were male. Furthermore, these donors showed incredible commitment to the cause, yielding a 95% Gift Aid agreement rate and a strong average donation value of over £9.
By turning health education into an interactive game, we gamified the conversation. It gave the face-to-face team the perfect, low-pressure icebreaker to approach visitors.
The success at the Herts County Show is a masterclass in why exhibition stands must be treated as highly important, experiential spaces. By investing in creative, tactile, and interactive elements like large-format playing cards, you do not just hand out leaflets, you start a dialogue. For Prostate Cancer UK, those dialogues turned into invaluable new donors, historic fundraising efficiency, and most importantly, vital health awareness spread across a key demographic.
