Discourse analysis: Beneath the surface of language
Seamus O'FarrellProstate Cancer UK
I joined what was then called The Prostate Cancer Charity as CMO in mid-2011. The charity had been doing great work but there were clear business problems: the subject was far too low on national agendas (health, political, media, general public) far too few people knew who we were or what we did, and we needed more funds.
As Gill Ereaut described in her article (Market LeaderJanuary 2013) I realised we needed to aspire to something like the breast cancer cause. After all, prostate cancer is...