Yorkshire Cancer Research has launched its annual ‘Give it some Welly’ fundraising campaign with the help of Leeds-based PR agency Prohibition.

The multi-phased campaign started on July 1 with an art installation at Castle Howard. The campaign intends to raise funds for the prevention, diagnosis and treatment of cancer.

The charity worked with Castle Howard  and Yorkshire artist Anita Bowerman on the art installment, titled ‘Give Cancer The Boot’. The piece features 191 stainless steel wellington boots to symbolise the 191,000 Yorkshire people who are living with cancer, or have survived cancer because of advances in early diagnosis and treatment.

The campaign will end on August 1, Yorkshire Day, with a record attempt at the world’s biggest virtual welly wanging event. The event will be available on Prohibition’s Facebook.

PR Manager at Yorkshire Cancer Research, Nikki Brady, said they had been working with Prohibition for a number of months to try and give this year’s campaign a high profile.

“The campaign is fully underway now and we have already had some positive results, all of the team are really excited about our world record attempt on 1st August and Prohibition have been instrumental in making that a reality,” Brady said.

Chris Norton, MD and founder at Prohibition, said: “When Yorkshire Cancer Research approached us to deliver this integrated campaign, we knew we had to launch something truly special and meaningful, that helped support the charity’s ambitious target to fund £10 million of world leading research.”

Norton added that the sculpture at Castle Howard received a great response from the public and the media, and he was excited to put Yorkshire in the spotlight with its world record attempt.