NHS Cancer Barrier ⎯ Don’t Wait. Check
Breaking the fear barrier to earlier cancer diagnosis
Government & Public Sector
Healthcare & Pharma
Brief
The plan focuses on cancer campaign strategy to drive earlier diagnosis of cancer, focusing on tackling the underlying barriers to earlier diagnosis that cut across cancer types, along with increasing earlier diagnosis for cancers of particular concern, with key ‘red flag’ symptoms. While completing the job of recovery from the impact of the pandemic remains important, our focus is on maximising the potential of campaigning activity to improve early diagnosis rates across a wide range of cancers aiming to:
Deliver against tackling the ‘fear barrier’ to earlier presentation.
Support increased levels of knowledge of cancer symptoms – both for existing ‘campaign symptoms’ as well as new ones.
Address new barriers, through activity focused on increasing body awareness; and
Continue to support increased uptake of screening programmes.
Strategy
We included a mix of smaller and larger community stations to effectively reach the target audience, supported by an always‑on campaign delivering around 7–8 spots per day. The spots are scheduled during drive time and within high‑listenership programming such as music, news, and current affairs. Based on NHS data showing higher cancer rates in the Northeast, we added key stations across Yorkshire and Middlesbrough to reach these communities. To engage C2DE audiences, we also selected a range of stations covering deprived areas identified by the ONS, including parts of Middlesbrough, Birmingham, Manchester, Rochdale, Leicester, and Bradford.
Results
With excellent media placement on key community stations reaching the target audience, the client was eager to launch another burst of this campaign, focusing on greater involvement from community members and highlighting their case studies. The campaign delivered significant results, demonstrating strong audience engagement and impact.
1.4m+
impacts delivered, with +22% uplift in awareness.
7–8 spots
spots per day ensured strong message reinforcement
Drive-time
Activity boosted recall and engagement.
Wide reach
C2DE communities supported earlier diagnosis and screening
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
NHS Cancer Barrier ⎯ Don’t Wait. Check
Breaking the fear barrier to earlier cancer diagnosis
Government & Public Sector
Healthcare & Pharma
Brief
The plan focuses on cancer campaign strategy to drive earlier diagnosis of cancer, focusing on tackling the underlying barriers to earlier diagnosis that cut across cancer types, along with increasing earlier diagnosis for cancers of particular concern, with key ‘red flag’ symptoms. While completing the job of recovery from the impact of the pandemic remains important, our focus is on maximising the potential of campaigning activity to improve early diagnosis rates across a wide range of cancers aiming to:
Deliver against tackling the ‘fear barrier’ to earlier presentation.
Support increased levels of knowledge of cancer symptoms – both for existing ‘campaign symptoms’ as well as new ones.
Address new barriers, through activity focused on increasing body awareness; and
Continue to support increased uptake of screening programmes.
Strategy
We included a mix of smaller and larger community stations to effectively reach the target audience, supported by an always‑on campaign delivering around 7–8 spots per day. The spots are scheduled during drive time and within high‑listenership programming such as music, news, and current affairs. Based on NHS data showing higher cancer rates in the Northeast, we added key stations across Yorkshire and Middlesbrough to reach these communities. To engage C2DE audiences, we also selected a range of stations covering deprived areas identified by the ONS, including parts of Middlesbrough, Birmingham, Manchester, Rochdale, Leicester, and Bradford.
Results
With excellent media placement on key community stations reaching the target audience, the client was eager to launch another burst of this campaign, focusing on greater involvement from community members and highlighting their case studies. The campaign delivered significant results, demonstrating strong audience engagement and impact.
1.4m+
impacts delivered, with +22% uplift in awareness.
7–8 spots
spots per day ensured strong message reinforcement
Drive-time
Activity boosted recall and engagement.
Wide reach
C2DE communities supported earlier diagnosis and screening
More Works
(MRA — 02)
©2024
NHS Cancer Barrier ⎯ Don’t Wait. Check
Breaking the fear barrier to earlier cancer diagnosis
Government & Public Sector
Healthcare & Pharma
Brief
The plan focuses on cancer campaign strategy to drive earlier diagnosis of cancer, focusing on tackling the underlying barriers to earlier diagnosis that cut across cancer types, along with increasing earlier diagnosis for cancers of particular concern, with key ‘red flag’ symptoms. While completing the job of recovery from the impact of the pandemic remains important, our focus is on maximising the potential of campaigning activity to improve early diagnosis rates across a wide range of cancers aiming to:
Deliver against tackling the ‘fear barrier’ to earlier presentation.
Support increased levels of knowledge of cancer symptoms – both for existing ‘campaign symptoms’ as well as new ones.
Address new barriers, through activity focused on increasing body awareness; and
Continue to support increased uptake of screening programmes.
Strategy
We included a mix of smaller and larger community stations to effectively reach the target audience, supported by an always‑on campaign delivering around 7–8 spots per day. The spots are scheduled during drive time and within high‑listenership programming such as music, news, and current affairs. Based on NHS data showing higher cancer rates in the Northeast, we added key stations across Yorkshire and Middlesbrough to reach these communities. To engage C2DE audiences, we also selected a range of stations covering deprived areas identified by the ONS, including parts of Middlesbrough, Birmingham, Manchester, Rochdale, Leicester, and Bradford.
Results
With excellent media placement on key community stations reaching the target audience, the client was eager to launch another burst of this campaign, focusing on greater involvement from community members and highlighting their case studies. The campaign delivered significant results, demonstrating strong audience engagement and impact.
1.4m+
impacts delivered, with +22% uplift in awareness.
7–8 spots
spots per day ensured strong message reinforcement
Drive-time
Activity boosted recall and engagement.
Wide reach
C2DE communities supported earlier diagnosis and screening
More Works
©2024