Our single overarching aim for the Detect Cancer Early campaign is to build belief that cancer can be beaten, when detected early.
With a hard-to-reach core audience who hold a fatalistic “death sentence” view of cancer and procrastinate about seeing their GP, the challenges are rife.
We deploy creative and visual tactics to get our message heard.
Screen Stars quickly proved to be a highly effective, eye-catching and low cost tactic as ladies from areas with low screening uptake rushed to back our ‘Walk of Fame’ activity in Breast Cancer Awareness Month.
With watertight text response evaluation, we know that around 100 women texted to make or reschedule their breast screening appointment directly because of PR during a concentrated burst of activity.