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Helping people detect early signs of cancer with The Scottish Government

Scottish Government

Four helped to advise our target 45+ female audience about their health concerns via a video, featuring Elaine C Smith holding pictures, of real female breasts with visible signs of cancer. 

Four worked with over 500 different organisations to spread the 'lumps aren't the only sign' message, we 'hijacked' local landmarks, placing the 'Don't Get Scared, Get Checked' placards on them.

The campaign was a success with over £900,000 worth of coverage, 200,000 views of the advert (making it the most viewed Scottish Government advert on YouTube), over 10,000 visitors to the NHS Inform website and an uplift of almost a third over the same period of previous years.

GP's also saw a 50% rise in the number of women with concerns about signs of breast cancer over the campaign period. Research also showed that double the number of women now have spontaneous knowledge of breast cancer symptoms.

The campaign won two golds at the CIPRide Scotland awards for Best Public Sector campaign and Best Use of Media Relations.