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  • Ang2

' Be Clear on Cancer '

Client: Anglia Cancer Network
Brand: Be Clear on Cancer

The challenge

The three most commonly occurring cancers for people aged 50 or more are breast, bowel and lung. Early diagnosis can make all the difference. The sooner cancer is detected, the better the chances of successful treatment. How could we nudge people who spotted signs of cancer to go to their doctor to get checked out?

Audience insight

By talking to people over 50 we learnt that they found the symptoms of these cancers difficult to talk about; for example, blood in your poo doesn't make for an easy conversation. We needed to overcome this, finding a way to communicate the symptoms that would take the stigma out of them and encourage conversations. We did this by writing a country and western-themed song – The Ballad of Bob & Sue - which tells a humorous story about a couple’s relationship and how they reacted when they experienced cancer symptoms. We took the song on tour at events across Anglia, backed by street teams who could engage people one on one.

Results

An independent evaluation found that 55% of the target audience could recall at least one element of the campaign. More than one third (35%) of respondents exposed to the campaign reported engaging in at least one positive health action as a result.

One more thing

29% of people who heard the song engaged in a positive action as a result, such as checking themselves for signs or visiting a GP.

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