Public Health England
Be clear on cancer
A national campaign to dispel uncertainties surrounding cancer and normalise seeking GPs’ opinions.
The challenge: Britain’s embarrassment or inability to recognise cancer symptoms has made our cancer survival rates the lowest in Europe. Ignoring or simply not knowing the signs and symptoms of cancer can be fatal. But it’s hard to forget a conversation with someone who’s been there themselves. Our objective was to educate niche audiences on the key signs and symptoms of cancer and encourage people to visit their GP.
92% more likely to visit a GP if they had any oesophageal cancer symptoms
1 in 6 visited a GP as a result of engagement
*Third party research by TNS
What we did: In order to spread the message far and wide we created a truly integrated campaign called “Be clear on cancer” that used clear and simple messaging to dispel some of the uncertainties surrounding cancer and normalise seeking GPs’ opinions.
The campaign consisted of TV, radio, OOH and digital advertising to spread the message far and wide alongside personal F2F events in which our team of specialist brand ambassadors and local nurses created a more sensitive, human touch by using their own stories to bring home campaign messages.