Empowering action: a multi-channel campaign to encourage early cancer detection in Wales
Freshwater worked with national charity, Cancer Research Wales, to encourage more people with signs and symptoms of cancer to visit their GP.
We developed a multi-channel campaign and stakeholder engagement strategy to target those most likely to be at risk of developing cancer.
Sectors
Related services
Over six million
advert impressions as a result of paid digital activity
17,800
visitors to the campaign landing page
200 +
pieces of coverage secured
Brief
To increase the number of people with signs and symptoms of cancer to visit their GP, Freshwater was asked by Cancer Research Wales to deliver a multi-channel campaign.
The campaign needed to involve Cancer Research Wales stakeholders in the planning and delivery, and specifically target people aged 50 and over whose risk of cancer is elevated.
Delivery
At the outset, the campaign creative and messaging was developed.
We used the ‘rule of three’ in developing the campaign strapline so that the message would stick and engage with the target audience and convey the information effectively – Don’t put it off. Don’t worry. Get checked.
Campaign assets featured photographs of people who fitted the profile of the target audience to help the campaign resonate with those it was trying to reach, while also adding a human element to the campaign.
The campaign messaging used simple language that spoke directly to the audience and offered clear instruction on what to do if someone was concerned about their health.
A channel strategy was mapped out identifying platforms and targeting that would be most effective in speaking to the target audience.
Channels included Facebook, YouTube, Twitter, radio, TV (Sky, S4C, ITV), and newspaper and bus advertising, which was complemented by media relations activity.
We developed a 30-second film and built a campaign microsite which we directed people to via our ads to find out more about the campaign.
A stakeholder toolkit was also developed and delivered to NHS trust communications teams to maximise opportunities for stakeholders to amplify the campaign messaging through their own channels.
Results
Paid digital activity gained mass exposure for the campaign with over six million advert impressions across the channel mix, and over 17,800 users landing on the campaign website.
The campaign attracted 200 pieces of coverage including The Evening Standard, Daily Mail and numerous Wales-based publications.
On social media, shares from actor Michael Sheen and TV presenter Victoria Derbyshire generated additional exposure outside of the paid-for channels and strategy.