Detect Cancer Earlier marketing campaign: evaluation report 2022/2023
An overview of the Detect Cancer Earlier campaign which ran from 6 to 31 March 2023, including independent evaluation results.
11. Evaluation research
Pre and post campaign evaluation was carried out online by an independent research agency.
Questions were asked of adults aged 40+ in the C2DE social grades. The pre wave sample size was 602 people; post wave 613 people. The data was weighted by age/social grade interlocking and by STV viewing habits to ensure that the results were representative of the target audience and ensure consistency between waves.
Fieldwork dates were as follows: Pre-wave: 1 – 5 March 2023; Post-wave: 3 – 14 April 2023.
Campaign performance against SMART objectives
All targets were either met or exceeded among people who recognised the campaign.
Among the general C2DE 40+ target audience, three out of six of the SMART objective targets were either met or exceeded, illustrating good awareness of the campaign and action being taken as a result of it. During the campaign period, there was a high rate of other communications regarding cancer (for example, articles in the news and other campaigns on TV) which may have negatively impacted on cancer attitudes.
SMART objectives set and results achieved versus target are provided below.
SMART objective |
Target |
Achieved |
Campaign recognisers[7] |
|---|---|---|---|
Increase strong agreement that you can improve the chance of surviving and living well after cancer by getting possible cancer symptoms checked as early as possible |
66% (+3pp) |
61% (-2pp) |
66% |
Increase disagreement that whether you survive and live well after cancer is largely down to luck and fate |
54% (+4pp) |
52% (+2pp) |
56% |
Increase the proportion who identify all three benefits of taking action to detect cancer earlier mentioned in the campaign |
53% (+4pp) |
53% (+4pp) |
57% |
Increase the proportion who say they are very likely to contact their GP practice with suspected cancer symptoms |
69% (+3pp) |
65% (-1pp) |
69% |
Awareness of the new overarching campaign (prompted recognition) |
70% |
73% |
N/A |
Proportion of recognisers taking action as a result of the campaign |
48% |
76% |
N/A |
Further measures
- Just over half (53%) of those spontaneously aware of any advertising or publicity on getting checked early for cancer gave possible campaign mentions when asked to describe what they had seen or heard, and a fifth (19%) gave specific descriptions of this creative.
- There was good multi-channel recognition: just under half of the total sample recognised 2+ channels, and a quarter 3+.
- The campaign message was clear and well understood; the main message take-out was the 'get checked' message, mentioned by seven in 10; around three in 10 talked about symptoms/unusual changes, and/or the importance of early detection.
- The campaign achieved high levels of engagement: the engagement metric (RUSTIC-M[8]) was 81%.
- Overall, the vast majority (91%) said that they were very or quite likely to contact their GP practice if they spotted possible symptoms. While the target was not quite met, there has been a positive trend since the pandemic (from 57% saying very/quite likely in 2021 to 65% now).
Contact
Email: sgmarketing@gov.scot
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