Detect Cancer Earlier marketing campaign: evaluation report 2022/2023

14. Conclusion

The first burst of the 'Be the Early Bird' campaign has performed well and results indicate that there is clear scope for the campaign to build on its first outing to deliver even greater results.

The new creative approach, combined with the multi-channel media strategy delivered high reach, cut-through and engagement, which is reflected in positive/strong campaign recall.

The content partnerships worked well overall, to provide a human voice to the campaign, adding to its credibility.

The deeper engagement achieved through the roadshow was an important element of the campaign, addressing people's personal fears through a two-way conversation in person.