Detect Cancer Earlier marketing campaign: evaluation report 2022/2023

Footnotes

1. Social Grade is the 'common currency' social classification used by the advertising industry and employed throughout marketing, advertising and market research. The classification assigns every household to a grade, usually based on the occupation and employment status of the Chief Income Earner in the household.

2. Cancer strategy 2023 to 2033 - gov.scot (www.gov.scot)

3. Campaign recognisers refers to respondents who recognise any element of the campaign when they are shown the campaign at the post campaign evaluation.

4. Detect Cancer Early: Insight gathering research and territory testing (March 2022) - Fieldwork was conducted between 2 and 24 March 2022. All participants were C2DE and aged 40+. Research consisted of 24 online focus groups and 10 remote Zoom interviews.

5. Detect Cancer Early: Insight gathering and territory testing (March 2022).

6. Detect Cancer Early: Creative testing research (October 2022). Fieldwork was conducted between 24 and 26 October 2022. All participants were C2DE, aged 40-80 and had mixed or fearful attitudes towards cancer. Research consisted of 8 online focus groups.

7. Campaign recognisers: Respondents who recognise any element of the campaign when they are shown the campaign at the post campaign evaluation.

8. Relevance, Understanding and knowledge, Stand-out/salience, Trust, Interest, Credibility/self-efficacy, Motivation. Measured using a battery of statements with which respondents are asked to agree/disagree.