Detect Cancer Earlier marketing campaign: evaluation report 2022/2023

3. SMART Marketing Objectives

The campaign set out to achieve the following objectives, among the target audience by June 2023:

• 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 by 3 percentage points.
  
• Increase disagreement that whether you survive and live well after cancer is largely down to luck and fate by 4 percentage points.
  
• Increase the proportion who identify all three benefits of taking action (more treatment options available, more likely to live well again and better news to tell the family) to detect cancer earlier mentioned in the campaign by 4 percentage points.
  
• Increase the proportion who say they are very likely to contact their GP practice with suspected cancer symptoms by 3 percentage points.
  
• Achieve a figure of 70% prompted awareness for the new overarching campaign.
  
• Achieve 48% of campaign recognisers^[3] reporting they had taken action as a result of the campaign.