Detect Cancer Earlier marketing campaign: evaluation report 2022/2023

4. Campaign Development and Delivery

Extensive research was undertaken with the target audience in Spring 2022 to provide audience insight and inform the development of the campaign.

The research^[4] concluded that many of the audience have conflicting views and inconsistent behaviour around cancer. The majority feel cancer is indiscriminate, largely a matter of luck and fate – undervaluing the impact of acting early in the case of symptoms and participating in screening. Fear of cancer goes beyond the fear of death: research showed that people also fear the whole process from diagnosis, the impact it may have on those around them, the treatment process and quality of life during and after treatment.

However, research^[5] also identified a number of motivators to encourage early cancer detection:

• A better understanding of how early detection can make a difference to a range of outcomes can bring greater positivity.
• The hope of a 'normal' life after, or if living with cancer, has the potential to engender a greater sense of optimism and resilience.
  
• Reassurance that cancer detection and treatment remains a priority for the NHS is also motivating.

Based on these research findings, creative approaches were tested^[6] with our target audience and the recommended 'Be the Early Bird' route was found to have the greatest potential to empower and enable behaviour change amongst the target audience.

The concept is based on the well-known 'early bird catches the worm' sentiment. Using this reframing in cancer communications reflects an important, positive step change in language for DCE and has strong potential to motivate action⁴.

• It was found to have creative impact and memorability, to convey a strong sense of the value of taking early action, and engender a sense of optimism beyond just finding cancer early and surviving it.
• The route was successful in driving home the importance of an individual needing to take action themselves (to contact their GP practice if they suspect cancer symptoms) in detecting cancer early. It also successfully provides the link between taking early action and the possibility of better outcomes and the chance to live well again, leaving the target audience more hopeful about cancer.
• The use of subtle humour was also well received as it helps make the subject approachable and the human characteristics of the birds helped the audience to connect with the animation.