Detect Cancer Earlier marketing campaign: evaluation report 2022/2023

5. Media approach

The campaign used a multi-channel approach to build awareness and reach the target audience across Scotland the required number of times to create the required impact.

• TV was the primary channel to reach the target audience and build an emotional connection, as well as to reach wider friends and family influencers.
• A programme of ad break takeovers with STV was used to create additional cut through during the campaign. Using well-known presenter Sean Batty, the ad break was interspersed with early detection messages and reinforced the importance of being the early bird.
  
• Out of home (poster sites and bars) visibly reinforced the TV execution to boost recognition and reach.

Press advertorials (print/online) and radio features were used to share deeper level content with real survivor stories to build greater connection, combat fear and tell the story of living well.

• Digital media supported more niche targeting of specific audiences to increase reach and frequency of message.
• Paid search was also used to support the campaign and drive traffic to GetCheckedEarly.org.

Paid-for-media aimed to reach 94.2% of the target audience (C2DE adults 40+), giving them 10.5 opportunities to see/hear the 'Be the Early Bird' campaign.