Detect Cancer Earlier marketing campaign: evaluation report 2023/2024

2. Target audience

The target audience for this campaign was adults in Scotland aged 40+ in the C2DE social grades^[1]. This reflects the fact that those living in areas of higher deprivation have a higher risk of cancer, are less likely to take part in screening and more likely to present at a later stage, when the chance of survival is lower^[2]. This also aligns to latest clinical guidance reflected in the Scottish Referral Guidelines for Suspected Cancer.