Detect Cancer Earlier marketing campaign: evaluation report 2023/2024

5. Media approach

The campaign once again used a multi-channel approach to build reach and frequency of message across Scotland amongst the target audience.

• TV was the primary channel used to reach the target audience and build an emotional connection, as well as reaching wider friends and family influencers.
• STV ad break takeovers were used to create additional cut through. 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 pharmacies) visibly reinforced the TV execution to boost recognition and reach.
• Press advertorials (print/online) and radio features were used to share real survivor stories to build greater connection, combat fear and tell the story of living well. The sports section of The Sun was used specifically to engage men.
• 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 97.5% of the target audience (C2DE adults 40+), giving them 14.04 opportunities to see/hear the ‘Be the Early Bird’ campaign.