Equinox was commissioned to devise and implement a four-week Wales-wide integrated communications campaign (July 2016), on behalf of NHS Wales, to support the launch a nationwide symptom awareness campaign – ‘Be Clear on Cancer’ – to help increase survival rates by diagnosing and treating lung cancer earlier. The campaign targeted people aged over 50 across Wales to educate on lung cancer symptoms and the benefits of promptly telling their GP of any persistent coughing or breathlessness.
Outputs: partner toolkit of downloadable campaign resources for large employers, local health boards, Communities First and relevant LA outlets across Wales to support campaign on the ground; Media launch using case study and white coat expert, Professor John Watkins, to secure national broadcast exclusive with ITV Wales; Wales Online partnership: Week-long media partnership comprising of a bi-lingual information video short re catching lung cancer early; bi-lingual branded takeover of the Wales Online ‘What’s On’ and ‘lifestyle’ pages, page editorial feature, three question reader survey, social media posts and downloadable campaign Twibbon of support, to drive engagement with the campaign; GP surgery leafleting campaign for the 672 GP surgeries across Wales to support the campaign at grassroots level.
Outtakes and Outcomes
- 1 x partner toolkit
- 1 x national broadcast media launch
- 1 x national media partnership
- GP surgery leafleting campaign
- Over 3.7m people reached across Wales through media launch coverage & 16 minutes of bi-lingual national broadcast TV and radio (lead story on ITV Wales evening news)
- Over 31k Total Unique Browsers (audience reach) through national media partnership & additional 52k reached through Wales Online social media channels
- 16,600 ‘Be Clear on Cancer’ campaign leaflets issued to 672 GP surgeries
- 247 clicks through to NHS Wales campaign web page from editorial & 58 shares of feature content
- 148 views of embedded campaign video
- 47 downloads of campaign Twibbon
- 167 online surveys completed via editorial content whereby 85.9% agreed that they’d now be more likely to present symptoms to their GP after seeing the campaign message.
- GP in Ely, Cardiff stated that as a direct result of seeing the campaign, a 50-something local man had visited the surgery and was confirmed as needing treatment for lung cancer