Equinox was commissioned to devise and implement a 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.
• Downloadable toolkit: Designed and distributed a bi-lingual campaign toolkit to large target employers, local health boards, Communities First and relevant LA outlets across Wales. Toolkit provided a suite of downloadable resources: posters, leaflets, symptom awareness card, social media content, for download and use on the ground by the target campaign stakeholders
• Media launch: Case study-led launch release ‘Lung cancer is one of the most common cancers in
Wales. New symptom awareness campaign to encourage earlier diagnosis and treatment’. Issued out pan Wales, with national broadcast exclusive feature secured with ITV Wales evening news, including lead case study and campaign spokesman, clinician Professor John Watkins
• Wales Online partnership: Week-long media partnership (w/c 11 July 2016) 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: Distribution of bi-lingual campaign leaflet out to 672 GP surgeries across Wales to support the campaign at grassroots level and complement the ongoing leafleting campaign going out across the Welsh Pharmacy Network
PR Outcomes (four-week campaign)
• Over 3.7m people reached across Wales
• Over 11m opportunities to see/hear campaign key message
• 16 minutes of bi-lingual national broadcast TV and radio news coverage delivered
• Lead story on ITV Wales evening news
• Open rate of 11% (compared to industry average of 15.6% for health related campaigns) for campaign toolkit containing downloadable resources. Top three resources clicked on: Symptom card; A3 poster & leaflet
• 31,533 Total Unique Browsers (audience reach). 55,261 opportunities to see campaign display ads with 247 clicks through to NHS Wales campaign web page and 47 downloads of campaign Twibbon via Wales Online social media. 447 Total Unique browsers (audience reach). 365 Total Unique Browsers (audience reach) and 58 social shares of supporting editorial article on Wales Online and 148 views of embedded campaign video. 167 online surveys completed with 62.5% respondents said that fear of wasting GP time was a barrier to visiting the doctor; Only 49.4% said they’d visit the doctor if suffering a persistent cough or breathlessness; 85.9% agreed that they’d now be more likely to present symptoms to their GP after seeing the campaign message. 27,256 impressions through Wales Online twitter sponsored posts with 155 total engagements. 25,479 reach through Wales Online Facebook sponsored post with 91 likes, comments and shares and 643 post clicks.
• 16,600 ‘Be Clear on Cancer’ campaign leaflets issued to 672 GP surgeries. Anecdotal feedback from one GP in Ely, Cardiff stated that as a result of the campaign, a 50-something local man had visited the surgery and confirmed as needing treatment for lung cancer
NB: In the absence of dedicated campaign social media channels, the campaign harnesses the social media of Wales Online as detailed above, as well as encouraging support by campaign partners, via the online toolkit of downloadable resources and suggested social media content