Cancer and early diagnosis campaign assets
A new campaign to raise awareness of the key signs and symptoms of cancer and to prompt those with the
relevant symptoms to visit their GP will be launched on 31 January 2011. The aim is to raise public
awareness of the signs and symptoms of cancer, encourage early presentation to primary care and explain
the benefits of doing so (cancer is treatable if diagnosed early and the symptoms often turn out to be
nothing to worry about).
The campaign consists of 59 local projects focussing on the three most common cancers - breast, bowel
and lung cancers. At the same time, the Department of Health (DH) will be piloting, in the East of England
and the South West, a campaign to raise awareness of bowel cancer symptoms and to encourage early
presentation. This activity is acting as a test, to look at the effectiveness of this approach, before
committing to larger scale national activity. The SHA and Cancer Networks in both regions are working
closely with DH on the implementation of the campaign, including ensuring local primary and secondary
care clinicians are aware of the campaign plans.
The DH led campaign activity will target people over 55 years from lower socioeconomic groups, as this
audience has a higher risk of bowel cancer and are more likely to delay presentation. This activity will run
from 31 January 2011 for 7 weeks and use TV, radio and print advertising, along with direct marketing print
inserts, face to face events and digital media.
The advertising approach has been developed in conjunction with clinical and stakeholder advice, and is
based on the proposition, ‘Be Clear on Cancer’. The GP is the advocate and authority at the heart of this
campaign and is featured encouraging people to ‘Just tell me’ if they recognise the signs and symptoms of
cancer. The campaign features a ‘be clear on cancer’ brand stamp.
DH has commissioned TNS-BMRB to carry out a quantitative tracking survey to collect data on awareness
of the signs and symptoms of bowel cancer and intention to visit the GP. This tracking will take place in the
South West and East of England. The survey questionnaire and guidance is available for local use (see
campaign resources section) and the delivery of this local survey would need to be funded locally.
Campaign Resources
Creative templates will be made available, to allow local areas to support the campaign, either by printing
materials for local use, or running advertising locally.
Advertising
In order to access creative materials for placement in a paid-for media environment, you will need to make
contact with the Central Office of Information (COI). TV, radio, press, outdoor and display advertising will
be available. Press and outdoor are available now. Radio, TV and digital display adverts are still being
produced and will be made available from the 31st Jan onwards.
A small fee will be charged for access to these materials. The exact amount will depend on the complexity
of any request and the number of hours it will take to complete the work. The cost covers project
management and administration for the handling of requests across PCTs & cancer networks. It also
covers time to discuss and agree your brief, to provide advice & guidance on any usage & playout
restrictions, share RACC & Clearcast approvals, and to supply creative assets direct to media owners. On
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discussing your requirements with COI, they will be able to provide advice on associated costs before you
progress.. As a rough guide, some costs have been listed below (charged at £85 per hour):
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Supply of creative work only = 2 - 4 hours work (depending on the number of creative elements
required)
Supply of creative work & media buying = 6 hours
Anything more complex or for multi-channel & multi-creative formats, the number of hours will be
agreed in advance on a project by project basis
COI can also help with any additional work you may need such as resizing of press ads, booking media,
playing out radio ads to stations.
Final TV & radio ads will be uploaded to this site for you to see / listen to on the 31st Jan, but they will not
be available before this date.
For access to creative materials mentioned above, information on potential costs and advice / support
through COI please speak to Patrick Hamilton on 0161 6181634, or via email on
Patrick.Hamilton@coi.gsi.gov.uk
The following materials are now available:
Please note that templates available for download below should not be used until after the
campaign has launched (31st January). Weblinks detailed on the collateral will not be live before
this date.
Poster templates - print ready high res pdfs (one version includes bleed for printing through a
professional printing company, the other is set full page for print through a standard office printer)
Leaflet templates - print ready high res pdfs Leaflet templates - print ready high res pdfs. A4 large print
versions of these leaflets will be available w/c 31st January:
Brand guidelines (available w/c 24th January)
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Final brand guidelines – to include explanation of ‘be clear on cancer’, and guidance on ‘tone of voice’,
logos, colours, typeface, and creative templates.
For more information please contact Claire Everett on 0207 972 6528 or Karen Eldridge on 0207 972 6517.
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