Detect Cancer Early
Marketing Update
Detect Cancer Early Programme Board
14 October 2011
Paula Macdermid, Senior Strategic Marketing Manager, SG
Gail Lyall, Strategic Marketing Manager, SG
What is SG Social marketing?
• "Social marketing is the systematic
application of marketing, alongside other
concepts and techniques, to achieve
specific behavioural goals, for a social
good."*
• So how do we bring this to life in SG…..?
*French, Blair-Stevens, 2006
The role of SG Social Marketing
• Our key objective is to deliver results that
profit the people and economy of Scotland
• Expertise across the marketing mix:
advertising (TV, radio, print, outdoor),
direct mail, digital, PR, field marketing,
partnerships.
Healthier
Our social marketing communications focus on health improvement areas to
seek to empower and enable people to make changes in their lives.
In 2011/12, we will develop social marketing activity to:
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encourage people to reduce their alcohol consumption;
increase awareness and uptake of stop smoking services through
signposting to Smokeline;
inform parents of children in the 7 to 11 year old age group about the
recommended physical activity guidelines, and to motivate them to
ensure their children are active enough for health;
drive awareness of flu vaccination health benefits to at risk groups
increase registrations from Scotland on the NHS Organ Donor register
encourage understanding of the reasons why presenting early with
symptoms is so important, and to raise greater awareness of the
national cancer screening programmes.
Who we are – Healthier team
• Gillian Govan, Chief Marketing Officer
• Paula Macdermid, Senior Strategic Marketing Manager
• Gail Lyall, Strategic Marketing Manager
• Cheryl Boocock, Strategic Marketing Manager
Outline of campaign process
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Review evidence and desk research
Conduct attitudinal research
Campaign development
Media planned by mapping against audience
Creative concept/theme is tested in research
Concept is updated to reflect testing results
Content reviewed by Policy / Comms Group
Final approval then supplied to go live
Evaluation for future application
National vs. local activity
• SG has national remit, however:
• We plan local activity such as radio,
outdoor, press and field marketing
• We provide toolkits for NHS Boards to
adapt artwork to reflect local services.
• Additional local activity may be arranged
by NHS Boards to complement national
activity
Detect Cancer Early – Setting the scene
‘A New Front in the Battle against Cancer. Over the
last four years the SNP government has made real
progress in cutting cancer waiting times. We will
maintain that progress. However, too often in Scotland
cancers are not detected early enough and late
detection means poorer survival rates.
We will therefore embark on a Detect Cancer Early
Initiative with a target of increasing the number of
cancers detected at the first stage of the disease by
25%. In the first instance, the Initiative will be directed
at lung cancer, breast cancer and colorectal cancer. If
successful the Detect Cancer Early Initiative could be
saving more than 300 lives per annum by the end of
the next parliament.’
SNP Manifesto, April 2011
Campaign objectives
• Improve awareness of early cancer signs and
symptoms
• Encourage understanding of the reasons why
presenting early with symptoms is so important
• Overcome emotional barriers relating to early
presentation
• Raise greater awareness of the national cancer
screening programmes.
Who are we speaking to?
• Specific by cancer, but deprivation is a key factor for
cancer.
• Mortality rates are 1.5 times higher in the most deprived
areas of Scotland.
• Breast cancer – C1C2DE women, 45 years & over
• Lung cancer – C1C2DE both sexes (but recognising
skew to female as increased incidence), 45 years & over
• Colorectal cancer – C1C2DE both sexes, 50 years+ (but
recognising lower screening uptake, positive result and
more cancers at presentation amongst men
• BME audience – recognise potential different approach
may be required. To be explored further in research
What else do we know?
“It’s the illness with no name, isn’t it? You’ll never say such-and-such has cancer. It’s
always “The big C” or “they’re ill”. Everyone knows what you mean by that. It’s something,
particularly at my age, that I don’t really want to confront” (Male, 50-69).
“Even if the doctors cure the cancer you’re not going to be able to do the things that you
used to. Your body will never recover properly. I’ve read stories about people who have
been “cured” but then live the rest of their lives indoors. It’s not really curing anything if
that’s your standard of life” (Male, 50-69).
We believe that the key barriers for the target audience presenting early include the
following:
1.
They have a fatalistic attitude e.g. they are so scared of cancer that they avoid action.
This could be derived from their overall sense of well-being and inability to feel in
control of their own health.
2.
They lack accurate knowledge of key symptoms.
3.
They do not report symptoms – seeking medical advice for bodily changes is the
exception rather than the norm.
4.
They do not take up the screening that is offered to them.
5.
They are not regular attendees at their GP and are not informed of
health risks.
Where we are now?
Desk research
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Extensive gathering of both factual evidence and opinion to
understand what the current situation is with regard to early
detection of breast, bowel and lung cancers, screening.
Qualitative research
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In depth research with target audience and relevant
stakeholders to identify key insights. Include use of NAEDI
cancer typology work and testing of existing materials.
Quantitative research
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Research to validate and quantify these insights and to
produce a segmentation for future campaign activity.
Possible campaign themes
• Three suggested
approaches are to the
right
• But – these are
suppositions.
• The final approach
selected may be a
combination of the three
or differ from that
suggested in accordance
with research results.
• All dependent on
research findings.
1. An overarching campaign
to address ‘being in
control’, motivation to
seek early diagnosis and
to increase empowerment
about treatment of cancer
and survivorship covering
all three cancer types;
2. A symptom / early
diagnosis approach split
by each cancer type;
3. A screening only
approach.
Next steps
• Review research at each stage to inform
next one
• Share with DCE Communications Group
• Develop campaign early in New Year
• Launch mid-February 2012
• Plan for 2012-13 depending on DCE
programme
Thank you and any questions?