Research for a campaign for a college project.

1. A L E X W A L K E R
Research

2. Product Research
To help me create my own campaign about cancer, more specifically stomach
cancer, I will research existing campaigns about the same topic. This will help me
to create something different to what is already out there.
The common theme between all of these different stomach cancer campaigns is
the colour, purple. This could be because most cancers have a colour for their
campaigns, for example breast cancer is pink. It could also be because there are
meanings behind the colour purple, one being the effects on the mind and body,
including uplifting spirits, calming the mind and nerves and increasing nurturing
tendencies and sensitivity. Another common colour in those examples of stomach
cancer campaigns is blue, this is probably because it is a calming colour.
These are mainly examples of logos and posters, this was all that was available on
stomach cancer, There are certain charities, like CORE, which are supported by
Macmillan Cancer. This is to try and raise more awareness for the cancer by using
an charity that focuses specifically on stomach cancer.

3. Product Research

4. Cancer Research

5. Cancer Research
For this campaign, there were two versions of a poster, symptom cards and a leaflet. There were also
adverts on the television that were launched for 4 weeks rather than the usual 6 weeks that other
campaigns, such as breast cancer usually have. This was to help raise more awareness alongside the
other techniques.
Posters: The first poster (top right in the previous slide) is there to tell people about the symptoms
that could mean you have ‘OG’ cancer. By using a doctor on the poster, it shows the viewer that it is
reliable and professional.
They have used a scare tactic of putting the symptom in bold text, making that stand out as much as
the doctor. By putting the reassurance that it might not be anything serious in smaller text, makes the
viewer less paranoid but still cautious. This can be a useful tactic as if people were in any doubt, it
would make them go to the doctor to get it checked out. I may not be a useful tactic as the target
audience are older people and they therefore might be scared about anything remotely similar.
The second poster (below the first poster), is there to appeal to peoples sympathetic side. This is
because they have a picture of a woman who was diagnosed ‘OG’ cancer, they have then advertised a
campaign for pharmacy teams to have more information. This means that the pharmacies will know
more about what to look for and what to do. This means that other people will be more aware as
pharmacy teams will more knowledgeable and will therefore be able to pass on the information.

6. Cancer Research
Symptom Cards: The symptom cards (along the bottom of picture slide and bottom left) can
be found in magazines/adverts, in doctors surgery’s, pharmacies, charities etc. They let people
know some of the signs that could lead to cancer, and make people get them checked out by the
doctor. By making the text on the card short and to the point makes sure people will have time
to read it when flicking through a magazine, for example. It also makes people think about
whether or not they are actually affected by these symptoms or not.
Leaflets: The leaflets for this campaign (top left and top middle) are full of information about
what ‘OG’ cancer is and other facts about it. It goes into more detail about what the symptoms
are are ways to help deal with it if you already have it or know someone with it. This is very
helpful for people who know some things about stomach cancer and those who don’t know
anything.
Advert: This advert (middle) ran on TV earlier in 2015, for 4 weeks. This is a shorter amount of
time for ‘Be Clear On Cancer’ adverts to run, usually they run for 6 weeks. This is probably
because stomach cancer is one of the lesser known cancers as it doesn’t affect as many people as
breast cancer does, for instance.

7. Race For Life
Cancer research also run ‘Race for Life’. This is to raise money and awareness for all different
cancers. There are different levels of difficulty so that it appeals to a wider audience of
different ages and abilities.
For example, with the 5k option, there are almost 200 locations in the UK that are doing this
event. People enter to take part and then get sponsored, the sponsors go towards the charity
and this is how people help. By doing the run, it makes people get more involved, brings
together a community and raises more awareness.
The race is for women only, this is so that women feel more comfortable, boys up to 12 years
old are allowed to participate to include diversity within the race. The idea was created in
1994 by Jim Cowan. By 2006, it was the largest fundraising event in the UK.
People do the race for all kinds of reasons, usually in memory of someone or for someone
they know with cancer. To show why they were doing this, they will write the names of the
people they are thinking of on the number on their back.

8. Race for Life
This is an advert that ran this year for race for
life. It was an advert that was trying to
encourage more women to join in the run in
order to raise more money.
The ad shows groups of women getting ready
for the ‘war’ against cancer, hence the name of
the ad ‘ join the pink army’. They are trying to
show that it is a war and that people need to
join in order to fight.
There is a woman talking over the ad, trying to
get people more interested than just the video.
Its like rallying the troops ready for war. This
fits with the theme that goes throughout this ad.
Its different to the other adverts they do, they
are usually very positive and show people
having fun when they’re doing the event in
order to get more people to join, but now they
are trying a different tactic to show how
important the research is.

9. Core: Gastro-Cycle
Gastro-cycle is run by the charity Core, this charity focuses on fighting all diseases
of the liver, gut and pancreas. It helps them raise the money they need in order to
try and uncover the causes of these diseases, find cures and improve patient
outcomes. “In the past decade we have committed over £5,000,000 to fund
ground-breaking, life-saving research and more than 200,000 people every year
use Core’s impartial evidence-based information to take control of their
condition.”

10. Macmillan: Night In
Night In is a way of raising money without doing sport. There is one person
hosting the night in, they would invite everyone they wanted to their home and set
up a page on Macmillan Night In page. The page is there so that people can donate
as much as they would like, Macmillan advertise ‘as much as you would spend on a
night out’.
This method of getting people to donate is different to most other donation
schemes as it appeals to more people and it gives them a different night other than
just going out. It also means that people will probably donate the same amount of
money as on a night out as they aren’t actually going out.
Macmillan offer all kinds of different ideas on their website in order to make the
night more interesting and make people want to do it again.

11. Skin Cancer
This is a skin cancer campaign that was
launched in America last year. Skin cancer is
one of the most common types of cancer in
the US as it is very sunny most of the time.
The sun causes melanoma is usually a cancer
of the skin that is caused by being exposed to
too much sun, this is why it is important to
wear sun cream, as it reduces this risk.
By showing someone tanning, something
that most people do to relax in the sun, it
shows how easy it is for you to get the cancer.
It then backs it up with the fact of how many
people will be diagnosed.
By putting the website address underneath
the fact, it is telling people to go and look at
the website, without actually telling them.

12. Cancer Merchandise
These are some of the different types of
merchandise that you can buy in order to
donate and show your support for cancer
awareness/research.
They are all fairly simple but they stand out as
they have interesting patterns and designs that
make it more appealing for people to buy.
The T-shirts use comedy in order to appeal to
more people and make people remember it.
The watch uses the ovarian cancer symbol in
the middle of the watch and uses the teal colour
on the watch band as well. This makes it stand
out more and makes people more interested in
learning about the cancer as not all of the other
cancers have watches.
The badge and the wrist bands are plain and
simple. These advertise in a more subtle way
and are easier to sell, meaning that there would
be more donations.

13. http://www.cancerresearchuk.org/health-professional/early-diagnosis-
activities/be-clear-on-cancer/oesophago-gastric-cancers-campaign/campaign-
overview
This was a national campaign launched in January
and February 2015. The key message was to promote
two of the most telling signs of oesophago-gastric
cancers; ‘Having heartburn, most days, for 3 weeks
or more could be a sign of cancer – tell your doctor.’
There was also ‘Food sticking when you swallow
could be a sign of cancer – tell your doctor.’
The campaign focused on these two symptoms as these were the main two symptoms that
had the most evidence of being linked to of ‘OG’ cancers, this is coming from research
from Northern Oesophago-gastric Unit. It also focuses on men and women over 50 from
lower socioeconomic groups, this is because this group are most at risk of developing the
disease.
This campaign has come around due to the fact it is the 4th most common type of cancer
deaths in men and the 5th in women. The number of ‘OG’ cancers has risen over the last 17
year, around 6000 people are diagnosed with stomach cancer and 4000 people die from it
each year. If the disease was detected within the early stages, the survival rate is around
75-87%, this would mean that around 1000 deaths could be avoided each year . This is why
the campaign is so important as a quarter of the deaths that occur from this could be
avoided each year.
Client Research

14. Audience Research
For my audience research, I will create a questionnaire that uses qualitative and
quantitative questions in order to get a different variant of answers to help me with
my research. These questions will include things like how old the participant is,
what their gender is, have they been affected by cancer etc.
I will also create some questions for some interviews that will be done face to face.
By using this method, I can get more lengthy answers, giving me more information
to use for my research. This will help further my research and to give an alternate
method of research methods.
I could also make a focus group to show elements from my campaign and get
feedback in order to improve or keep the same. This would help me to appeal to a
wider audience of people.
https://www.surveymonkey.com/r/KNPDJ3W

15. Questionnaire Results
Question 1:
The first question of my survey was,
‘What is your gender?’. The majority of
people who took the questionnaire are
female, about 60% are female an 40%
male. This will impact my idea as
stomach cancer affects both men and
women, so both genders opinions and
answers will be useful.

16. Questionnaire Results
Question 2:
This question was, ‘What is your age?’.
The results of this question tell me how
many people from my target age range
have taken part in the survey, there was
only one person from this age range that
took part. The other age ranges will help
with some diversity within the results and
the way I go about my campaign,
however I will be mainly focusing on the
results from the person from my target
age range.

17. Questionnaire Results
Question 3:
This question was, ‘Have you been
affected by cancer?’ This helps me find out
who and in what way, has been affected by
cancer. For this part of my analysis, I have
filtered the results to the one person in my
age range, this person has been affected
by cancer as they had a type of cancer.
This means that her answers throughout
the survey will help me in my campaign as
I will have the view of someone who has
suffered from cancer. By giving me the
information I need, I can make my
campaign more efficient in making people
aware of stomach cancer.

18. Questionnaire Results
Question 4:
This question was, ‘Rank the following options into
which you think the most common causes of stomach
cancer are. 1 being the most common.’
This question helped me see how much or little people
already knew about stomach cancer, this would help
me focus on areas that need the most awareness
raising. The real ranking order is the order it is
currently in on the graph, however most people
thought family history was the biggest cause of this
cancer, this is in fact the rarest way to get stomach
cancer, the most common being age.
The woman that is within my target age range said that
smoking was the most common cause, this is a top
factor into stomach cancer, as is diet, which she put in
second place. This shows me that, going by the results
of this survey, people within the target age range need
to be more aware of the risks/things that affect the
chances of getting stomach cancer within this age
range.

19. Questionnaire Results
Question 5:
This question was, ‘Which of these options would
significantly reduce the chances of getting stomach cancer?
Choose three.’ This question was an extension on the
previous question. It helped me see what people thought
they could do in order to lower the risks of stomach cancer.
Because most people thought that they were most at risk
with it being in their family history, most people thought
that checking their family history would help lower the
risk. However, quitting smoking and having a healthy diet
were the other two that were most popular, these are the
correct answers as these are the top two ways to reduce the
risk of stomach cancer. The third correct answer was
limiting the consumption of certain foods, this was the
least chosen answer. This proves that people need to be
more educated in the risks of stomach cancer.
The woman in my target age range got two out of three, she
didn’t know about limiting the consumption of certain
foods, this further proves that there needs to be more
awareness.

20. Questionnaire Results
Question 6:
This question let me know how much people
personally knew about stomach cancer without
any options to choose from.
The results of this question tell me that the
majority of people don’t know a lot about the
cancer, however two know something. One of the
two is a gastro nurse, so has the most knowledge
in this area. The other is the woman within my
target age group, she had a friend who had the
cancer. This doesn’t meant that she will know as
much as the gastro nurse, but she will probably
have more of an idea than the other participants.
This also probably helped her answer some of
the answers throughout the questionnaire, but
not all people within this age group will have a
friend/prior knowledge of stomach cancer.

21. Questionnaire Results
Question 7:
This question, ‘Did you know men are
twice as likely as women to develop
stomach cancer?’, is a fact that people
should know but as the results show, the
majority don’t.
The fact that people don’t know this fact
about stomach cancer is not helpful for
raising awareness, proving that key facts
that people should know aren’t being put
across to people who should know.
The woman within my target age group
also didn’t know this fact, this is bad as
even though she is less at risk of
accumulating this cancer, she is still at
risk and therefore needs to know all of
the facts she can, even basic facts like
this.

22. Questionnaire Results
Question 8:
This question- ‘Do you think its fair that certain types of
cancer get more coverage/awareness than other types?’,
is there to get peoples thoughts and opinions on cancer
and the coverage in the media of it and how important it
I that all cancers get some coverage as anyone can be
affected by it.
Everyone that took the survey agreed that it is unfair that
not all cancers are talked about . Someone made the
point of charities focusing on the most common cancers
as it affects a wider amount of people and therefore
means there is ore money for the charities to help them.
Another person said that all cancer should be treated the
same, meaning there should be equal coverage of all
cancers within the media. This would mean that people
suffering with rarer cancers that perhaps didn’t know
what they were before they had it, would be more aware
of the signs that they have it or may have to get checked
out by a doctor. This would probably help reduce cancer
deaths as people would know what to look for and
probably be able to catch it in the early stages.

23. Questionnaire Results
Question 9:
This question- ‘What do you think that the
best way to inform people of lesser known
cancers would be?’, was to get people to
think of the best ways in which to inform
people of lesser known cancers.
The feedback is all fairly similar; adverts,
websites, magazine articles, leaflets etc.
This would help raise awareness for all
cancers, but I have to focus on stomach
cancer and that specific audience, this is an
older audience so I would have to think of,
for instance, the magazines I would put the
articles in. This would be so that I wasn’t
putting it in magazines that weren’t
appealing to my target audience.