Abigail Brown, head of health campaigns and marketing, Cancer Research UK Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. CRUK HEALTH MARKETING
ABIGAIL BROWN
HEAD OF HEALTH CAMPAIGNS AND MARKETING

2. APPROACH TO HEALTH MARKETING CAMPAIGNS
Engage people
with the issue and
raise awareness
IMAGE
Young people
aged 16 – 24
Influence attitudes
towards the issue
Stimulate behaviour
change or generate
public support for
regulation
1. Raise
awareness
2. Shift
attitudes
3. Behaviour
change

3. YOUNGER AND OLDER AUDIENCES
TANNING:
‘#OWNYOURTONE’
BOWEL
SCREENING:
‘This little kit could save your life’
Influence attitudes to tanning among
16 – 24s by encouraging acceptance
and protection of natural skin colour
Raise awareness and improve
participation of 60 – 74 year olds in NHS
Bowel Cancer Screening Programme

4. #OWNYOURTONE

5. SKIN CANCER IN THE UK
86% of cases could be prevented by
avoiding over-exposure to UV from sun and
sunbeds
CRUK focus on increasing number of
people effectively protecting
themselves from strong sun
5th
most
common
cancer in
UK
3rd
most
common
cancer in
people age
25 - 49
2,459
people died
in UK in
2014

6. TANNING: INSIGHT FROM YOUNG PEOPLE
Young people are aware of the dangers
of UV related to skin cancer (to some
extent)…
90% claim it is important to protect their
skin from the sun
…BUT deep rooted beliefs that they look
better and feel healthier with a tan
override this
91% believe having a tan is attractive
89% say they feel better with a tan
49% would sunbathe on a day when the sun is
strong in the UK
So to change tanning behaviours, we need to target
beauty based attitudes and beliefs

7. VISION: Create a generation of young people who embrace their
natural skin tone, and believe it is more beautiful and healthier than
a tanned look.
OBJECTIVE: Positively influence tanning attitudes and behaviour by
promoting positive perceptions of natural skin colour and
highlighting the damaging effect of UV on looks.
TARGET AUDIENCE: 16-24 year olds, with a skew towards females and
‘tan seekers’.

8. TANNING: COMMUNICATIONS STRATEGY
ENGAGE
Emulate style and format of
young beauty & fashion brands,
with popular formats e.g.
boomerangs, flipagrams, social
influencers
PERSUADE
Challenge existing perceptions
of tanning by celebrating all skin
tones (framing), and empower
people to love their natural skin
tone using peer-to-peer
messages (herding effect)
ACTION
Reach audience at relevant
times when they will be
thinking about protecting
their skin (timely). Target
holiday & festival key words,
and heat activated targeting

9. TANNING: CREATIVE
CAMPAIGN IDEA: #OwnYourTone
Let’s take Own Your Tone to the streets of the UK in 2017. With a summer of beauty-focused street-
style shots from all over the UK, we’ll celebrate stylish young men and women who are owning their
natural skin tone as part of their fashion-forward look.

10. VIDEO CONTENT
Example of 2017 video content
https://vimeo.com/223276486
2016 campaign video
Next slide…

11. 1. Awareness 3. Behaviour
change
2. Shift
attitudes
engagements
• 5 million engagements (4.8
million views)
• 28% view through rate
• % ‘fairer skin tones’ agreeing
they will try to avoid sunburn
next holiday: 58% PRE, 74%
POST
• 64% took an action post
campaign
• “I want to embrace my
natural skin tone” 52% PRE,
66% POST
TANNING: RESULTS 2016

12. engagements
RECAP ON BEHAVIOUR CHANGE TACTICS
Behavioural nudge Tanning
MESSENGER Used peer to peer ‘people like me’ to communicate message to
16-24 year olds backed up by credible health brand
SALIENCE Copied look and feel of fashion and beauty brands & social
influencers to increase the salience of message
SOCIAL/HERD
EFFECT
Campaign features lots of real, young people talking about how
they own their tone
TIMELY Reaching people at key summer moments, e.g. festivals, holiday,
hot days
SOCIAL NORMING Social media copy included lines such as ‘Own Your Tone like 20
year old Olivia from London’

13. NHS BOWEL CANCER SCREENING

14. BOWEL SCREENING: THE FACTS
Bowel cancer
is 4th most
common
in UK
2nd most
common cause
of cancer death
However
uptake is low at
58% , and as low as
40% in some areas
By 2025 it’s
predicted to save
over 2000 lives
from bowel cancer
each year
We know
bowel screening
is one of THE best ways
of detecting cancer
earlier, when it is
easier to treat
successfully
Bowel cancer
mortality more
common among more
deprived groups,
particularly more
deprived men
Uptake
lowest among
men aged
60 – 69

15. BOWEL SCREENING: BARRIERS
Lack of
symptoms
Fear of cancer
and further
tests
Inconvenience
Lack of time
Disgust and
unpleasantness
of the test
Concerned about
efficacy of the test
Procrastination
Not relevant
to me

16. BOWEL SCREENING: 2017 AIMS AND OBJECTIVES
Raise awareness of the
programme, particularly
among more deprived
groups and men
IMAGE
Young people
aged 16 – 24
Increase participation in
the Bowel Screening
Programme by 10%
among First timers, 3%
Non-responders
1. Awareness 2. Attitudes 3. Behaviour
change
Reduce reported
barriers to participation
and beliefs the test is
difficult to complete

17. BOWEL: 2017 COMMUNICATIONS STRATEGY
ENGAGE & ADVOCATE
Credible GP messenger on
TV, emotive stories &
‘people like me’ in print, PR
& social to increase salience
& peer to peer
recommendation
NUDGE
CRUK endorsement of Bowel
Screening Programme. Letter
from CRUK Head Nurse.
Gloves to make test easier.
ACTION
Timely delivery of letter
+2/3 days following NHS
test kit aims to prompt
participation

18. TV AND PRINT CAMPAIGN NW ENGLAND
https://www.youtube.com/watch?v=0vlKmlUOx-Y
TV
(Credible messenger: Real GP, Manchester)
PRINT
(‘People like me’ in OOH & regional press)

19. SOCIAL AND FACE TO FACE
SOCIAL
(FACEBOOK: Multiple bowel cancer survivor videos
and celebrity endorsement image posts)
STAKEHOLDERS
(GPs, Pharmacists and Practice Nurses)

20. 1. Awareness 3. Behaviour
change
2. Shift
attitudes
engagements
• Significant increase in awareness “Bowel
cancer screening is meant for people with no
symptoms” (93% exposed vs 85% unexposed)
• +800K Facebook views (KPI 590K)
• Prompted online recognition of Facebook
advertising: 26% (KPI 10%)
• Uplift in uptake data due Sept 17
• Around 30% uplift in average call
volume to Bowel Helpline since Jan
• Around 17% uplift in average
number of kits returned to NHS
Bowel Screening Hub since Jan
• Celebrity Facebook posts
stimulated most conversation
and advocacy from previous
participants:
“Just done it and got the all
clear, easy to do and really
could save your life.”
INITIAL RESULTS

21. engagements
RECAP ON BEHAVIOUR CHANGE TACTICS
Behavioural nudge Bowel screening
PRIMING Advertising to increase awareness of the Bowel Screening Programme, and
prime patients about the test kit before arrival
MESSENGER Use of a credible ’voice of authority’ to communicate message – a local GP
SALIENCE Featured cancer survivors, people ‘like me’ to increase salience of message
SOCIAL/ HERD EFFECT Patient stories on Facebook stimulated peer to peer recommendation and
advocacy to take the test from previous participants
TIMELY Provision of additional reminder via direct mail, arrived +2/3 days following
test kit
SOCIAL NORMING Letter included “Across the North West, every month more than 10,000
men complete and return their bowel cancer screening test”

22. engagements
SUMMARY…
– Insight: What’s of highest concern to your audience? What do they think and feel about
your issue? What are the barriers? How can you frame your issue in a relevant way?
– Test and refine: Allocate a small budget to test channels, copy, images. Then optimise.
– Engagement: Make the message salient. Use credible social influencers who are
aspirational to your audience or ‘people like me’. Use relevant media and tone of voice.
– Disrupt: Challenge perceptions with thought-provoking messaging, share credible and
believable ‘new news’ which is easily explained.
– Nudge: Strive to trigger a herding effect by targeting those most likely to engage with
your message and advocate it. Make it popular.
– Behavioural action: make it actionable e.g. make it shareable, give them a ‘sign up’
option. Make it easy.

23. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we
do: www.charitycomms.org.uk

24. 29 June 2017
London
#CCPsychComms
Psychology of
communications
– what can communicators learn from
the behavioural sciences?