Situation:
Doncaster has one of the highest rates of lung cancer in the UK, diagnosing 39% more new cases of the disease every year than the UK average
Problem:
Residents don’t relate to any form of stop smoking communication
Solution:
Integrated campaign focussing on a key symptom – a persistent cough of more than 3-weeks, encouraging over 50s to visit their GP and ask for an X-Ray
Innovative communications:
Influencer mapping to establish community influencers, case study lead media relations, community engagement and word of mouth activity
Behaviour change?:
80% increase in requests for X-Rays and 8 lives saved
Posted by James on July 28th, 2011
