CASE STUDY: IPC & Lung Cancer Awareness print & online campaign
Provided by Time Inc. UK
IPC's readership matched those that Lung Cancer Awareness wished to target to raise awareness & inform of symptoms and support
What was the Challenge / Background of the Campaign?
The readership for Woman, Woman's Own and Woman's Weekly have a strong bias towards women aged 55 and over, the age group Lung Cancer Awareness wished to target. They are also more likely than the average woman to think they should do a lot more about their health. The secondary audience can be targeted through Chat, Now and Pick Me Up, who have a younger audience that represents the children of sufferers.
Mums look to goodtoknow for inspiration, advice and help with 'Family' and 'Wellbeing' being 2 of the website's key pillars.
What was the Campaign Objective?
To demonstrate the importance of knowing the signs and symptoms of lung cancer and going to see your GP. To overcome barriers, such as the belief that nothing can be done, building on confidence with success stories. To target C2DE men and women +55 who have been affected by this illness (core audience) as well as their families (secondary audience).
What was the Solution?
'I'm a survivor' - Case studies showing the person's journey throughout the illness and how they battled lung cancer - these will target the primary audience.
She listened to me! - Case studies focusing on the daughters of the sufferers and how they acted as a motivator and a support network - these will target the secondary audience.
What were the Results?
89% of readers agreed that it's important that adverts like these are shown. Knowledge of the symptoms of lung cancer increased dramatically after exposure (21% non-exposed vs. 78% exposed). 87% say they are more likely now to visit their GP if they recognise any symptoms.
What were the Key Learnings of this Campaign?
Cross-Platform targeting enhanced the effectiveness of the campaign and reinforced messages.
2 in 10 of those who saw the campaign both in print and online went on to search for information on lung cancer online. People exposed to the 'Be Clear on Cancer' campaign with IPC were 37% more likely to recall it than those who only saw the campaign somewhere else.