CASE STUDY: Regional NHS Awareness Campaign on Pharmacy Bags

Provided by Brand Bags Ltd
Branded Pharmacy Bag advertising raises awareness of the North London & West Essex Cancer Network's bowel cancer campaign.
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What was the Challenge / Background of the Campaign?

The brief was to increase awareness of Bowel Cancer symptoms across 5 North London and West Essex Primary Care Trusts. We needed to reach the local resident population, engage local pharmacists to reinforce the campaign message to an older public and encourage them to visit their GP if showing any symptoms. The pharmacy bags positively reinforce the message and engage the public in this sensitive issue where many may not be comfortable discussing this subject.

What was the Campaign Objective?

To increase awareness of the campaign to local residents, particularly those aged 55-74yrs. To engage key members of the community such as pharmacists to reinforce the importance of early detection of the condition. To direct the public to the NHS online information site www.nhs.uk/bowelcancer as a source of advice and information, or for individuals to visit their GP urgently if they experience any symptoms. The pharmacy bags acted as a delivery route for symptom cards to be transported home and kept.

What was the Solution?

Working with Brand Bags Media the ambient promotion company, branded pharmacy bags were chosen to be the best local media advertising route to reach their audience in the most appropriate place, their local pharmacy. Brand Bags printed & produced 160,000 branded OTC bags, distributed to 88 pharmacies in the required areas which were identified as having high bowel cancer risk and low rates of awareness. Brand Bags collated and delivered all of the campaign materials including bags, shelf wobblers and symptom cards to be place in the bags.

What were the Results?

This was a very successful campaign, raising awareness locally of the importance of early bowel cancer detection and increased GP check ups. Brand Bags Media went on to arrange 5 more cancer awareness campaigns across the UK. Pharmacy bag campaigns are well received by pharmacists and perceived by the public as a recommendation by the pharmacist. The bags and symptom cards are taken back into the home and seen by other members of the household. By allowing Brand Bags to arrange the whole delivery we were able to keep overall campaign delivery costs to a minimum.

What were the Key Learnings of this Campaign?

Brand Bags Media specialise in arranging the distribution of custom printed prescription and OTC paper bags throughout the UK's pharmacy retail sector. This has proven to be successful in the promotion of all NHS health awareness campaigns, allowing NHS Trusts and commissioners to optimise budgets and offer increased coverage of the local resident population.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kgeneral population aged between 55-74 years with a male bias
45 - 54
55 - 64
65+
Both
Retired
LOCAL MEDIA / REGIONAL
OUTDOOR / AMBIENT
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearBUILD AWARENESS
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