The Scottish Government: Let's talk about Breasts

This case study describes a campaign by the Scottish Government to raise awareness of breast cancer symptoms and the importance of early diagnosis, especially amongst women in more deprived areas of the country.

The Scottish Government: Let's talk about Breasts

The Leith Agency

Background

Breast cancer is the most common cancer among Scottish women.

Fortunately, with breast cancer, early detection really does save lives. This campaign set out to improve early detection of breast cancer among Scottish women and to save lives.

This is the story of how a bold idea, carefully executed, empowered women to act early on the symptoms of breast cancer.

A social marketing campaign, featuring significant audience engagement through 'face to face' marketing was an integral part of achieving early diagnosis, by developing a behaviour-change approach.

Stand out was...

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