Don't be a Cancer Chancer – How a Colloquial Message of Hope Empowered a Population To Save Their Own Lives

Principal Author: Sarah Booth - McCann Erickson Communications House (Manchester)
Contributing Author: Emily-Jane Brown - McCann Erickson Communications House (Manchester)

EXECUTIVE SUMMARY

In a Nutshell…

This paper tells how a small budget social marketing campaign saved lives in Greater Manchester with a positive message about cancer.

By creating hope instead of fear 'Don't be a Cancer Chancer' altered the way that a population reacted to the early signs of breast, lung and bowel cancer.

Despite the notorious difficulties in successfully evaluating the true effects of public health campaigns, the evidence overwhelmingly suggests that 'Don't be a Cancer Chancer' has empowered its audience to successfully identify and act proactively when faced with the early symptoms of cancer.