Cancer Research UK: Establishing the link between cancer and obesity

Cancer Research UK increased awareness of the correlation between cancer and obesity by using a multi stage qualitative research process.

Introduction

An innovative multi stage qual research process, designed to inform the development of a new campaign for Cancer Research UK which aimed to raise awareness of the link between cancer and obesity. This submission highlights an innovative approach to researching sensitive subjects and demonstrates how qual research can help develop communications that challenge the status quo.

Background

The 2014 Cancer Awareness Measure showed that only 11% of the UK public recall being overweight or obese as a cause of cancer. Previous studies relating to alcohol have shown that by increasing awareness of the link to disease, the public are...

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