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...