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...