NHS: Jack-In-The-Box

The NHS, the British health service, encouraged people in the UK to get tested for cancer earlier by launching a campaign film that used a visual metaphor of a jack-in-the-box to represent unnecessary apprehension before getting tested.

Six in 10 people say a cancer diagnosis is their biggest health fear, but four in 10 say they would ignore symptoms. The NHS needs people to present earlier with symptoms that might be cancer, because finding it sooner makes it more treatable.


As early intervention opens up the widest range of treatment options, and allows for better outcomes, the campaign needed to help people overcome their fear of coming forward.

Two powerful levers were identified. First, most people who go for tests, get the all-clear. A reassuring new piece of information, for the many who fear a positive...

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