Breast Cancer Care needed social marketing campaign to help reduce the associated anxiety that comes with worrying about breast cancer returning after successful treatment.
This campaign focused on women living in areas of deprivation in Glasgow but also aimed to reach breast cancer survivors all over the city, as well as their families and friends.
We worked closely with breast cancer survivors in Glasgow using co-production techniques to develop an integrated marketing campaign. It was unanimous around the tables that they all felt “at a loss” as they worried about what will happen next, hence the use of “What now?” as the name for the campaign.
It was also crucial to have real women tell their stories in order to help raise awareness that nobody is alone with their thoughts and experiences. As such, we created four case studies with local survivors Dawn, Pauline, Alison and Brenda. These formed the basis of a campaign booklet that also provided answers to common FAQs following treatment.
We targeted our audience via Facebook advertising together with outdoor and ambient media formats in locations where there was a high footfall, including specific bus routes, the Glasgow Subway and in public/community venue toilets.
‘What Now?’ ran for 7 weeks and it exceeded nearly all of its KPIs – some by over 300% opening up dialogue amongst cancer survivors and their families. It reached over 20,000 women in Glasgow with over 2,000 women visiting the dedicated ‘What Now? web page.