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Advertisting Works - Marketing Inspiration from the Best and Brightest Around the Globe
Marketing Inspiration from the Best and Brightest Around the Globe
Gold Award: Giving voice to a silent killer
[Pancreatic Cancer Action Charity]
Summary
Pancreatic cancer is the fifth biggest cause of cancer death in the UK with a 3% survival rate. Pancreatic Cancer Action (PCA) wanted to change these statistics with a budget of only £78k. The campaign relied on a key insight, bold creativity, and a small investment in print/outdoor media to generate a wealth of earned media resulting in >25% of the population newly recognizing the symptoms of pancreatic cancer. In addition, the PCA secured a meeting with the Health Secretary demonstrating how this small campaign could deliver a potential ROMI of 4000, and save the NHS millions of pounds.
Key Insight

Gleaned from conversations with sufferers: When you have pancreatic cancer, you wish you had been diagnosed with a different cancer - at least they have higher survival rates...

Communication Strategies
  • Generate awareness through controversy by boldly presenting the stark reality of pancreatic cancer
  • Translate awareness and controversy into symptom understanding
  • Persuade patients and doctors to diagnose earlier
  • Phased Approach, with Phase I establishing awareness through controversy and Phase II educating on symptoms and need for earlier action
  • Leverage maximum reach media channels: print and outdoor plus social media component
Communication Activities
  • Phase 1: Print campaign depicting real sufferers saying that they wished they had another, more survivable form of cancer (3 versions) for a total of 16 half page insertions
  • I Wish I had Breast Cancer...
  • I Wish I had Testicular Cancer...
  • I Wish I had Cervical Cancer...
  • London underground advertising: 2,000 interior cards for 2 weeks highlighting symptoms and need for early diagnosis
  • "Earned Media" picked up by all major television networks and newspapers in addition to generating social media debate
Key Learnings
  • Power of a key insight and bold creative to overcome budgetary constraints
  • Ability of high reach media channels (print/outdoor) to drive earned media and online activity
  • Importance of research in modulating and translating controversy into positive impact
Applications
  • Small budgets, low awareness/high importance situations/issues, managing controversy
CAMP is committed to providing pharmaceutical marketers with actionable insights and tools that can be applied to the complex arena of healthcare marketing, demonstrating the power of advertising to positively impact behaviour in addition to the bottom line.
Canadian Association of Medical Publishing
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