Detect Cancer Earlier Marketing Campaign: Evaluation Report 2024/2025

12. Conclusion

The 'Be the Early Bird' campaign has demonstrated a strong performance across both of its 2024-25 phases, meeting or exceeding 9 out of 10 SMART objectives. The campaign's impact is evident in the high levels of recognition, engagement and reported action, and increased visits to the getcheckedearly.org website.

While the campaign narrowly missed its target to reduce family impact concerns as a barrier to seeking help, this presents both a challenge and an opportunity for future campaign phases to focus on addressing these deep-seated fears while building on the successful multi-channel approach established.

The community roadshow demonstrated the value of face-to-face interactions in discussing sensitive health topics. This, combined with strong partnership engagement and PR coverage, suggests that personal storytelling and direct community engagement should remain key elements in future early detection campaigns.

These results demonstrate that the campaign is making important progress in addressing critical barriers to early cancer detection among higher-risk populations in Scotland, supporting the Scottish Government's broader strategy to improve cancer outcomes and reduce health inequalities.