Detect Cancer Earlier Marketing Campaign: Evaluation Report 2024/2025

6. Channel strategy

The ‘Be the Early Bird’ campaign uses a multi-channel approach to reach, empower and enable individuals to take positive change:

• Paid-for media advertising is used to ensure widespread reach and frequency of message with the target audience, building belief and empowering changes in behaviour.
• PR helps create noise and visibility of the campaign in the media and counteract fatalistic attitudes through the telling of living well stories and clinical advice, helping to shift attitudes.
• Community roadshows allow deeper engagement with members of the public in their communities.
• Partnerships help extend the reach of the campaign through the channels of trusted brands/stakeholders.
• The getcheckedearly.org website enables change, being a place to find out more information, view case studies of people living well after treatment, and offers a symptom checker tool for those concerned about possible symptoms.