Detect Cancer Earlier Marketing Campaign: Evaluation Report 2024/2025

7. 2024/25 Developments

The ‘Be the Early Bird’ campaign has demonstrated impact in terms of recall, engagement, and a positive shift in attitudes and claimed action since launch. For 2024-25, the strategy was to build on this but to activate the campaign in two bursts (August/September 2024 and March 2025). Phase three used the existing Be the Early Bird campaign to drive that reach and frequency with the target audience through a multi-channel campaign. Phase four took a more localised approach than phase three and delivered more specific early bird messaging.

Phase four also featured updated creative elements. A new bird, ‘Bonnie the seagull’, was introduced to highlight lesser known cancer symptoms of head and neck cancer. As well as running in paid-for media channels, new materials were created and distributed via community roadshows and partnership channels. Relevant personal stories and clinical advice were also shared via PR, social and stakeholder channels, with the aim to motivate the target audience to act as early as possible.