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Publication - Research and analysis

Detect Cancer Earlier Marketing Campaign: Evaluation Report 2024/2025

Published
7 July 2025
From
Director of Communications and Ministerial Support
Directorate
Communications and Ministerial Support Directorate
Topic
Health and social care
ISBN
9781836917632

An overview of the Detect Cancer Earlier campaign, which ran in two bursts (August/September 2024 and March 2025), including independent evaluation results.

View supporting documents Supporting documents

9. Campaign materials across both phases

TV(40 seconds)
Example from the Be the Early Bird TV ad, with a cockerel standing on a roof.
STVad break takeover
Example from the STV ad break takeover – Sean Batty looking out to the distance.

Be the Early Bird TV advert from phase three

Out of home posters

The ‘early bird can live well again’ poster
The ‘early bird can live well again’ poster, with two eagles standing close together.
The ‘early bird can have better news to tell their family’ poster
The ‘early bird can have better news to tell their family’ poster, with a family of flamingos standing in water.
The ‘early bird can have more treatment options’ poster
The ‘early bird can have more treatment options’ poster, with a seagull noticing a lump on their neck.
Example of a phone kiosk poster
Example of a phone kiosk poster showing a family of flamingos close together.
Example of a campaign poster in a pharmacy window
Example of a campaign poster in a pharmacy window of two eagles close together.

Press content partnership

Press advertorials and online articles were used to tell the story of someone who has undergone treatment for mouth cancer (a type of head and neck cancer) and is now living well again.

Press advertorials and online articles
An example of a press advertorial campaign.

Digital

A targeted digital plan consisted of a 20 second digital ad, three static ads and paid search terms on Google.

Contact

Email: sgmarketing@gov.scot

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