IPA Effectiveness Awards 2005: Silver Award - Oral Cancer Awareness

ORAL CANCER AWARENESS Campaign: How Henry helped save lives Client: West of Scotland Cancer Awareness Project Agency: The Bridge Principal author: Margaret Byrnes Media used: TV, radio

CASE SUMMARY

This paper, for the West of Scotland Cancer Awareness Project, demonstrates how a carefully researched development programme gave rise to advertising that struck a chord with its target audience of potential cancer sufferers.

The campaign was designed to encourage people with oral cancer symptoms, who would normally have come forward in the final stages of the illness, to present themselves earlier.

It prompted 68 per cent of oral cancer patients to present their symptoms earlier, enabling them to receive more effective treatment and increase their chances of a better long-term outcome.

The real return on investment is, without doubt, the human one - the reduction in emotional and physical trauma that Henry, the campaign's figurehead, helped achieve.

In financial terms, the most conservative of bases suggests a saving of £695,000, representing a ROI of 278 per cent.

JUDGE'S VIEW

"This case is a very powerful story, well described and presented with interesting discussion of the creative solution used. The paper proved the increase in awareness of persistent symptoms and the judges thought it offered a very good ROI discussion. The use of benchmarking against other campaigns and displacement behaviour ensured a result in a very crowded sector. The notable quirk of the campaign was that it referred back to what happened after the campaign stopped.

"All in all, this was a very confident paper from a small agency with a small budget in an interesting category."

- Simon Sheard, group marketing director, Bupa.