If you've discovered you've got prostate cancer, you're not alone
This project involved end-to-end management of a prostate cancer awareness campaign, including selecting and briefing the creative agency, focus testing the creative, developing a novel volunteer-based approach to handling calls, and evaluating the results.
Starting in August 2012 and initially running for two years, the campaign featured A4 posters and take-away cards in public conveniences right across Australia. As part of the national campaign, the area around 20 prostate cancer support groups was more heavily targeted for a trial period to see if this would be an effective way to change men’s help seeking behaviours.
The first phase of the campaign was a great success with over 70,000 take-away cards taken in the first four months.
In 2014 Cloudmaker Consulting was engaged to evaluate the success of the campaign and to make recommendations moving forward. We developed a social marketing evaluation, including an intercept survey developed in partnership with the Centre for Health Initiatives at University of Wollongong and Convenience Advertising. The intercept survey demonstrated that recall of the main messages was very high with 85% of respondents identifying prostate cancer, 38% support groups and 28% you're not alone as main messages.
The evaluation provided illuminating insights into consumer behaviour, leading us to brief in and develop a new creative execution. The new creative has had extremely strong results, with over 28,300 information cards taken away and more than 160 pack requests in the first three months. Introduction of requests by SMS rather than phone has had a high uptake, as has the introduction of pack requests by email rather than hard copy.