Oesophageal Cancer Disease Awareness Campaign

Aim

This multi-channel campaign, developed in collaboration with Heartburn Cancer UK (HCUK) on a pro bono basis, aimed to boost early diagnosis rates of Barrett’s oesophagus and oesophageal cancer by challenging the belief that persistent heartburn is normal, increasing awareness of persistent heartburn’s link to these diseases, and encouraging getting symptoms checked early.

Through market research including a landscape analysis, stakeholder interviews, a public questionnaire and SWOT analysis, we identified goals, target audiences and channels aligned with the unmet needs of the disease and HCUK’s audience. We employed census mapping and known risk factors for oesophageal cancer to primarily target men over 50 in regions with higher levels of depravation, supported by effective online and in-person advertising campaigns to maximise reach.

Approach

To achieve awareness within our hard-to-reach target audience, our campaign centered on relatable personal stories, featuring real individuals to highlight overlooked symptoms, supported with data to illustrate the scale of the issue.

We established a strategic communication plan for the campaign, selecting marketing channels based on their suitability to the audience demographics. Outdoor advertising at fuel pumps and bus stops provided further contact points with our audience and those with high-risk lifestyle or occupational behaviours, increasing the campaign’s visibility in everyday environments.

To reach symptomatic individuals directly, leaflets were distributed in pharmacies near reflux medications, while digital posters were displayed in GP waiting rooms to reach patients with symptoms or associated comorbidities. Scheduling the campaign during Oesophageal Cancer Awareness Month leveraged heightened public attention, enhancing its visibility, and was launched with the illumination of the Spinnaker Tower in Portsmouth to symbolise hope and awareness.

Impact

Our campaign was successful in achieving national and local reach, with press coverage reaching an estimated 278 million national viewers, and targeted advertising and collaborations in Wessex driving reach in higher deprivation areas. By engaging with NHS Cancer Alliances, we were able to prepare them for increased referrals. This communication resulted in their involvement in the campaign, providing us with local insight for advertisement placement and community outreach. This collaboration has fostered lasting regional impact, as all materials can be edited and redistributed to improve patient outcomes beyond this initial campaign as it launches in other UK regions.

Outdoor advertising at fuel pumps and bus stops increased disease awareness to the public, sparking information-seeking behaviour, evidenced by the influx in website traffic primarily from organic and paid search. Digital content, particularly videos, boosted social media impressions and amplified the messaging to a wider audience. Growth in followers on Facebook and LinkedIn also confirms resonance with the target audience and potential for long-term influence.