Don't Be Missed - Get Your NHS Targeted Lung Health Check
SBW
Client: South East London Cancer Alliance
In many of those cases this need not have happened. In South East London a free lung health check for 55-74 year olds - smokers and ex-smokers - was made available, with patients informed by letter, phone and text. Yet 75% of eligible people were failing to have their health check. We worked with South East London Cancer Alliance (SELCA) to address the problem, conscious that any significant uplift in response would save lives. At the core of our strategy was the understanding that this issue was just as relevant to wives and husbands, sons and daughters, as to the patient themselves. If we could make the message unmissable in the community, it would be amplified by family members nudging potential patients to have a lung health check. An empty chair symbolised the potential loss - someone missing, precious moments missed… so please don’t miss out on your free lung health check. The empty chair helped transcend language difficulties in multilingual communities and we engaged those communities to help us. The campaign was rolled out with geo-targeted activity across Meta, YouTube and Google supported by local partnerships using partner toolkits. Early results have exceeded expectations with content impressions and CTRs outperforming industry benchmarks. By combining behavioural insights, creative storytelling and a hyper targeted approach we delivered a cost-effective campaign that drove awareness and action to help SELCA achieve its objective: to save lives through early lung cancer detection.