Scottish Government Bus Shelters

NHS Bus Shelter

The Objective

Detect Cancer Early was originally launched in February 2012 to increase the proportion of people in Scotland who are diagnosed in the early stages of breast, bowel and lung cancer by 25 per cent, by the end of 2015. The latest Detect Cancer Early message was designed to recommend that anyone suffering from a cough for three weeks or more should visit their GP to be checked out.

The Strategy

The core target audience for the campaign was C1C2DE adults 55+. In addition to activity on TV and press, the OOH element on 6 sheets in proximity to CTNs (Confectioners/Newsagents/Tobacconists) was activated in areas indexing highly against the target audience using Route, the OOH industry’s audience measurement approach.

The Execution

To amplify the activity, Primesight collaborated with Scottish Government, advertising and creative agency and PR agency to come up with a cost-effective creative solution, which resulted in Scotland’s first “coughing” bus shelter.

Passengers waiting at the bus shelter hear intermittent 30-second audio of a man coughing before a woman’s voice recommends visiting the GP if this person, or anyone they know, has been suffering from a cough for three or more weeks. The creative included an image of a man coughing with the campaign strapline “Don’t get scared, get checked.”

The Outcome

“Our brief wasn’t easy – raise awareness of a key sign of lung cancer in an engaging and creative way. But Primesight delivered. Not only did the unique build generate talkability in the local community, but it also caught the eye of local and national news-desks.

The team went above and beyond - we can’t wait to see what else they have up their sleeve!”

Diane Primrose
Marketing Manager, Healthier
The Scottish Government

Goals

Raise awareness for the symptoms of lung cancer

Highlight signs of lung cancer

Recommend visiting the GP if patients, or anyone they know, has been suffering from a cough for over three weeks

Results

100 shares on The Drum

Covered by:

the BBC

Scotsman

The Drum

DOOH

Business Insider

Event magazine

Little Black Book

etc.

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