cancer research uk generic campaign presentation of research findings may 2012 prepared for:cancer...

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Cancer Research UK Generic Campaign

Presentation of Research Findings May 2012

Prepared for: Cancer Research UKPrepared by: Research Works Ltd, Regency House, 219a, Hatfield Road, St Albans, Herts. AL1 4TB (01727 893159)

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Research objectives, method and sample

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Research objectives

Main campaign pre & post activity: Recall of cancer communications in past month Recall of the campaign amongst the target group

Direct Mail campaign: to establish: Readership amongst the target group Initial reactions/reactions e.g. appropriateness

Both campaigns: Establish awareness of the campaign messages Impact on awareness of the improvements in cancer outcomes Impact on awareness of the benefits of early detection/diagnosis Impact on intentions to visit the GP with an unusual or persistent

change Impact on confidence in talking to the GP

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Research approach

The evaluation assess the impact of the campaign overall and a more in-depth assessment of the impact of the Direct Mail activity

Main campaign pre & post stage research comprising: Quantitative survey in-street Warrington pre & post activity 508 interviews pre stage & 499 interviews post stage Inner and outer campaign areas (time pressure and change in location

precluded ‘control’ and ‘test’ areas) Observation – 2 days Cancer Research Awareness Roadshow & iVAN

with film footage

Direct Mailing Using the Direct Mail contact lists, 70 telephone interviews completed All respondents aged 50+, C2DE and recalled receiving the mailing In addition, 12 face-to-face follow up depth interviews

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Sample Pre & Post: overview 508 interviews completed pre: 275 inner v’s 233 outer 499 interviews completed post: 260 inner v’s 239 outer Matched quota sampling in both the inner and outer

campaign areas to ensure comparability pre and post: Gender Aged specified Socio economic group

Only difference between the inner and outer samples is the % of DE respondents:

Inner area (60% pre and 62% post) Outer area (53% pre and 61% post)

No other significant differences in the pre and post samples were identified

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Sample Direct Mail

Significantly more women and DE respondents in the direct mail sample reflects deprived nature of inner campaign area and women’s role in maintaining the health of the household

70 telephone interviews with those who recalled receiving the Direct Mail

567 people were telephoned and 12% agreed to be interviewed 52% did not remember getting the leaflet and letter 11% remembered getting the leaflet and letter but didn't read it 25% refused to take part/not interested

Gender0

1020304050607080

Male

Fe-male

Age0

10

20

30

40

50

60

50-7071+

SEG0

20

40

60

80

C2DE

Base: (70)

29%

71%

44%

56%

77%

23%

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Campaign and evaluation dates

Research task Dates

Be Clear on Cancer Campaign Activity

30th January to 19th March including TV, radio, press and poster activity

Pre-stage quantitative 1st – 6th March

Observational visits CRUK Roadshow 14th MarchiVan at Warrington Hospital 22nd March

Campaign from 19th March – 13th AprilDirect Mail sent 28th – 29th March

Direct Mail qualitative interviews 10th and 11th April

Direct Mail quantitative interviews 3rd – 13th April

Post-stage quantitative 12th – 17th April

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Overall approach to sampling, weighting and statistics

Data not weighted – statistical analysis shows that sampling approach achieved matched samples (which was the key requirement)

Therefore, we can be confident that any significant changes pre to post are due to differences in attitude, not differences in sample profile

Statistical testing was carried out to assess whether differences between pre and post and inner and outer samples were statistically significant (using a confidence interval of 95%)

Figures marked ‘*’ denote a significant difference at 95% pre v’s post

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Main Findings

Recall of cancer communicationsHave you seen or heard any advertising or received any communication which talked about cancer in the past month?

8%* rise in recall pre v’s post

There was higher recall across the whole sample (i.e. both inner and outer areas) amongst:

Women (strong role in maintaining health of the household) 50-70 year olds (the younger end of the campaign audience) C2 group those living in the inner campaign area

Base: all pre (508) post (499) * significant difference at 95% pre v’s post

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Total Inner Outer

Pre 60% 59% 63%

Post 68*% 68% 68%

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Recall of activity – (unprompted + prompted)Can you tell me where you have seen, read or heard it?

Post

Pre

Post

Pre

Post

Pre

Post 66%TV

DM

Radio

National Newspaper

LocalPress

Poster/Billboard

72%77%

60%

10% 17%16%* 20%*

6% 16%

3%8%

6%

12%*

11%21%*

GP

3%

8%*

5%20%*

3%12%*

20%*6%

3% 13%17%

* NET unprompted + prompted

Base: all recalled pre (303) post (341) * significant difference at 95% pre v’s post

The influence of the ‘Be Clear On Cancer’ campaign is clearly indicated by high recall of TV activity

However, there are significant increases in recall of direct mail, local press, and poster/billboard activity post-campaign which seem more likely to be the result of CRUK activity

3%

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Recall of activity – (unprompted + prompted)Can you tell me where you have seen, read or heard it? (2)

Post

Pre

Post

Pre

Post

Pre

Post

Less than 1%

Magazine

Phone kiosk

Leaflets handed out in street

Ivan

Hospital/pharmacy/dentist

Cancer Awareness Roadshow

Local Event

3% 7%3%

8%

1%2%

1%

4%2%

3%5%

2%

2%

9%

1%1% 2%

1% 2%1%

Base: all recalled pre (303) post (341)

* NET unprompted + prompted

2%0%

1%

1%

*1%

Less than 1%

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Campaign activity – Roadshow observations

Although the Roadshow and Ivan may not feature in the quantitative results, their effect on individuals must not be overlooked

“I read this leaflet, so where should I go to get something checked out? Would it be a

nurse or a doctor?”

Conversation between an older man sitting with his family and a

vicar in Warrington Hospital, discussing the leaflet and how much more hope there was of surviving cancer now than 40

years ago.

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Campaign activity – Roadshow observations (2)

Reactions to the Gill and Eric leaflet

“It’s a useful piece of information to read. You can never know enough about cancer. I know we have to catch it quick to

stand a chance.”

“It’s useful. I will probably keep it handy in case I’m worried

about anything.”

“I’ll read this and pass it on to my friend.”

“It’s nice to see the people looking so well and enjoying life again. It makes you a bit more

hopeful doesn’t it?”“I shall read this when I get home with my cup of tea.”

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Communication – (unprompted)What do you remember about the communication? Pre Post

About bowel cancer 38% 17%*

Tells you symptoms of bowel cancer 12% Less than 1%

Go to see the GP 10% 13%

Check yourself/Be aware 7% 9%

About Breast Cancer 7% 4%

About Prostate Cancer 5% 6%

Information on symptoms 2% 6%*

Check for blood in poo 7% 5%

Early detection 5% 5%

Life stories about cancer 1% 5%

Base: All recalled Pre (303) Post (341) * significant difference at 95% pre v’s post

What do you remember about the communication? Pre Post

Go to see the GP 32% 25%

Early detection 17% 20%

Check yourself/Be aware 10% 13%

Do not ignore symptoms 7% 10%

Cancer is treatable if caught early 4% 7%

Be more aware 9% 5%

In our experience, the wide range of spontaneous messages indicates a degree of engagement with the topic - cancer

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Communication – (prompted)What were the key messages you saw, heard or read?

What were the key messages you saw, heard or read?

Pre Post

Awareness of bowel cancer 71% 46%*

Importance of early detection 43% 54%*

Visit GP if unusual/persistent change 31% 40%*

Cancer screening 19% 24%

Lifestyle and cancer risk 14% 20%

Improvement of survival rates 14% 21%*

Signs of other cancers

Base: All recalled Pre (303) Post (341) * significant difference at 95% pre v’s post

The observable increase in recall of improved survival rates seems likely to have been driven by the prominent CRUK campaign headline: ‘You’re more than twice as likely to survive cancer than 40 years ago’

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Source of cancer communication (prompted)Do you recall the name of the main organisations behind what you saw, heard or read?

Post

Pre

Post

Pre

Post

Pre

Post

Pre

Post

PreCRUK

PCT

Macmillan

Marie Curie

Don’t Know

Base: all who recalled pre (303) post (341)

Pre Post

Inner 30% 28%

Outer 23% 21%

27%

25%

18%13%

8%

10%

5%

3%

46%

51%

The results reflect the crowded marketplace for cancer communications. It is clearly difficult for the general public to attribute messages to particular organisations

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Direct Mail findings

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Posters – Jill and Eric

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Awareness and impact of key campaign elements Post campaign – Poster

Have you seen this communication before?

Please rate how much agree or disagree with the following statement? ‘After seeing this poster, l would be more likely to seek advice if I had a persistent or unusual change to my body’

46% recalled seeing the poster Recall higher in the inner

campaign area 52%* vs. 39% outer area

82% agree

Nearly half recalled the poster, with higher recall in the inner campaign area where the poster sites were located

Base: all post (499) * significant difference at 95% pre v’s post

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Press – Jill and Eric

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Awareness and impact of key campaign elements Post campaign – Press


Please rate how much you agree or disagree with the following statement? ‘After seeing this leaflet, I would be more likely to seek advice if I had a persistent or unusual change to my body’

44% recalled seeing the press advert

Recall higher in the inner campaign area 51%* vs. 37% outer area

81% agree

Two fifths recalled the press advert, with recall in the inner campaign area increasing to almost half


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Direct Mail – leaflet

Awareness and impact of key campaign elements Post campaign – Leaflet


Please rate how much agree or disagree with the following statement? ‘After seeing this leaflet, I would be more likely to seek advice if I had a persistent or unusual change to my body’

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21% recalled seeing the leaflet Recall higher in the inner

campaign area 28%* vs. 12% outer area

79% agree

One fifth recalled the leaflet, with recall higher in the inner campaign area a result of the targeting of the direct mail campaign


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Campaign materials message take-out – (prompted)What were the key messages of the communications I have just shown you?

Signs of Other Cancers

Lifestyle and Cancer Risk

Go Cancer Screening

Signs of Bowel Cancer

Improvement in Survival Rates

Visit GP if Persistent /Unusual Changes

Importance of Early Detection

Base: all post (499)

53%

46%

34%

24%

21%

19%

14%

When prompted, around half selected the key campaign messages: the importance of early detection and encouragement to visit the GP. A third also selected the headline message about an improvement in survival rates

No statistically significantdifferences between inneror outer areas

44% read all or most of DM 37% read some 19% glanced through it

Engagement with Direct Mail – (unprompted)Why did you read this leaflet and letter on cancer?

Base: all who recalled Direct Mail (70)33

Top 5 reasons for engagement

‘It is important’ 33%

‘Interesting’ 17%

‘Wanted to read it’ 16%

‘Cancer in my family’ 13%

‘To learn’ 11%

Two fifths read most or all of the Direct Mail. A third chose to do so because they felt it was important

In RWL’s evaluation experience , a higher degree of engagement for an older 50 + audience is indication of success

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Message take out from Direct Mail – (Unprompted) Can you describe what this mailing on cancer was about?

Survivors' stories

Better Survival if Early Diagnosis

Importance of Early Diagnosis

Go to Doctors

Be Aware of Symptoms/Know What to Look For

Base: all who recalled Direct Mail (70) *All other responses less than 10%

60%

26%

23%

17%

10%

Three fifths spontaneously identified one of the key campaign message communicated by the Direct Mail: be aware of symptoms. A quarter identified ‘go to the doctor’ and the importance of early diagnosis as campaign messages

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Message take out from Direct Mail – (Prompted) What were the key messages of the direct mailing on cancer that you received?

Bowel Cancer

Survival rates

Cancer Screening

Visit GP if Persistent/Unusual Changes

Importance of Early Detection 100%

100%

97%

37%

7%

Prompted recall of the campaign messages about the importance of early detection and the need to visit the GP rose to 100%

Base: all who recalled Direct Mail (70)

Direct Mail – qualitative feedback

The Direct Mail was an extremely effective way of communicating with an older, C2DE audience. It was positively rated as ‘personal’, ‘engaging’ and ‘informative’

Eric and Gill were clear strengths: ‘localness’ was a significant factor, as was the use of an identifiable ‘peer’

Respondents recalled Eric and Gill from the outdoor and press elements of the campaign 36

“If it’s come to your door, with your name on it, then it’s meant

for you.”

“I opened it and thought, ‘Oh, it’s the Warrington woman.”

“It really brings it home because it’s someone local.”

Direct Mail – qualitative feedback (2)

The positive tone of the creative was very much appreciated

The ‘good news story’ about survival rates increasing also achieved impact

“She looks really well and happy with life. It looks like she has a rucksack on her back, so she could be going walking, so it shows you

can be fit afterwards.”

“This really hit me [the headline]. It’s just over 40 years ago my dad died of cancer. Maybe if he had got it now he might have survived it. It

was quite a personal message for me here.”

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Direct Mail – qualitative feedback (3)

Qualitative evidence suggests that the campaign messages were clearly understood

“It gives you the spirit to see your GP if you are worried about

any of the symptoms.”

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“It’s telling you to get to the doctors. The earlier you go, the

better it is to catch it.”

“I don’t spend my time thinking about looking for signs of

cancer, so to receive this in the post is a good reminder – a

nudge that maybe I should be getting something looked at.”

“Eric is telling the men that they need to go to the doctor. Some men just think they are immune to it. He is pointing out that you are not on your own when you

get it – there are people out there to help you.”

Direct Mail – qualitative and quantitative

There was evidence that the leaflet was being shared amongst family and kept

“We [husband and wife] got our letters on the same day so we

read them together.”

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“I have put my leaflet in the drawer – it looks like a handy bit of information and I may want to

refer to it again.”

“I showed it to my daughter and she thought it was good too. It

was the bit about finding out early that we talked about

because then you have more chance of survival.”

What did you do with the leaflet and letter on cancer? 79% kept it for themselves 21% threw it away

Did you speak to anyone about this leaflet and letter on cancer? 66% spoke to family and friends 34% did not speak to anyone

Base: all who recalled Direct Mail (70)

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Attitudinal findings from pre and post data

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Call to action: if you had a persistent or unusual change, how likely would you be to visit your GP?

A significant shift in propensity to visit GP post stage

Pre stage – all very likely Post stage – all very likely

85% total 91%* total

83% inner 89%* inner

88% outer 92% outer

Base: All pre: (508) post: (499) * significant difference at 95% pre v’s post

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Perceived barriers to help-seekingEmotional Barriers – Yes

Emotional barriers Pre Post CAM

Whole Inner Whole Inner

Worried 33% 31% 39%* 40%* 37.1%

Scared 21% 21% 16%* 17% 23.2%

Embarrassed 12% 13% 8%* 9% 17.4%

Lack of confidence 7% 6% 7% 7% 9.6%

Base whole: All Pre (508) Post (499) * significant difference at 95% pre v’s postBase inner: All live in inner campaign area Pre (275) Post (260)

An increase in worry as a barrier to help-seeking likely to be the result of encouraging personal thought, but there

was a notable drop across the whole campaign area in feeling scared and embarrassed

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Perceived barriers to help-seekingService Barriers – Yes

Service barriers Pre Post CAM


Difficult to make an appointment

25% 25% 30% 36% 36.5%

Wasting time 11% 12% 9% 7%* 26.1%

Difficult to talk to 5% 4% 6% 5% 13.9%


There is an observable increase in the difficulty of making an appointment being a barrier to help-seeking, particularly

in the inner area where the extent of the barrier reflects the national data

Decrease in those saying that wasting time was a barrier significant in the inner campaign region

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Perceived barriers to help-seekingPractical Barriers – Yes

Practical barriers Pre Post CAM


Too busy 4% 5% 2% 2%* 21.1%

Other priorities 8% 10% 4%* 4%* 17.5%

Transport 6% 9% 5% 5% 5.1%


Decrease in those saying that having ‘other priorities’ was a practical barrier significant across the campaign area as

well as in the inner campaign region only

Decrease in those saying that being ‘too busy’ was a barrier significant in the inner campaign region only

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Attitudes to cancer – strongly agree

Attitudes to cancer Pre Post


More likely to survive cancer now than 40 years ago

75% 70% 84%* 83%*

Cancer diagnosis early is more likely to be treatable

72% 71% 80%* 76%

People who’ve had cancer can expect to continue a normal

life

50% 45% 51% 47%

Cancer diagnosis is a death sentence

5% 6% 3% 3%

Going to the GP early makes no difference to changes of

surviving

4% 5% 2% 1%*

Cancer diagnosed early makes no difference to chances of surviving

3% 4% 3% 3%


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Conclusions

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Conclusions

Overall, disaggregating spontaneous recall of specific BCOC and CRUK campaign activity is difficult, given that the two campaigns were running very closely together and the general public’s difficulty in attributing the provenance of specific cancer communications

However, there are significant post-campaign increases in recall of local press and DM activity which seem more likely to be the result of CRUK activity, particularly given than recall of BCOC TV and radio activity is decreasing post-campaign

The significant increase in recall of improved survival rates seems likely to have been driven by the prominent CRUK campaign headline: ‘You’re more than twice as likely to survive cancer than 40 years ago’

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Conclusions (2)

Prompted awareness of the CRUK campaign materials provide greater understanding of the success of the campaign:

Half recalled the poster, with higher recall in the inner campaign area where the poster sites were located

Two fifths recalled the press advert, with recall in the inner campaign area increasing to half

One fifth recalled the leaflet, with recall higher in the inner campaign area a result of the targeting of the direct mail campaign

When prompted, half selected key campaign messages: the importance of early detection and encouragement to visit the GP. A third also selected the headline message about an improvement in survival rates

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Conclusions (3) Quantitative and qualitative findings from the Direct Mail

activity demonstrate that this was a key component of the campaign

Two fifths of those who recalled the Direct Mail activity read most or all of the Direct Mail

A third of those who recalled the Direct Mail activity chose to read the Direct Mail because they felt it was important

Three fifths of those who recalled the Direct Mail spontaneously identified one of the key campaign messages: to be aware of symptoms. A quarter identified ‘go to the doctor’ and the importance of early diagnosis as campaign messages

Qualitative feedback suggests that the Direct Mail channel as well as the positive tone of the creative and choice of a local peer to deliver the messages were key ingredients in the success of the mailing

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Conclusions (4)

Statistically significant changes in attitudes towards cancer have been identified:

Decrease in those saying ‘wasting time’ was a barrier to help seeking in the inner campaign area

Decrease in those saying that being ‘too busy’ was a barrier in the inner campaign area

Decrease in those saying that having ‘other priorities’ was a barrier across the campaign area, as well as the inner area

Increase in those agreeing that one is ‘more likely to survive cancer now than 40 years ago’ across the campaign area, as well as the inner area

Increase in those agreeing that cancer diagnosis early makes it more likely to be treatable across the campaign area,

Decrease in those strongly agreeing that going to the GP makes no difference

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Recommendations

The ‘localness’ of the campaign is a key ingredient in its success:

The local, human interest case study approach engaged The survival angle hooked the audience The communication approach successful for a older DE

audience And the media planning ensured repeat exposure to the

campaign

Although the campaign has a generic message (in that it is not cancer specific), it is specific in terms of localness

The choice of media was appropriate for the target audience, local press reinforced by the direct mail

cancer research uk generic campaign presentation of research findings may 2012 prepared for:cancer...

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