Government readies £9m cancer campaign
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The Department of Health has been given the green light to launch a £9m campaign to alert people to the early signs of cancer despite the current restrictions on departmental spending.
The social marketing and advertising activity, planned for January next year, will consist of 59 local campaigns focussing on breast, bowel and lung cancer.
For example, NHS Leeds plans to advertise on bus routes to encourage early presentation and reduce mortality from lung cancer among the over 50s.
Funding for the campaign has been cleared by the Cabinet Office, according to a spokeswoman.
There is currently a freeze on “non-essential” marketing and advertising spending by government departments. Departmental spending over £25,000 now has to pass strict criteria to be cleared by the Cabinet Office.
The activity was cleared, the spokeswoman adds, because it passed the Cabinet Office’s test that “the campaign will deliver measurable benefits relating directly to immediate public health and safety.”
The DoH says that MCBD, VCCP and M&C Saatchi are pitching for the creative business. A decision is expected in October or November.
The department is also trialling a centrally-led campaign in two regions to raise awareness of bowel cancer symptoms.
The campaign will be introduced nationally, it adds in a statement, “subject to evaluation”.
YouGov Insight:
Healthy Living
- Over half of the adult population is either currently affected by or personally concerned about weight problems.
- 14% of men and 19% of women describe themselves as ’very overweight’, but the evidence suggests that many people may be underestimating the extent of their problem, particularly men.
- Men and women aged 40-54 are the likeliest group to see themselves as ’very overweight’. They are also the least likely age to eat healthily especially men.
- 53% of ABC1s take care to eat healthily compared to 40% of C2Des.
- 43% of ABC1s take regular exercise compared to 31% of C2DEs.
- Just one fifth of women in the UK are currently on a diet - double the number of men.
- Only one in ten adults agree that ’it’s more important to enjoy yourself rather than worry too much about healthy living.’
Click here for more information on this YouGov market report
