Created The First Poster To Catch Lung Cancer to give the Marie Keating Foundation a campaigning platform
AIM AWARDS 2023 WINNER: MARKETING CREATIVITY & INNOVATION
INTERNATIONAL GERETY AWARDS 2023 SHORTLISTS: INNOVATION - HEALTH
The Marie Keating Foundation is one of the best known cancer charities in Ireland, but most associated with breast cancer. To increase the profile of their 'early diagnosis' brand purpose, we worked with them on consecutive lung cancer awareness campaigns from 2020, creating The Big Check Up as the rallying call. Without a national lung screening programme, the patient's own identification of symptoms and self-referral is the powerful tool we have. Early diagnosis dramatically improves survival for Ireland's most deadly cancer.
In 2020, we launched The Big Check Up during the Covid pandemic with a campaign that urged people to check in on their parents and a telephone number 1800-COUGH that would help identify a cough that needed to be seen by a GP
In 2021, we created The News, the short film that could be a feature thanks to early diagnosis.
For Lung Cancer Awareness month 2022 the ambition was the biggest yet - how could we bring down the lung cancer death rate for Ireland's deadliest cancer?
We needed a strategic and disruptive intervention - one that reached patients at risk and caught the attention of government
THE FIRST POSTER TO CATCH LUNG CANCER, a radical innovation to bring down lung cancer deaths, catch the attention of the target and government, and prompt a lung screening trial to be put on the national agenda
Ambient - Innovation - OOH - Social - Radio - PR
Using bespoke technology we created an OOH special - a poster than only reveals itself to those who cough. The innovative approach seeks to encourage those with a long-standing cough to get it checked, and to reach them in the most targeted way possible.
The First Poster To Catch Lung Cancer is the 'most targeted' lung cancer campaign ever - saving lives now and in the future using hope and innovation to reach a reluctant audience
We considered where smokers and ex-smokers were likely to be - outside. Either smoking or vaping as recovered smokers. Factoring in lower socio-economic status as an additional risk factor, it needed to be an OOH poster at a bus stop.
Using the budget in the smartest way possible, we filmed the poster in action, combining it with powerful patient testimony that new treatments were pro-longing their life. Tactical online media and radio buys targeted the areas where incidence of lung cancer is highest - lower urban socio-economic areas and some rural outliers.
WE ARE CLOSER THAN EVER TO NO LONGER NEEDING A POSTER TO CATCH LUNG CANCER IN THE FUTURE
Visits to the Marie Keating Foundation Lung Cancer page increased by 124.3%over previous month
59% of those surveyed through Ireland's Men's Sheds (Those most at risk of lungcancer are men 40-65) said they were more likely to get a cough checked having seen the film
A ONE MONTH NOVEMBER CAMPAIGN
HAS SPRING-BOARDED A 12MONTH NATIONAL CONVERSATION
FOR THE FIRST TIME THE MARIE KEATING FOUNDATION WERE INVITED INTO GOVERNMENT - TO A DAIL AND SEANAD ROUND TABLE
OUR INNOVATION HAS PROMPTED GOVERNMENT TO CONSIDER A MAJOR INNOVATION - A REVIEW FOR THE FIRST TIME OF A NATIONAL LUNG SCREENING TRIAL ON THE NATIONAL AGENDA
20 APPLICATIONS FOR TRIAL ARE ALREADY SITTING WITH GOVERNMENT