Guiding campaign development and assessing advertising impact

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Why the client needed the research
International comparisons show that survival from lung cancer in Wales is almost the lowest in Europe, at 28th out of 29 countries. Many different factors influence survival, but earlier diagnosis and optimal access to potentially curative treatments such as surgery and radiotherapy play a key role in turning things around for lung cancer patients in Wales.

At the time this work was conducted, public awareness campaigns aimed at achieving earlier diagnosis of lung cancer through equipping people with knowledge of what to look out for, and encouraging people to go to their GP, had already been undertaken in England, Scotland and Northern Ireland. This provided a valuable opportunity for Wales to build on what had gone before.

imageBased on the evaluation data of previous activity, Cancer Research UK had been keen to see Wales pursue national, centrally-led awareness activity on lung cancer, with the aim of equipping people with knowledge of what to look out for and encouraging people to go to their GP. In support of this, Cancer Research UK commissioned Beaufort Research to undertake audience testing of the existing campaign materials from previous lung campaigns to help inform a Wales campaign, and surveys to assess the impact of the resulting Wales campaign on key areas including awareness.

Our approach
Materials from three existing campaigns (including, TV, radio and print executions) needed to be tested in terms of message, relevance, impact and call to action. In addition, it was important to identify where enhancements might be needed to make the campaign as relevant as possible for people in Wales. We used focus groups across Wales (including some in the medium of Welsh) to explore reactions to the campaigns.  We also captured behavioural feedback with a participant pre-task, in which those recruited to take part completed a short diary detailing their daily activities and what media they had consumed in the period before attending the focus group.

The insights from the focus groups were used by the client and key stakeholders to inform the content of a tailored lung cancer symptom awareness media campaign for Wales, led by the Wales Cancer Network. The effectiveness of the campaign was evaluated through a pre- and post-campaign survey conducted on the Beaufort Wales Omnibus, which involves face-to-face CAPI interviews with a representative sample of 1,000 adults across Wales each wave. The survey was designed to measure recall of the different campaign elements and take-out of its key messages, as well as impact on attitudes towards lung cancer and likelihood of visiting a GP.

The outcome
Our results from the initial qualitative research clearly highlighted to the client and stakeholder group which elements of each campaign were suitable for taking forward in Wales without losing message consistency and clarity and highlighted tweaks required to ensure that the campaign felt tailored for Wales. The subsequent Omnibus tracking research has helped measure the effectiveness of campaign activity in Wales, by providing robust feedback on awareness and impact of the communications on the Welsh public’s attitudes and behaviour.