Finalist
Face your Fear
Summary of work
The Face your Fear campaign tackled the UK’s largest cancer killer, lung cancer, and was a multifaceted programme including: digital content, community outreach and awareness-raising, running during November 2019. The campaign’s focus was on encouraging the unworried unwell who might potentially have lung cancer to engage with healthcare providers. The campaign’s social media content featured ten case studies with lung cancer diagnosis from high incidence/ poor outcome areas. The content from these participants demonstrated the diversity of symptom presentation and benefit of diagnosis, regardless of stage at presentation. It challenged the stigma around lung cancer which can inhibit early diagnosis and access to support. Digital content reached 1.3 million viewers and traffic on the symptoms web page increased by 120% compared to the same period in 2017. The campaign delivered an interactive Roadshow in target areas and deployed an innovative virtual reality film and tablet-based quiz to gauge the knowledge of the target population.
The budget for the campaign was sponsored by AstraZeneca for £84,000, with staff support in kind from Roy Castle Lung Cancer Foundation to the value of £10,000.
Judges’ comments
Face your Fear was a strong campaign with multiple elements and good insights. The use of virtual reality showed that this element really can work.
