Breast Cancer Awareness Month
34,567
plays delivered on digital screens across the campaign period
Hyperlocal
campaign targeting specific postcodes within the Humber and North Yorkshire
Turning Awareness Into Action
Breast cancer remains one of the most frequently diagnosed cancers in the UK, affecting nearly 56,000 women and 400 men every year. Alarmingly, incidence rates in women have increased by 24% between 1993 and 2019, making breast cancer the second leading cause of death among women in the UK. These figures underscore the urgent need for awareness, research, and action.
Thanks to advances in early detection and improvements in treatment, the death rate from breast cancer has fallen by an encouraging 41% since 1975. This powerful progress highlights the life-saving impact of raising awareness and encouraging public engagement.
At the centre of Breast Cancer Awareness Month is the mission to educate, empower, and inspire people to take action to detect breast cancer as early as possible. Every October, campaigns aim to drive meaningful change for a future where breast cancer’s impact is diminished and, ultimately, defeated.
Objective
The objective of this campaign was to raise awareness about breast cancer and encourage people in Humber and North Yorkshire to attend screenings.
Strategy and Execution
During Breast Cancer Awareness Month, the campaign adopted a hyperlocal approach by focusing on specific postcode areas within Humber and North Yorkshire. The team strategically deployed both digital and static 48-sheet billboards, selecting locations highly trafficked by the target demographic. The creative assets were thoughtfully designed to resonate with a particular age group, incorporating familiar imagery such as cassette recorders. These elements were chosen to evoke memories and emotional connections, thereby encouraging engagement and prompting individuals to consider attending breast cancer screenings. By tailoring the messaging and visuals to local communities and age-specific interests, the campaign maximised its reach and relevance, successfully driving awareness and participation throughout October.
Driving Early Detection Through Local Engagement
The Breast Cancer Awareness Month campaign in Humber and North Yorkshire set out to boost awareness and encourage participation in breast cancer screenings. Recognising breast cancer as a leading cause of death among women in the UK and noting rising incidence rates, the campaign’s importance lay in its targeted approach to saving lives through early detection.
This hyperlocal, age-tailored strategy proved highly effective in raising awareness, prompting engagement, and ultimately driving more people to attend screenings. The campaign’s success underscores the crucial role of innovative, community-focused outreach in reducing the impact of breast cancer and promoting early intervention.
Explore Work Showcase
