detect cancer early breast cancer campaign information pack

DETECT CANCER EARLYBREAST CANCER CAMPAIGN INFORMATION PACK

CONTENTS1. DETECT CANCER EARLY PROGRAMME OVERVIEW

2. SOCIAL MARKETING CAMPAIGN OVERVIEW – BREAST CANCER

3. MARKETING ACTIVITY

4. WE NEED YOU TO HELP!

5. TEMPLATE COMMUNICATION MATERIALS FOR YOUR USE

6. CAMPAIGN ASSETS YOU CAN USE

7. USEFUL CONTACTS

1. DETECT CANCER EARLY (DCE) PROGRAMME OVERVIEWThe overall objective of the DCE programme is to increase the proportion of Scots diagnosed in the firststage of cancer - initially focusing on breast, colorectal (bowel) and lung cancer – by 25 per cent by 2015.This is to help improve survival rates from cancer. If successful, this initiative could save an additional 300lives a year by the end of 2016.

Over recent years, positive progress has been made in reducing cancer waiting times. However, too oftenin Scotland, cancers are not detected early enough and late detection means poorer survival rates.

Scotland lags behind the European average for five-year survival rates from all types of cancer1. Onereason for this is because a diagnosis is being made when tumours are at a stage when life-saving(usually surgical) treatment can’t contain the cancer’s impact and spread2. Breast, colorectaland lung account for almost half of the total number of new cases of cancer in Scotland.

The DCE programme has a workstream focussed on public awareness and behaviour-influencing.

Considerable insight gathering and research informed a programme of social marketing campaigns. These began in February 2012 with the first being an overarching empowerment campaign raising aware-ness of the benefits of early detection. This aimed to tackle fear and apprehension about seeing a doc-tor and to reaffirm that treatment and survival has improved in the last 30 years. This is to be followed by a series of tumour specific campaigns to raise awareness of the signs that could indicate cancer that should prompt help-seeking behaviour. The first tumour specific campaign to follow is for breast cancer. The social marketing programme is building:

1. The ‘Priming campaign’ ran for six weeks from 21st February 2012 and was featured on TV, radio, press, alongside a field roadshow and PR. This focussed on addressing the fear associated with cancer and encouraged people to see their GP with any worries (because the earlier you get checked, the easier it is to treat).

2. A ‘Breast Cancer campaign’ is launching next – on 4th September 2012, preceded by a two week repeat of the ‘priming’ campaign TV ad. This will run across TV, radio, press, magazines, PR and a field roadshow.

1 http://www.scotland.gov.uk/Resource/Doc/924/0119872.pdf

2 Further information can be found: http://cancerhelp.cancerresearchuk.org/type/

http://www.kingsfund.org.uk/publications/cancer_survival.html

2. SOCIAL MARKETING CAMPAIGN OVERVIEW – BREAST CANCERBackground

Breast cancer is the most common cancer in Scottish women, accounting for almost 30% of female cancer cases in 20102.

The number of people diagnosed with breast cancer is projected to rise to around 5,180 per annum forthe period 2018 to 2022 (compared to around 4,430 a year between 2008-2012), an increase of 17%4. This reflects the impact of Scotland’s ageing population as well as improvements in diagnosis.Progress in early diagnosis, treatment and survival has been steady in breast cancer – deaths fromfemale breast cancer have decreased by 21% in the past 10 years3. But one in nine women in Scotlandwill still be diagnosed with breast cancer in their lifetime4.

And yet early detection often makes the critical difference to survival rates. In fact, you’re five times more likely to survive breast cancer if it’s diagnosed and treated at the earliest stage5.

The social marketing issue:

Even though breast cancer is an important fund-raising issue for the public, evidence suggests this oftenfails to translate into basic knowledge around signs and symptoms and the need for early detection.

Quantitative research carried out for the breast cancer campaign by TNS Scotland in 2012 showed thatmany women are not proactively checking their breasts:– 42% of women (45+ C2DE, Scotland) check less frequently than once a month– And almost a quarter of women (as above) check their breasts less than once a year.

Even those women who do check have poor knowledge of potential breast cancer signs and symptomssuch as changes to nipple appearance, size or shape of breast, dimpling, skin texture or nipple discharge.

Yet around 20 per cent of symptomatic breast cancer patients present to clinicians with symptoms otherthan lumps6. So it’s important that women know what the other signs are.

There is still an issue around people lacking the confidence to approach their GP about their healthconcerns, as they worry they’re wasting the doctor’s time or feel silly that they are concerned aboutchanges to their body. Furthermore cancer is the number one fear for the British public; feared ahead of debt, knife crime, Alzheimer’s disease and losing a job.

However half of all people diagnosed with cancer now survive the disease for at least five years7.

2 NHS ISD - Cancer in Scotland. http://www.isdscotland.org/Health-Topics/Cancer/Publications/2012-04-24/Cancer_in_Scotland_summary_m.pdf3 NHSScotland ISD, Cancer Incidence Projections. http://www.isdscotland.org/Health-Topics/Cancer/Cancer-Statistics/4 NHSScotland ISD, Cancer Mortality in Scotland 2010 http://www.isdscotland.org/Health-Topics/Cancer/5 NHSScotland ISD, Cancer in Scotland http://www.isdscotland.org/Health-Topics/Cancer/6 http://info.cancerresearchuk.org/cancerstats/types/breast/survival/ http://www.scotland.gov.uk/Publications/2008/10/24140351/37 ISD Cancer Information Programme http://www.isdscotland.org/Health-Topics/Cancer/Cancer-Statistics/All-Types-of-Cancer/

Strategic marketing recommendation

To improve breast cancer survival rates, there are three main behaviour changes required as part of the Detect Breast Cancer Early campaign.1. Maximising participation in the national breast screening programme through informed consent 2. Enabling people to look out for and recognise potential early signs of breast cancer3. Encouraging people to act on these signs as early as possible by visiting their GP

Social marketing therefore needs to:• Encourage women to have the confidence to see their GP about any changes to their breasts straight away• Normalise discussion of breast cancer signs in a way that gives women confidence to see their GP• Provide clarity and confidence around the possible signs (not just lumps).

Following qualitative research, some key decisions were made about the implementation of the breast cancer social marketing campaign.• The creative work for the campaign had to raise awareness of and provide clear, accurate guidance on the different visual and physical changes that could indicate breast cancer, as lumps are not the only sign. This awareness-raising would then prompt the public to see their GP with possible early signs • A campaign using a variety of approaches was needed, particularly aimed at women C2DE 45+, in more deprived areas of Scotland• The creative element of the campaign had to normalise discussion about breast cancer

The creative route outlined in the next page was well-received in research. Women were hugely supportive of the fact that the television advert provides clear, visual guidance on signs of breast cancer.

The creative is bold and challenging but research demonstrates that it reaches out to women andenables them to take charge of their health. It also encourages them to visit their GP at an early stageif they have any breast cancer worries.

3. MARKETING CAMPAIGNA six-week marketing campaign will launch on Tuesday 4 September 2012 comprising: television, radio, magazine inserts and field roadshow activity, running alongside a public relations programme.

Creative Concept

TV: Central to the new campaign is a groundbreaking TV advert, which features a well-known Scottishactress. The advert aims to educate women about the signs of breast cancer and normalises discussionaround the issue. The advert ends with the strapline: ‘Don’t get scared. Get checked’ and a strong callto action to see a GP straight away with any changes to their breasts. The advert will also featureinformation on where to get help via NHS Inform by phoning 0800 22 44 88 or logging on towww.nhsinform.co.uk. It is hoped the advert will give women the confidence to talk about breast cancer by providing themwith facts, figures and knowledge on how to spot signs. Women will be encouraged to act quickly if theynotice any unusual or persistent changes to their breasts and make an appointment with their GP at theearliest opportunity. Due to the groundbreaking nature of the TV advert, it will not be available to view ahead of the launch. However spot times of when to watch the advert will be circulated on the morning of Tuesday 4th Sep-tember, along with a link to view the advert itself. Radio:The Scottish actress will also feature as the voice in the radio adverts to discuss the range of signs of breast cancer so the public can understand and recognise that lumps are not the only signs of breast cancer. Reinforcing her voice on radio helps to increase recognition of the concept and also reach a wider audience in Scotland. Magazine inserts, field roadshow and marketing collateral:- All marketing will use the general Detect Cancer Early strapline: ‘Don’t get scared. Get checked.’- Some material will also have a breast cancer-specific strapline: ‘Lumps aren’t the only sign of breast cancer.’- The www.nhsinform.co.uk website and helpline number will be visible alongside the NHS Scotland logo and Healthier Scotland logo.

Media Activity

Our media activity will target women in Scotland who are over 45 years old and is focussed on C2, D, Eaudiences.

TV: 60-second and 40-second versions of the television advert will be broadcast on Scottish Television,Channel 4 Scotland, Channel Five Scotland and also on ITV Breakfast in Scotland only.

Radio: Commercial radio stations will include: Real Radio Scotland, Real XS, Smooth Radio Glasgow, Radio Borders, Total Forth and Total Clyde. The community radio station Awaz FM is also included. Magazine inserts:Four or eight page inserts will be bound into a range of magazines including Take A Break, That’s Life,Bella, Pick Me Up, Woman’s Own, Woman, Woman’s Weekly and Chat.

Community: GP surgeries and community pharmacies in all NHS board regions across Scotland will receive stock of A5leaflets and two different versions of an A3 poster for the breast cancer campaign. These will arrive weekcommencing 3rd September 2012 from Health Scotland. The posters will signpost people to the NHSInform website and helpline.

Field roadshow: • 55 dates of field activity will take place throughout the whole of mainland Scotland. The roadshow will feature interactive tools to help engage with the public and increase their understanding of the different signs of breast cancer.• 30 dates of business to business (B2B) activity will support the roadshow. This activity involves supplying Local, small businesses with posters, window vinyls and leaflets to display in their shops/business.• Shetland, Orkney and The Western Isles NHS Boards will receive a roadshow kit each, along with packs of Breast Cancer posters, leaflets and vinyls to enable them to distribute locally.• Partnerships are being forged with businesses throughout Scotland, including transport companies, private and public sector businesses. Posters and leaflets will be supplied to display in their business for employees and the general public to see.

PR activity:There will be an on-going rolling PR programme focusing around media relations, events, social mediaactivity and creative tactics. The PR and marketing programme will kick off with a national launch on Tuesday 4 September 2012when the Health Secretary, Nicola Sturgeon will formally launch the campaign to stakeholders and themedia at the Filmhouse in Edinburgh. Press releases will be issued by The Scottish Government on Tuesday 4th September to NHS Boards for press office teams to promote the campaign within their own internal communications channels or to tailor for local media. A range of features will be seeded into national, regional and local media, using case studies, supportfrom cancer charities and health experts. Consolidated PR will be in contact with local NHS boards and charities for help to source local casestudies, professional experts and on-the-ground support for any local events. In addition, there are a number of paid-for media platforms planned, including feature items on RealRadio and Bauer Radio stations. Similarly, the PR agency may be in contact with stakeholders for support with these.

4. WE NEED YOU TO HELP! If you’re a clinician or if you work in healthcare, or if you work in some form of support for cancerpatients, please help and: • Talk to your patients, where appropriate, about the campaign and communicate some of the key messages to help us to break the stigma associated with talking about breast cancer • Display the posters and leaflets provided in GP surgeries and any other healthcare setting • Raise awareness of breast cancer screening services to patients who are eligible • Support the Detect Breast Cancer Early field marketing tour when it comes to your local area. We’ll be supporting these tours with articles in regional media titles and we may need help and input from local health experts at NHS boards. Contact [email protected] to be included in the list of volunteers. • This campaign will focus on areas of deprivation. We need your help to think about ways to talk to this audience in your area • Provide our PR agency with case studies of breast cancer survivors or comments or quotes that can be used in local media titles to help us raise awareness of the topic. Contact [email protected] if you can help. • Liaise with your local press about any additional activity you do to support the campaign and let [email protected] know so that wider national coverage can be achieved if possible. • Promote the Detect Breast Cancer Early campaign within your organisation, workplace or community. We can provide logos and images for leaflets, publications and the web. We also have template material that can be used across intranets, internal newsletters and social media channels such as Facebook or Twitter. • Signpost people to NHS Inform on www.nhsinform.co.uk or 0800 22 44 88 for more information about cancer and the signs and symptoms

5. DRAFT COMMUNICATION MATERIALS FOR YOUR USE You can help to promote the campaign by using your own communication channels to yourown audiences.

Copy for internal magazine or website

The material below can be adapted for use across a variety of internal communication channels.

Ground-breaking Breast Cancer campaign launches in Scotland

With the startling fact that one in nine women will be diagnosed with breast cancer in their lifetime, moreneeds to be done to inform and educate women on spotting the possible signs of breast cancer. A new Scottish Government Detect Breast Cancer Early programme has been launched which aims toimprove cancer survival rates by increasing the proportion of Scots diagnosed in the earliest stages of thedisease, when a better range of treatment can be made available to patients. Frontline healthcare workers will be key to this campaign by clarifying and educating patients on thesymptoms of breast cancer, as research has indicated that many women are not aware that lumps arenot the only sign of breast cancer. This all helps to ‘normalise’ the discussion around breast cancer in away that gives women confidence to acknowledge, discuss and seek help about their concerns. Central to the new campaign is a groundbreaking TV advert, which features a well known Scottish actressand is a UK-first – using images of breasts from real women who have experienced breast cancer. Theimages all show different signs of breast cancer including rashes, bleeding from nipples, puckered skinand inverted nipples. The end strapline is ‘Lumps aren’t the only sign of breast cancer’. It’s hoped the advert will give women the confidence to talk about cancer by providing them with facts,figures and knowledge on how to spot signs and symptoms. Members of the public will be encouragedto act quickly if they notice any unusual or persistent changes to their body or health and make anappointment with their GP at the earliest opportunity. Campaign adverts will appear across TV, radio, press and magazines over September and October. Theactivity is also supported by a national roadshow on mainland Scotland at the same time.

INSERT RELEVANT QUOTE FROM YOUR NHS BOARD OR ORGANISATION

NHS Scotland, leading clinicians and Scottish charities have given their support to the campaign andhealthcare professionals across Scotland are being urged to promote the importance of detecting cancerin its early stages to patients. To find out more about cancer and the signs of breast cancer, contact NHS Inform by phoning0800 22 44 88 or log on to www.nhsinform.co.uk

Copy for intranet

Don’t get scared. Get checked.Lumps aren’t the only sign of breast cancer. There are other signs you need to look out for too. Likedimples; skin that looks like orange peel; crusty or leaking nipples; or a nipple that’s become turned in. Ifyou notice any changes at all in your breasts, you need to see a doctor straight away - even if you’ve beenfor a screening recently. The earlier breast cancer’s found, the easier it is to treat. For more informationon what to look out for, go to nhsinform.co.uk, call 0800 22 44 88 or pick up a leaflet in your local area.

Copy for payslip

Lumps aren’t the only sign of breast cancer.Acting quickly on signs of breast cancer can increase the chances of survival, given that one in ninewomen will experience breast cancer in their lifetime. Don’t get scared, get checked.

Post for Facebook

Lumps aren’t the only sign of breast cancerOne in nine women will experience breast cancer in their lifetime but you have a higher chance ofsurviving the disease if it’s detected in it earliest stages. See your GP if you spot any unusual or persistentchanges. Don’t get scared – get checked. To find out more about cancer and the signs and symptoms,contact NHS Inform by phoning 0800 22 44 88 or log on to www.nhsinform.co.uk

Post for Twitter

One in nine women will experience breast cancer in their lifetime, so don’t get scared, get checked.

6. CAMPAIGN ASSETS YOU CAN USEThere are a number of campaign assets available now for you to access such as posters, leaflets, jpegs of images etc. If you would like these please contact Carolynne or Nicola at Consolidated PR directly on 0131 240 6420 or email [email protected]. Right now you can ask for:

• Jpeg of strapline - ‘Don’t get scared get checked’• Final PDF of leaflet and posters• Jpeg of the placard with just the call to action line on it ‘Don’t Get Scared, Get Checked’• Roadshow journey plan

As mentioned, due to the groundbreaking nature of the TV advert additional assets are embargoed but will be made available on Tuesday 4th September. Again, please contact Carolynne or Nicola at Consolidated PR from that date.

• Link to TV ads x 2• Adverts spot times for first week of campaign (the advert breaks when you can watch our advert on TV)• Screen grabs of the TV ad as jpegs, including the end frame• Jpeg of the final image with our actress and the ‘Don’t Get Scared, Get Checked’ placard• Jpeg of posters featuring our actress• Press ads• An iPad presentation to run on websites• PDFs of posters for GP surgeries and community pharmacies• Digital assets for websites - banners (variety of generic sizes you can adapt) including large scrolling banners, desktop wallpaper and buttons.

Please get in touch if you have case studies or have information to add to our Facebook page, or if you require campaign materials or need press liaison Carolynne Coole or Nicola Armstrong, [email protected] or tel 0131 240 6420 PR

Field Roadshow Agency Team Contact Details Please get in touch if you would like to volunteer for our roadshow or need information on venues and staff contacts- Jennifer Clark – details [email protected] or tel +44 (0)131 561 8606- Cara Sutherland – [email protected] or tel +44 (0) 131 561 8728

Scottish Government Marketing Team Contact Details - Jill Walker – Team Leader, [email protected] Gail Lyall – Strategic Marketing Manager, [email protected] Annie Finnie – Field Roadshow and Partnerships, [email protected]

Scottish Government Cancer Team Contact Details - Nicola Barnstaple – Programme Manager QuEST, [email protected] Catherine Calderwood – Senior Medical Officer, [email protected] Rachael Dunk – Team Leader The Quality Unit, [email protected] David Linden – Detect Cancer Early Programme Director, [email protected] Jim Little – Programme Manager QuEST, [email protected] Cheryl Paris – SG Screening Policy Lead, [email protected] Stephen Smith – Statistician Detect Cancer Early Programme, [email protected]

7. USEFUL CONTACTS