The first collection of fully-researched case studies to enhance social marketing success, ShowCase features projects that have used social marketing to achieve real changes in behaviour.
In 2005/06 Tower Hamlets had one of the lowest breast screening rates in England. To tackle this, NHS Tower Hamlets took a whole systems approach to ensure that the breast screening process was client-focused.
‘Early Presentation of Cancer Symptoms’ is a community-led programme working across deprived communities in North East Lincolnshire. It uses local knowledge and communities to encourage people to present earlier with suspected symptoms of bowel, prostate and gynaecological cancers, with the aim of reducing cancer mortality rates.
‘Don’t Just SAY It Matters’ addresses ethnicity-based health inequalities in New Zealand. It aims to increase cervical screening amongst New Zealand’s Māori and Pacific women by creating an understanding of the importance of screening and enhancing the service to support uptake.
The West of Scotland Cancer Awareness Project was a multi-component, early cancer detection campaign aimed at encouraging at-risk populations living in the West of Scotland to present earlier to the NHS if experiencing the signs and symptoms of oral cancer.
South East London Cancer Network’s Spot of Sun campaign aimed to raise awareness of the risk factors associated with the development of skin cancer and the early signs of skin cancer, and to promote risk-modifying behaviour among four at-risk groups: sunbed users, young male sun lovers, over-50 male sun lovers, and parents of school-age children.
‘What's pants, but could save your life?' was the first West Midlands-wide NHS programme to adopt a fully integrated social marketing approach. It was the first cervical screening initiative in the UK to directly link data trends, audience segmentation and social behaviour research with the construction of an awareness campaign. It was also the NHS's first region-led cervical screening intervention to identify, measure and achieve tangible behavioural change.
This project, which was jointly funded by NHS Tameside and Glossop and Tameside Metropolitan Borough Council (MBC), aimed to increase early cancer detection and reduce late presentations and death rates of breast cancer by encouraging women aged 35 to 50 to be breast aware.
Doncaster PCT’s Early Detection of Lung Cancer intervention aimed to increase early detection of the disease in the area, by increasing the number of people with potential symptoms (namely a cough that lasts more than three weeks) presenting to their GP.
