Challenge
Cancer Council Victoria wanted to increase awareness of the ‘bowel cancer screening program’ and activate the 50% of people aged 50 to 75 years who do not participate in the free screening program.
The six week Tonic campaign consisted of a full sound 30 second TV commercial broadcast once every 30 mins, in 317 Victorian Medical Centres, and reached an estimated audience of 1.8 million.
Result
Roy Morgan Research independently evaluated the campaign success which was highly effective in influencing consumer behaviour within Tonic intervention sites:
- Awareness increased by 33%, to 49.4% after the campaign activation.
- 80% of those surveyed who reported being aware of the campaign, were able to specify which media channel they observed.
- 45.5% of people saw it in a GP waiting room on a Tonic screen.
- 11.7% of people who had NOT previously participated in the Free Screening Program, regretted their choice after seeing the campaign.
- 10.3% planned to participate next time.
Why it matters
These results demonstrate, people visiting their GP are actively seeking health solutions; making them considerably more likely to absorb and recall a health campaign. In addition, the campaign achieved a broader health and societal benefit with 75.7% discussing bowel cancer screening with their family.
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