Which health professionals did the Department of Health consult with when creating the campaigns?
Initially the Department of Health used existing evidence and insight which had been building over recent years to create the brand concept. This included qualitative research with GP's undertaken by Cancer Research UK and the Department of Health, on the reasons they think patients delay presenting with cancer symptoms.
For each campaign the Department of Health then worked with a panel of experts to help develop the individual creative concepts and key messages for the advertisements. This included representatives from different disciplines including; public health, primary care, secondary care, charity sector, academic research and communications. The creative approach for each campaign was tested with GPs as well as the target audience, through qualitative research.
In addition to all this work at the development phase, the Department of Health has continued to engage with health professionals at every stage of the programme of work over the past three years to learn from their experiences and develop the Be Clear on Cancer brand.
Who is the target audience for the Be Clear on Cancer Campaigns?
While it will depend on the cancer type, for most activities the target audience for Be Clear on Cancer is primarily men and women from lower socio-economic groups who are over the age of 50. Public awareness of key symptoms of cancer is low and research shows that for some cancers, people from lower socio-economic backgrounds or people who have lower education levels tend to delay seeing their GP (Macleod et al, 2009(link is external)). Furthermore cancer incidence rises dramatically with age.
More information on the Improving Outcomes: A Strategy for Cancer (2011), can be viewed at The fourth annual Improving Outcomes: A Strategy for Cancer report, published in partnership with NHS England and Public Health England.