| Titre | Lump |
| Agence |
McCann Manchester
|
| Campagne |
Cancer Chancer
|
| Annonceur |
Manchester verse Cancer Alliance
|
| Marque |
Cancer Chancer
|
| Mise en ligne | Juin 2007 |
| Produit |
Awareness
|
| Secteur d'activité | Institutions / Interêt Public / Associations à but non lucratif
|
| Slogan | Don't be a cancer chancer |
| Synopsis | The ads features a conversation between 2 illstrated characters. One is suffering a symptom of either lung or bowel cancer. The other character sharlpy tells his mate to go to the Doctors. |
| Philosophie | A distinctive, direct talking poster and ambient campaign featuring iconic figures graphically showing symptoms and talking about the actions needed. |
| Problème | Amongst older (45 - 70) people in poorer areas, there's a reluctance to spot a symptom of cancer and to do something about it re going to the Doctors. People either think they'll never get it, wouldn't want to know if they had it or that they couldn't be cured anyway. |
| Résultat | 16% spontaneous recall of cancer publicity in area over past month. 36% promted recall. 69% clamined that the ads would persuade people to go the their Doctors. |
| Type de média |
Presse & publications
|
| Marché | Royaume-Uni |
| typographer |
Jamie Axford
|
| Directeur artistique |
James Colton
|
| Concepteur / rédacteur |
Dave Eyre
|
| Chef de groupe |
Katherine Mainprize
|
| Directeur de création |
Dave Price
|
| Infographiste |
Rory Sutherland
|
