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Prepared by: Research Works Ltd, Regency House, Quadrant Business Centre, 219a Hatfield Road, St Albans AL1 4TB. October 2011. Early diagnosis amongst older audiences Creative development research. Be Clear on Cancer: Breast Cancer in Women 70+. Research objectives.
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Research Works Ltd, Regency House, Quadrant Business Centre, 219a Hatfield Road, St Albans AL1 4TB
October 2011Early diagnosis amongst older audiences Creative development research
Be Clear on Cancer:
Breast Cancer in Women 70+
3rd and 6th October 2011
The headline “1 in 3 women diagnosed with breast cancer are over 70” proved extremely impactful
This message provided some news – and in doing so, distinguished the campaign as saying something different about breast cancer
? Amongst older ethnic minority groups there was some uncertainty about the meaning of the phrase ‘past it’, although this did not affect overall comprehension of the headline
A small minority interpreted the copy text as saying that 1 in 3 women over 70 die of breast cancer. Consider how to communicate the idea of ‘diagnosed’ more clearly
The radio execution successfully communicates the range of breast changes that need to be reported in a non-alarmist way
The voices were perceived to be relevant and credible
The delivery was perceived to be calm and informative. It was recognised that as one gets older skin texture changes, but the fact that these changes may not simply be the result of ageing was new news
The phrase ‘perhaps it is because I am getting old’ should be amended to read ‘perhaps it is because I am getting older’. Target audience respondents simply did not think of themselves as old!
The target audience selected women they felt were ‘like them’, avoiding any women who looked elderly (and were therefore less likely to be perceived as at risk)
Myths held by the target audience were challenged (e.g. that there is always a lump, that older women less likely to get breast cancer) and the call-to-action was understood and taken seriously
Influencers were encouraged to think about the relevance of breast cancer for the older ladies (mothers and friends) they looked after
The research supports the development of:
There were signs that awareness of the campaign is beginning to filter through: some GPs reported that they recalled the BCOC logo
The perceived informative, reassuring tone of the campaign was supported. GPs felt that the campaign struck a balance between: encouraging those who need to be motivated to see a GP; and those who are likely to over-react and may become alarmed
? There was surprise that the breast cancer campaign was targeting those aged over 70 years old – and some scepticism regarding the ‘1 in 3’ statistic
? A tension between a campaign reporting highlighting the risks of breast cancer for the over 70 audience and the fact that screening stops at 70 was identified
? Some GPs suggested that it would be useful to emphasise the survival rate
The campaign briefing will need to explain the reasons why a target audience of women over 70 years old has been selected and what the campaign is trying to achieve
“What do you mean by toolkit? Yes, we receive them, but the question is, do we use them anddo they help us?”
“You need it in electronically so you can use the links easily that are in the information.”
“We receive things electronically. If it comes on hard copy it will get filed away. We won’t actually see it unless it’s loaded onto our server. I will save the ones I think I will use. I prefer electronic as I can find it when I want it.”
As previous research has indicated, GPs preferred an electronic version of the toolkit, reporting that hard copy was likely to become filed or shelved
Toolkits providing this type of information will need to provided in an electronic format
Short resources (i.e. 1-2 pages) which make key points accessible by using bullet points were strongly favoured
The BCOC toolkit was described as short with a clear layout
GPs felt that the answers to their questions were clearly accessible and that the document was easy to read
Overall, GPs appreciated the ‘briefing’ and felt that it would make them feel more prepared