Shock tactics - a reputation minefield or a risk worth taking?
1. www.pancreaticcanceraction.org
Shock tactics - a reputation
minefield or a risk worth
taking?
Pancreatic Cancer Action advertising campaign
Limited resources – maximum impact!
Ali Stunt, CEO and Founder
Natasha North, Marketing and Communications Manager
2. www.pancreaticcanceraction.org
About Pancreatic Cancer Action
Set up in 2010 by a rare survivor
Key aim is to get more people diagnosed in
time for surgery – only cure!
Focused on raising awareness of disease
and symptoms
Small charity with 2.5 full-time equivalent
staff
3. www.pancreaticcanceraction.org
Big problem
No method of early detection
Chronically underfunded
◦ Receives just 1% of cancer research funding
Chronic lack of awareness
◦ 70% of UK population do not know where
their pancreas is or what it does
◦ 50% patients never heard of disease before
their own diagnosis
7. www.pancreaticcanceraction.org
Objectives of the campaign
Tackle low awareness
◦ Of the disease in general
◦ Of diagnosis, survival rates and lack of
research funding
◦ Of symptoms
Drive earlier diagnosis
◦ Get more people to ask their doctor
◦ Encourage doctors to be less ‘shy’ about
referrals
9. www.pancreaticcanceraction.org
We did our research…
Neuroscience
Measured how 115 people responded to the adverts.
Outcome: risk of offence was low once people had read
the advert.
Online survey (2000 respondents)
Outcome: only 6% were angry and over 50% were
made more aware and wanted to do more.
In-depth interviews with people affected by different
cancers
Outcome: once the message was understood, they
were supportive of the advert.
10. www.pancreaticcanceraction.org
Low cost – maximum impact
The adverts appeared only 9 times
over 4 days in regional newspapers in
London and Manchester.
Total spend for the initial hard-hitting
campaign was £15,000
Followed up with symptoms campaign
on London Underground featuring
same three patients….
13. www.pancreaticcanceraction.org
How we managed it
Adaptability
Respond to media enquiries quickly
Released regular statements online
and on social media
Prioritise complainants
14. www.pancreaticcanceraction.org
Extensive media coverage
The campaign reached well over 20 million people just in the UK and more globally (backed up
by research).
Over 150 pieces of press coverage relating to the advertising in the UK alone:
TV including Newsnight, Daybreak and Sky News
Online and printed national including The Times, Daily Mail and BBC News
Extensive radio coverage including most BBC stations, 5 Live and LBC
At least 100 regional pieces of coverage. Also:
International coverage including US Doctors TV, CBS Canada, BBC World Service and
Melbourne 10
Social media – Twitter mentions of pancreatic cancer up 69% on previous month of
campaign and over 100% increase in followers on Facebook.
Over £1m of highest quality earned media
19. www.pancreaticcanceraction.org
Impact of the campaign
Months after the campaign it is still being
discussed.
43% of people who recognised campaign more
aware of the symptoms.
Traffic on explanatory page of website up
963%.
Donations up 60% on same period last year.
Modelled increase in pancreatic cancer
diagnosis 14% up.
Modelled number of lives saved = 36.
20. www.pancreaticcanceraction.org
Impact of the campaign
Surge in petition signatures
Drug approved by Cancer Drugs Fund
Meeting with Jeremy Hunt and Lord
Saatchi
Offered speaking opportunities
Pancreatic cancer has higher profile
23. www.pancreaticcanceraction.org
Summary
Means to an end
Set out to shock in order to get attention and then use that attention to deliver an
important message.
Do your homework
Use research to assess the risk.
Be brave
Don’t be put off by the impossible – be prepared to take a calculated risk.
Ride the momentum
use it to drive change