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Challenge

eskimosoup were appointed to deliver the communications for a major social marketing campaign aimed at raising awareness of throat cancer symptoms and achieving behaviour change within target wards in Hull and Grimsby where incidence of laryngeal cancer was significantly higher than other wards within Yorkshire and Humber.

Work

Following a tender process, eskimosoup developed a campaign creative and communications strategy that tested successfully with focus groups representing the target audience and its key influencers. The “croaky voice” campaign reinforced a common symptom of throat cancer as well as creating a memorable communications campaign to be used in a 3-month communications campaign.

Approaches included: direct mail to 20,000 homes in the target wards, 48 sheet advertising, radio advertising, launch events at football stadiums in Hull & Grimsby, community events, poster advertising, social media marketing, video case studies and a dedicated website.

Pride

Being told at an evaluation meeting that this campaign has saved lives due to early interventions was a moment in our career that we will not forget.

Independent evaluation showed 37% campaign recall amongst target wards and a significant increase in referrals of suspected throat cancer.

Won two national communications awards.

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