Media Buying-London Cancer Screening Campaign

Media buying will support the delivery of a wider social marketing which will be designed and delivered by M&C Saatchi, Wavemaker and MMC. The campaign will address the removal of behavioural barriers to screening (fatalism; fear/stigma; lack of access to tests) to and enhance the enablers of screening attendance (messages that screening saves lives; advice on what to expect; increased access). The campaign will comprise three components: 1. Pan-London marketing targeting all eligible women (Above the line campaign) 2. Direct Marketing/targeting of low-uptake groups e.g. young women, ethnic minorities, women with learning disabilities 3. Stakeholder engagement with screening providers, charities, cancer alliances ICS's and general practices