Campaign: Beating Bone Cancer
Client: Bone Cancer Research Trust
PR team: Aberfield Communications
Timescale: September-October 2012
Budget: £5,000
Objectives
- To boost the public's understanding of primary bone cancer and the role played by the Bone Cancer Research Trust.
- To raise awareness of delayed diagnosis by GPs, which affects survival rates, and the need for faster x-ray referrals.
Strategy and plan
A report by the West Midlands Cancer Intelligence Unit highlighted poor survival rates for bone cancer compared with other forms of the disease.
By adding an executive summary, Aberfield created a news angle. The charity called for faster x-ray referrals from GPs, to boost survival rates.
The news story was supported by case studies of young bone cancer patients, to bring the campaign messages to life and generate extensive media coverage.
Measurement and evaluation
More than 100 pieces of media coverage were generated, including a five-minute feature on BBC Breakfast and a piece in The Sun.
Results
Google searches for 'bone cancer' were up 60 per cent during Bone Cancer Awareness Week, while traffic to the charity's website tripled from last year.
