Hanover to open access to NHS cancer treatment

Hanover will attempt to ensure that it is not just the middle classes who take advantage of cancer screening programmes, after picking up a sought-after £300,000 acc­ount with the NHS.

The agency, which last month rebranded from Media Strategy, has unseated Trimedia Harrison Cowley after seven years.

Around 50 agencies expressed an interest in the account with NHS Cancer Screening Programmes after it was put up for pitch last year. Hanover won the final four-way contest, beating off competition from Trimedia, Kinross Ren­der and 90TEN.

‘We were looking for fresh thinking and Hanover’s ­ideas were cost-effective and inspired confidence,’ said Rich­ard Winder, deputy director of NHS Cancer Screening Programmes.

The account covers screening for breast, cervical and bowel cancer, along with a risk management programme for prostate cancer. Screening for breast cancer is now a well-established NHS initiative and this year sees the 20th anniversary of the programme.

The programme relies on inviting individuals within targeted categories to attend for a health screening. However, attendance ratings are far from even across the community and one of Hanover’s priorities will be to ensure all sectors of society avail themselves of the service.

Hanover director and head of healthcare Andrew Harrison said: ‘You are more likely to attend if you are white and middle class, less likely if you are a young woman or in a low socio-economic group or a member of an ethnic minority.’

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