Rory Sutherland
Vice Chairman at Ogilvy UK at Ogilvy UK, London
London, United Kingdom
Campaign Cancer Chancer
Advertiser Manchester verse Cancer Alliance
Brand Cancer Chancer
PostedJune 2007
Product Awareness
Business Sector Institutional/Public Interest/Non-Profit Org.
Tagline Don't be a cancer chancer
Story The ads features a conversation between 2 illstrated characters. One is suffering a symptom of either lung or bowel cancer. The other character sharlpy tells his mate to go to the Doctors.
Philosophy A distinctive, direct talking poster and ambient campaign featuring iconic figures graphically showing symptoms and talking about the actions needed.
Problem Amongst older (45 - 70) people in poorer areas, there's a reluctance to spot a symptom of cancer and to do something about it re going to the Doctors. People either think they'll never get it, wouldn't want to know if they had it or that they couldn't be cured anyway.
Result 16% spontaneous recall of cancer publicity in area over past month. 36% promted recall. 69% clamined that the ads would persuade people to go the their Doctors.
Media Type Print
Market United Kingdom
Art Director
Account Executive
Creative Director
Graphic Designer

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