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The Audience

Bone Cancer Research Trust asked us to use Bone Cancer Awareness Week to improve the public’s awareness and understanding of primary bone cancer, a disease that affects around 450 people – mainly children and young adults – each year. They also wanted to raise awareness of delays in vital x-ray referrals caused by GPs’ misdiagnosis.

The Campaign

We sourced, updated and repackaged a report from West Midlands Cancer Intelligence Unit which said survival rates for primary bone cancer had stayed the same for the past 25 years. By linking this to calls for faster x-ray referrals from GPs, we were able to create a strong national news story. We backed this with inspirational case studies to bring the campaign messages to life.

The Influence

We achieved more than 100 separate items of media coverage, including national TV and national press, reaching more than 41 million people. Over a third of the coverage featured case studies, and 97 per cent of the articles mentioned the need for faster x-ray referrals. As a result, there was a 60 per cent rise in Google searches for bone cancer, compared to the same week in 2011. BCRT website traffic tripled during the week, as did the number of Facebook fans.

The campaign won two Chartered Institute of Public Relations PRide Awards.


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