High incidence, low uptake: tackling Brent’s bowel cancer problem for RM Partners Cancer Alliance
In the London borough of Brent, health leaders are facing the twin challenge of higher incidence of colorectal cancer and a lower uptake in bowel screening than in many other areas. For a cancer that caused 17,400 UK deaths between 2023-23, the imperative to act is clear, but with well over half of cases being preventable, the life-saving potential is clear too.
To drive earlier diagnosis, in particular among people living in the most deprived wards, RM Partners Cancer Alliance partnered with Claremont to develop and deliver a campaign suitable for people from a wide range of ethnic backgrounds.
A review of existing research and literature uncovered known, relevant behavioural insights, while stakeholder and street interviews with 50 residents explored the local context. Using the insights, we developed and tested creative stimuli and delivery ideas through co-design sessions with local people, refining the ideas with their input.
The chosen creative approach demystified the moment of an NHS bowel screening kit landing on the doormat, rooted in the insight that people don’t always know what the test is when it first arrives. Supporting messaging provided reassurance around the importance of early diagnosis of cancer and the role screening can play in preventing cancer developing.
Campaign activity included pavement art alongside a visiting health bus in Wembley and information-sharing at community health events. A campaign toolkit helped community organisation cascade information the people of Brent, e.g. in newsletters and on social media. An ‘ambassador script’ provided messages for trusted community leaders to include in self-recorded videos to share with their communities.
Meanwhile, highly targeted Facebook ads visible to residents living in the most deprived wards delivered above benchmark results, with strong engagement and click-throughs to NHS information.
GP practices in the borough received information for digital screens, and ‘doormat’ floor stickers were distributed to GP practices and community organisations in the most deprived areas of the borough. These innovative and enduring assets prominently display key campaign messages at building entrances, prompting residents to recognise the screening kit in the way it will appear in their lives, and understand its importance.