Ovarian cancer takes the lives of 4,100 women in the UK each year. Yet awareness of the disease and its symptoms remains relatively low, and diagnosis is often in the later stages when the cancer has already begun to spread.
Ovarian Cancer Action asked us to consider ways to use Ovarian Cancer Awareness Month to generate high profile media coverage that would increase donations and drive traffic to its website, launching the charity’s £1million appeal to develop a screening tool that would save lives through earlier detection.
We used the charity’s ‘Stolen Moments’ research to develop a news story which was launched to coincide with the beginning of Ovarian Cancer Awareness Month, targeting health journalists and daytime news programmes with case studies of women living with ovarian cancer or who had lost mothers to the disease.
We used case studies to place real-life features in national papers and women’s consumer magazines to appear throughout the month, and worked with celebrity patron Gwyneth Strong, of Only Fools and Horses fame, to achieve additional coverage. A local audience was targeted with regional letters to editors and information about symptoms, which went far and wide.
Coverage included 466 pieces, including 24 national, with an opportunity to see of over 30 million. Articles appeared in The Times, The Sun, Metro, Daily Express, Daily Mail, The Mirror, Sky and Cosmo. During the awareness month traffic to the website increased by 33% and dwell time was up 11%.