Results and Effectiveness

Performance surpassed expectation!  79% know the age to begin screening - 19% above target!  69% were aware of the screening frequency for CRC – 9% above target!  48.5% take-up rate for the screening kits – 43% above target!  73X in CRC screenings  73% were able to articulate signs and symptoms of CRC.  55% indicated intention to go for CRC screening We generated additional PR publicity worth more than S$615,000. The TVC on YouTube garnered more than 21,000 views. Increase of 10,195 page “Likes” and monthly active users up by 111% on Facebook.

Creative Execution

We leveraged on the relationships each media has with our target for the effective delivery of the message:  TV – Entertainer  Radio – Confidante  Newspapers – Informant Tell We ran a heavy TV campaign with various versions to connect with the viewers. Press ads were launched in all major papers in relevant environment. Show Incorporated an interview segment in Golden Age where a HPB expert shared on the dangers of CRC and the necessity of screening. Radio DJs bantered and chatted to dispel myths and misconceptions of CRC to the listeners. Engage We partnered with LianHe WanBao on their talk show to bring the message to the community. This was an interactive session involving those who signed up for it and the panel of speakers. Online was chosen to engage the influencers/caregivers of our target audience. Through them, they would in turn encourage their loved ones to go for screening.

Insights, Strategy and the Idea

Despite colorectal cancer (CRC) being the number 1 cancer in males and number 2 cancer in females in Singapore, people have very little knowledge of it. There are misconceptions on health and susceptibility to CRC, thinking that no symptoms = no health problems. We had to address these barriers by raising the awareness and adoption for CRC screening. We built a campaign using the friendship story of 2 seniors (Ong and Raj) to drive awareness and successfully brought about a behavioural change towards CRC screening. The strategy centered on “Tell, Show, Engage” to reinforce a positive behavioral change in the silver-haired community.  Tell them what they need to know about CRC cancer and CRC screenings  Show them where they can find support and resources  Involve them in open discussions and allow them to take action