Cancer Council of Victoria

Cancer Council of Victoria

Cancer Council Victoria – Bowel Cancer Screening

The Cancer Council, Victoria wanted to increase awareness of the ‘bowel cancer screening program’ and activate the 50% of people aged 50 to 75 years who do not participate in the free screening program. The six week Tonic campaign consisted of a full sound 30 second TV commercial broadcast once every 30 mins, in 317 Victorian Medical Centres, and reached an estimated audience of 1.8 million.

Outcomes

Roy Morgan Research independently evaluated the campaign success  which was highly effective in influencing consumer behaviour within Tonic intervention sites:

  • Awareness increased by 33%, to 49.4% after the campaign activation.
  • 80% of those surveyed who reported being aware of the campaign, were able to specify which media channel they observed.
  • 45.5% of people saw it in a GP waiting room on a Tonic screen. 
  • 11.7% of people who had NOT previously participated in the Free Screening Program, regretted their choice after seeing the campaign.
  • 10.3% planned to participate next time.

Why it Matters

These results demonstrate, people visiting their GP are actively seeking health solutions; making them considerably more likely to absorb and recall a health campaign. In addition, the campaign achieved a broader health and societal benefit with 75.7% discussing bowel cancer screening with their family.

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National Stroke Foundation

National Stroke Foundation

National Stroke Foundation

The National Stroke Foundation received a Federal Government grant to raise awareness of the signs of Stroke, allowing faster treatment and improved outcomes for Stroke patients. The campaign media used included Free to air TV, Radio, Online and GP waiting room brochures.

Outcomes

The National Stroke Foundation conducted independent research to evaluate the media campaign, asking the public to identify one or more signs of stroke, and how they learned about it. The results were ranked  1. Radio  2. GP brochures 3. Online 4. Free to air TV. However, the response rate for GP brochures continued to increase well after the campaign concluded, indicating the effectiveness of the brochures was significantly higher than first revealed.

Why it Matters

The credibility of the family Doctor is reflected in the waiting room brochures. A portion of brochures are removed by waiting room visitors. The GP influence ensures the brochure content is highly valued, and results in the brochures being shared after initial interaction.

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Cerebral Palsy League

Cerebral Palsy League

Cerebral Palsy

Not for Profit organisation CPL was faced with a large challenge, to raise consumer awareness that the CPL service all children with development delays.  CPL also aimed to generate opportunities to book face to face appointments with GP, to receive ongoing GP patient referrals. CPL used both a Tonic DL brochure in the patient waiting rooms, and a Tonic A4 GP information pack.

Outcomes

  • CPL received in spike in prospective client phone calls over the DL brochure display campaign period.
  • The CPL GP Pack included a fax back form, where GPs could request a face to face meeting with a representative from CPL. 7.6% of GPs faxed back this form to arrange a meeting. 64% of the GPs who responded met with a CPL Allied Health Manager.

Why it Matters

GP Information packs can be used to create a relationship with GPs.  A DL brochure in GP waiting rooms can drive phone calls from prospective clients.

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