Bowel cancer social marketing scoping research - NHS Hull

The Project

NHS Hull required scoping research to be carried out to form the development of a social marketing campaign to promote the early identification of bowel cancer and raise awareness about early signs and symptoms, in the city's most high risk and disadvantaged areas. Enventure carried out scoping research to help health professionals gain insight into the attitudes and psychographic characteristics of the target groups regarding bowel cancer, and to pre-test public information materials from an existing cancer awareness campaign.

Research Methods

Enventure moderated four focus groups involving the target respondents, men and women aged over 50 from the two most deprived wards in Hull, including semi and unskilled manual workers and unemployed people, and both smokers and non-smokers.

Results

Enventure provided NHS Hull with in-depth information about the participants' knowledge, experience, perceptions of and opinions on:

  • General NHS services, and the role of GP surgeries in particular
  • Early bowel cancer symptoms
  • Stigmas, myths and misconceptions surrounding cancer
  • Existing and potential future bowel cancer campaigns

 

Benefits to Client

NHS Hull was able to progress with its bowel cancer awareness campaign with detailed knowledge about the attitudes, understanding and likely responses of the target social group, including potential barriers and incentives to responding to campaigns. The scoping research also 'road tested' the effectiveness of an existing public information campaign, and gained information about the most effective ways to convey difficult messages, before NHS Hull invested in the new marketing campaign.

To find out more about this, and other similar projects, please contact us