Humber & Yorkshire Coast Cancer Network (HYCCN) was planning a social marketing campaign to promote the early identification of lung cancer and raise awareness about early signs and symptoms, in the most high risk and disadvantaged areas of Hull and East Riding.
The campaign would be aimed at people living in the most deprived areas who were at risk of lung cancer, and front-line health professionals in Primary Care Trusts.
Enventure carried out scoping research to help HYCNN:
- Gain insight into the attitudes and psychographic characteristics of the at-risk groups regarding lung cancer
- Pre-test public information materials from an existing cancer awareness campaign with the at-risk group
- Establish primary care workers’ perceptions of, and dealings with, lung cancer and the people at risk from it
Enventure organised and moderated four focus groups involving the at-risk respondents – men and women aged over 50 from the two most deprived wards in Hull and East Riding, including semi and unskilled manual workers and unemployed people, and both smokers and non-smokers. Allowance was made for discussions about other issues relevant to the campaign.
Enventure also arranged and conducted semi-structured telephone interviews with 45 frontline primary care health professionals, with the opportunity for repeat calls. This approach allowed comparison between respondents and the freedom to explore general views or opinions in more detail.
Enventure highlighted a number of issues surrounding people’s perceptions of lung cancer and the likelihood of them recognising early symptoms and seeking diagnosis. These included:
- Misconceptions about symptoms, survival rates and treatments
- The key role played by GPs and receptionists as first point of contact
- Differences in attitudes to lung cancer between males and females
- Most effective approaches to screening and checks
Benefits to Client
Enventure was able to give valuable feedback to HYCNN on the target groups’ responses to the existing marketing campaign and the effectiveness of its messages. Key issues which could be addressed in any future campaigns were also highlighted by Enventure.