Lucinda Rouse and Emily Harle are joined by Andy Glyde, strategy and insight lead at Bowel Cancer UK, and Phillipa Williams, strategy director at the behaviour change and communications agency Claremont.
Andy describes the development process for Bowel Cancer UK’s recent campaign to encourage more people to report symptoms of bowel cancer to their GP.
He explains how the campaign sought to bridge the gap between having an awareness of the symptoms and taking action when identified.
Phillipa recounts how the campaign trod the line between instilling a sense of urgency to act without causing fear and paralysis in its target audience. She shares her tips for securing board approval for a new campaign or approach.
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