BML Creative Ltd
Shine Business Centre
Leeds LS8 5HS
+44 (0)113 388 0035
BML were selected by NHS Leeds South & East Clinical Commissioning Group to develop a new campaign to increase response rates to bowel cancer screening tests in the Leeds area.
Response rates to the screening test, which is sent directly to homes of men and women aged 60–74, are below average in the Leeds region. The aim of the campaign is to increase uptake, which is currently as low as 35%, up to around 60%.
A range of concepts were explored, all aiming to engage with the more deprived areas of the city, and to those who are more unlikely to take the test. The final concept focuses on the simplicity of the test, stating that 3 basic items (a sample card, spreader stick and envelope) could save your life.
A simple illustration style has been adopted which aims to be inclusive and approachable, especially as the subject is a taboo in many cultures.
A wide variety of creative outputs were required including bus advertising, posters, roller banners, leaflets, t-shirts and other promotional items.