AN AWARENESS CAMPAIGN ABOUT ALCOHOL …...CAMPAIGN STRATEGY • It is important for us to design a...

AN AWARENESS CAMPAIGN ABOUTALCOHOL AND CANCER

23rd November 2017

Anne Friis Krarup and Dorte Dahl

WHAT IS THE BACKGOUND?

• Alcohol increases the risk of cancer

• Alcohol is responsible for around 5 % of all cancers in Denmark (1.800 cases per year)

• 12 % of breast cancers in Danish women is due to alcohol (640 cases per year)

• 1 million adults in Denmark (480.000 women and 400.000 men) drink more than the low-risk guidelines recommended by the Danish National Board of Health.

• Only 22 % of the Danish population is aware of the link between alcohol and cancer

• Only 10 % knows that alcohol increases the risk of breast cancer

WHAT IS THE AIM?

1. Increase the awareness about alcohol and cancer in the Danish population

2. Increase the awareness about alcohol and breast cancer in Danish women

TARGET GROUP

Danish adults aged 35 to 55 years

CAMPAIGN STRATEGY

• It is important for us to design a campaign that takes the Danish alcohol culture

into account.

• Our strategy has been to inject a note of humour and warmth into the campaign

film.

• We made five small campaign film - we want to get to the point and deliver our

message fast.

• We focus on making sharable content on Facebook and Instagram.

THE SLEEPER

THE MOODIE

THE HOWLER MONKEY

THE BAD KITTY

THE GROOVEMEISTER

WHY THIS APPROACH?

• We used our insights about how most Danes behave when they get a little too much to

drink.

• All our characters have one thing in common – they lose track of reality when they get a

little too much to drink.

• Our voice-over use the term ‘we’ because we do not want to raise a warning finger to the

Danish population.

• We focus on showing a more accurate picture of how alcohol affects us.

CAMPAIGN PLATFORM

The Danish Cancer Society’s Facebook page, YouTube and Instagram page.

Our landing page is alkohologkræft.dk

Here there is more information about:

• How big is the problem

• how alcohol causes cancer

• the seven different types of alcohol-related cancer

• how to cut down on alcohol

EVALUATION

• We conducted a baseline survey in October.

• We will carry out a post survey in December to evaluate the impact of the

campaign.

• Hopefully, we will get funding to relaunch the campaign in 2018.

PRESS STRATEGY

We used our data from our baseline survey to launch our story in national newspapers.

Total number of press coverage so far: 11

TEMPORARY RESULTS

Results so far:

Facebook YouTube

• 1.318.838 views 309.749 views

• 5026 likes

• 9.284 reactions, comments and shares

QUESTIONS?