You hold the cards to cutting your cancer risk
Most people are aware that smoking and sun exposure can increase their risk of cancer. But now we have more information to share. We needed to clearly and simply explain that dietary choices such as too much wine and red meat and not enough fruit and vegetables and lifestyle factors such as obesity and not enough exercise could also impact their risk.
Many people believe that cancer is either completely random or based on a genetic lottery ie; you have to live with the cards you’re dealt.
1 in 3 Cancers are preventable.
You hold the cards to cutting your cancer risk. Minimising your risk of cancer can be as simple as discarding bad habits and picking up a few healthier habits.
To make our message palatable we needed to be as clear and non-judgemental as possible.
Using the concept of a card game we took the old saying “Stuck with the cards you’re dealt” and turned it around to “You hold the cards”.
In our TVC we were able to show that cancer is not a fixed hand by having our dealer reduce their risk by discarding cards that represented bad eating or lifestyle habits and picking up cards that represented good habits.
Testing one month after launch showed the campaign had a high recall amongst the target market of 23% - well above the benchmark 16%.
The campaign was considered memorable and persuasive.
The campaign was shown to increase the acceptance of ideas around what has potential to contribute to cancer risk, and on average scored 7 out of 10 for encouraging them to adopt healthier behaviours.
White Space Concepts delivered the strategy, concept, creative development, art direction, copywriting and supervision of marketing materials for design agency Designer Rice.