Thosuands of people die from breast and lung cancer in London and across the UK because they are diagnosed too late. The social marketing brief was to increase early diagnosis of these cancers in Inner London.

Fear and fatalism around cancer, embodied in the dark phrase 'the Big C', still looms large and acts as a major barrier to many Londoners getting possible cancer symptoms checked out with the GP.

‘The small c: spotting cancer early saves lives’ is a hugely hopeful campaign appealing to ‘fatalists’ whose fear of cancer can stop them seeing the GP. A key part of the initiative involved framing breast-checking as part of a relaxing, pampering routine rather than a cold, medicalised self-check. Cancer survivors, health professionals and trusted community organisations then helped communicate the key message: cancer can be beaten if found early.

Initial results show that the campaign prompted a significant increase in people with possible cancer symptoms being referred by GPs for further diagnostic tests. Watch this space for further news.