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NBCSP
When emotion meets authenticity, it moves people — and this podcast proved it.
+1.7x
more likeable than Kantar norms
+15%
in perception of ease of tests
+5%
likelihood of being recommended
+91%
agree the podcast was informative
The Challenge
To increase participation and awareness of the National Bowel Cancer Screening Programme. Debunking stigma and confusion plus perception around doing the test.
The Insight
It’s easy to dismiss health messages, no matter how credible they may be. It’s less easy to dismiss a high-profile, trusted relatable talent talking candidly about a traditionally sensitive matter.
The Idea
Leverage the intimate and non-visual-format nature of audio, with added talent backing via a targeted podcast campaign. Integrated podcast ads voiced by host and public figure Jonathan Brown around his experience of screening for bowel cancer and encouraging others to do the same.
FROM KANTAR:
The emotive appeal of the podcast, providing a more personalised account, that seems more relatable from the voice of an actual beneficiary of the testing kit, has led to some positive movement on inspiring listeners to recommend their friends and family take the test.
+1.7x
more likeable than Kantar norms
+15%
in perception of ease of tests
+91%
agree the podcast was informative
+5%
likelihood of being recommended
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