Touch Look Check:

Drawing on marketing tactics

and behavioural expertise to

prompt regular breast checking

Eluned Hughes

Head of Public Health and Information, Breast Cancer Now

Developing behaviour change campaigns 14 July 2016

Increasing Breast Awareness

Early diagnosis improves chances of surviving breast cancer

What breast awareness is

– Knowing how your breasts look and feel normally

– Being on the lookout for anything unusual

– Knowing what to look out for

– Acting on information – checking and going to GP

What breast awareness isn’t

– Set routine

– Set time

The 5 point code

1. Know what is normal for you.

2. Know what changes to look and feel for.

3. Look and feel.

4. Report any changes to your GP immediately.

5. Attend for breast screening from the age of 50.

Touch Look Check

Show your breasts some TLC – Touch

Look Check

– List of signs and symptoms

– Importance of being diagnosed early

Information based

Ad hoc promotion centred around

Breast Cancer Awareness Month

– Media

– Corporate partners

Social marketing approach

Evaluation and update

Insight led

More strategic approach to

marketing

Foundation of current Touch Look

Check campaign

Key findings

The main reason that women don’t check their breasts more often

is that they forget – there’s no year-round reminder

Women are generally not confident about checking their breasts –

both in terms of what to look out for and ‘how’ to check

Even women who know 3-4 signs and symptoms of breast cancer

revert back to only talking about lumps when talking about

checking their breasts

Often other health messages are more important to women and

they are more exposed to other messages (e.g. smear tests, STIs,

family planning considerations)

iBreastCheck

First breast awareness app

TLC information

Video

– Models

– Checking as they would

Reminder

• 18,000 downloads

• 5% sign up to e-newsletter

• £2.6m media value

• 47% of UK women (24+)

reached

Five signs

Increase reach of TLC information

Increase knowledge of non lump signs and symptoms

Increase checking?

Challenges of evaluation

0

20

40

60

80

2011 2012 2013 2014 2015 2016

Changes in checking behaviour/knowledge

Checking at least once a month

Confident in checking

Know 3+ signs

0

10

20

30

40

50

60

2011 2012 2013 2014 2015 2016

Barriers to checking

Don't know how

Don't know what to look for

Forget

Never thought about it

COM-B model

App v2 – Habit formation

Summary: from info to change

TLC and promoting early diagnosis has been a core part of our work since 2005

Challenges

– Balance against long term research aims

– Marketing investment

– Evidence base

– Promotion of brand

Audience driven

– Campaign flexed to account for changing needs of consumers

Next steps

– Measuring behaviour change

– Wellbeing approach

Visit the CharityComms website to

view slides from past events, see

what events we have coming up

and to check out what else we do:

www.charitycomms.org.uk

14 July 2016

London

#CCbehaviourchange

Developing behaviour

change campaigns

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