Bowel Cancer UK wanted to raise awareness of the symptoms of bowel cancer and highlight symptom literacy in certain parts of the UK, including Lewisham, Glasgow and Leeds. Our approach was to tailor our media outreach to each region, speaking to the right planners in each of the 10 priority areas well in advance of the campaign and finding out specific details of what they would need to make each piece work for them.

Outside of city specific data, we had access to local case studies, which allowed us to bring these to the attention of the planners and broaden our pitch to regions of the UK outside of the five key cities. This helped us to take the story national, resulting in two weeks of media interviews including 10 pieces of TV coverage & 40 radio interviews.

Our approach was highly targeted, ensuring that the message about bowel cancer awareness reached the right people at the right time. With good planning, timing and the right contacts, we were able to help Bowel Cancer UK achieve their campaign objectives and raise awareness of this important issue.

This campaign is proof that with the right strategy and expertise, broadcast media can be a powerful tool for social change. At BF media, we’re committed to using our skills to make a positive impact on society and help charities like Bowel Cancer UK make a difference.