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AN AWARENESS CAMPAIGN ABOUTALCOHOL AND CANCER
23rd November 2017
Anne Friis Krarup and Dorte Dahl
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WHAT IS THE BACKGOUND?
• Alcohol increases the risk of cancer
• Alcohol is responsible for around 5 % of all cancers in Denmark (1.800 cases per year)
• 12 % of breast cancers in Danish women is due to alcohol (640 cases per year)
• 1 million adults in Denmark (480.000 women and 400.000 men) drink more than the low-risk guidelines recommended by the Danish National Board of Health.
• Only 22 % of the Danish population is aware of the link between alcohol and cancer
• Only 10 % knows that alcohol increases the risk of breast cancer
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WHAT IS THE AIM?
1. Increase the awareness about alcohol and cancer in the Danish population
2. Increase the awareness about alcohol and breast cancer in Danish women
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TARGET GROUP
Danish adults aged 35 to 55 years
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CAMPAIGN STRATEGY
• It is important for us to design a campaign that takes the Danish alcohol culture
into account.
• Our strategy has been to inject a note of humour and warmth into the campaign
film.
• We made five small campaign film - we want to get to the point and deliver our
message fast.
• We focus on making sharable content on Facebook and Instagram.
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THE SLEEPER
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THE MOODIE
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THE HOWLER MONKEY
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THE BAD KITTY
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THE GROOVEMEISTER
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WHY THIS APPROACH?
• We used our insights about how most Danes behave when they get a little too much to
drink.
• All our characters have one thing in common – they lose track of reality when they get a
little too much to drink.
• Our voice-over use the term ‘we’ because we do not want to raise a warning finger to the
Danish population.
• We focus on showing a more accurate picture of how alcohol affects us.
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CAMPAIGN PLATFORM
The Danish Cancer Society’s Facebook page, YouTube and Instagram page.
Our landing page is alkohologkræft.dk
Here there is more information about:
• How big is the problem
• how alcohol causes cancer
• the seven different types of alcohol-related cancer
• how to cut down on alcohol
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EVALUATION
• We conducted a baseline survey in October.
• We will carry out a post survey in December to evaluate the impact of the
campaign.
• Hopefully, we will get funding to relaunch the campaign in 2018.
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PRESS STRATEGY
We used our data from our baseline survey to launch our story in national newspapers.
Total number of press coverage so far: 11
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TEMPORARY RESULTS
Results so far:
Facebook YouTube
• 1.318.838 views 309.749 views
• 5026 likes
• 9.284 reactions, comments and shares
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QUESTIONS?