Versus Cancer Alliance – Cancer Chancer

The earlier we find cancer, the easier it is to treat. Back in 2007, the Versus Cancer Alliance helped people in Manchester and Cheshire spot the signs. It launched Cancer Chancer, a campaign that aimed to save around 500 lives each year.

The creative approach was based on person-to-person conversations about the disease, captured in an illustrative style and colloquial tone. Research showed that while it made local people aware of common cancer symptoms, they were still afraid to see a doctor. To overcome this, we introduced a very special character to each conversation…

By featuring the GP, Cancer Chancer could do more than help people spot symptoms. His reassuring beside manner and positive outlook would encourage people to stop by their local surgery. Ultimately, this would mean that more cancers could be found early on and treated.

A series of testing workshops gave the new style a clean bill of health. So in 2011, the Alliance launched a major integrated campaign – leading on outdoor advertising, digital (including a website and social media), radio, literature, giveaways and community events.

It wasn’t just about engaging the public. GPs needed to get on board too, so we gave them branded Post-it stacks. When placed in the office, these acted as a gentle reminder of common cancer symptoms.


Cancer Chancer was supported with a PR push. It resulted in 32 cuttings – the equivalent of 56K in media value. And finally, we created a framework to measure success. We’re still waiting for the results, but reckon our approach was just what the doctor ordered.

To learn more, get in touch or see our work on cancer.