NHS England x Morrisons / Early Cancer Diagnosis
Transforming daily routines into life-saving habits
The NHS
Care Label
The first part of our NHS ‘Be Body Aware’ strategic partnerships platform
The challenge
A key ambition within the NHS Long Term Plan is to increase the proportion of cancers diagnosed at stages 1 and 2 from around 50% to 75% by 2028.
The Insight
Research showed that lack of body awareness was a fundamental barrier, so we needed to encourage people to be more familiar with their bodies and adopt a mindset of ‘knowing what’s normal for you’.
Watch the case study film
The Platform for Change
As the first part of our strategic Be Body Aware platform, care labels in Morrisons’ own brand Nutmeg underwear were reinvented to deliver vital cancer awareness messages from the NHS every time people get dressed. Being as close as possible to this intimate moment creates a unique ‘touchpoint’ to prompt people to check their body regularly and contact their doctor if something does not feel right.
Impact
475 million
media reach across
more than 180 pieces
of high-quality coverage
400,000
branded boxer shorts and bras carrying NHS care labelling have been sold across 240 stores
Awards
The campaign won Gold at the Drum Social Purpose Awards and was highly commended at the Purpose Awards. It was also nominated at the Marketing Society Awards and the SHAIF International Advertising Awards.