STRATEGY AND DELIVERY
Location
Hospital locations throughout England and Wales were selected based on footfall and opportunities for placement within specific breast clinics and breast screening departments. Reaching a highly relevant audience at a time when people most need advice, guidance and support is key.
Artwork
Compelling campaign artwork has a focus on emotional engagement and informative content. A variety of concise text and real-life imagery has been used to capture attention and evoke emotional responses. QR codes drive people to the website, and the helpline number, website and email address were provided.
Timeframe
Breast Cancer Now’s presence has increased year-on-year as Pulse Outdoor Media has expanded and increased our portfolio of hospitals.
Nationwide hospital advertising campaigns have been live for four years. Pulse Outdoor Media’s flexible approach has enabled the charity to vary the campaign duration and make use of important timeframes and seasonal trends.
Formats
A range of formats were used throughout the campaigns:
Large format posters:
6 and 4 sheets located in prominent positions.
Small format posters:
A1 posters positioned in clinical spaces such as breast care units and waiting areas.
Digital D6 screens:
Located within main entrances/ exits, foyers and reception areas, therefore highly visible to everyone passing through the hospital.
Lift wraps:
Located within relevant departments. For Welsh hospitals, artwork included text written in both English and Welsh.
A3 washroom panels
Positioned in personal spaces and located within female washrooms in and around breast care departments.
A5 Leaflets:
Positioned adjacent to posters.
We value our partnership with Breast Cancer Now and are incredibly proud of how this relationship has developed over the past four years. Since the charity’s first campaign with Pulse in 2021, it has been wonderful to see them increase their reach and messaging within targeted clinics and departments, and be visible to people at a difficult time when support is most needed.
Campaigns have been met with considerable praise from NHS Trusts and their staff. The visual aspects and information provided have resonated well with both teams and patients alike.
Paul Heyworth
Account Director, Pulse Outdoor Media
SUMMARY
Breast Cancer Now’s out-of-home hospital advertising campaign effectively leveraged strategic placements within NHS hospitals to reach a crucial audience, significantly boosting awareness and support for breast cancer research and services.
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