the bowel cancer screening program (11%) for people over 50/people over a certain age (8%) kits/invitations sent out in the post, received every 2 years (7%). Overall response to the campaign was positive Participants were asked to evaluate the NBCSP campaign across various elements such as ease of understanding, believability, information content and stand out. The table below indicates the proportion of participants who considered the campaign to strongly deliver on these creative elements (i.e. the percentage who strongly agreed). Table 3.1.3. Evaluation of campaign elements 2015 2016 CATI CATI % A lot Base: Recalled at least one ad n=282 n=103 At least four in five agreed the campaign to be Easy to understand 86% 84% easy to understand and believable Believable 82% 80% At least three in five agreed the campaign to Informative 76% 68% be informative and relevant Contains relevant 73% 63% information Half agreed the campaign was attention grabbing Grab your attention 49% 50% The campaign was considered by 4 out of 5 to be easy to understand (84%) and believable (80%), as was seen in 2015. For around 3 out of 5, it was considered to be informative (68%) and contain relevant information (63%). The ad does cut through, with half considering the campaign to work well to attract attention. This is a positive result for the campaign particularly given the campaign is solely advertised through print, radio, online and out of home (OOH).
the bowel cancer screening program (11%) for people over 50/people over a certain age (8%) kits/invitations sent out in the post, received every 2 years (7%). Overall response to the campaign was positive Participants were asked to evaluate the NBCSP campaign across various elements such as ease of understanding, believability, information content and stand out. The table below indicates the proportion of participants who considered the campaign to strongly deliver on these creative elements (i.e. the percentage who strongly agreed). Table 3.1.3. Evaluation of campaign elements 2015 CATI 2016 CATI % A lot Base: Recalled at least one ad n=282 n=103 At least four in five agreed the campaign to be easy to understand and believable Easy to understand 86% 84% Believable 82% 80% At least three in five agreed the campaign to be informative and relevant Informative 76% 68% Contains relevant information 73% 63% Half agreed the campaign was attention grabbing Grab your attention 49% 50% The campaign was considered by 4 out of 5 to be easy to understand (84%) and believable (80%), as was seen in 2015. For around 3 out of 5, it was considered to be informative (68%) and contain relevant information (63%). The ad does cut through, with half considering the campaign to work well to attract attention. This is a positive result for the campaign particularly given the campaign is solely advertised through print, radio, online and out of home (OOH).
NBCSP%20Campaign%20Eval%20Report.docx