through phone, text and other means. When evaluating the campaigns success it found 28% of those who had been involved went on to quit smoking. Furthermore, 57% of continuing smokers attempted to quit again within 6 months (corporate culture, 2010). Overall 81% of the people who visited the campaign trailer stated that they had been encouraged to quit and 75% recommended the service to another. 84% of users who received the quit kit felt that it made quitting easier to consider (corporate culture, 2010). Following a positive pilot period in February 2010, the campaign was continued until March 2011 (corporate culture). This campaign demonstrates the strengths of targeting a large segment of the population (of which men are), offering sufficient incentives and maximising awareness through advertising. Case Study C: Prostate Cancer UK Mass Campaign The important aspect of this mass campaign is its ability to lobby Government for change. The ‘Pledge for Prostate Cancer’ campaign placed pressure on MP’s to reduce inequalities and improve services for prostate cancer (prostatecancer.org, 2013). This was ultimately successful in advancing the PSA test for men, as men became aware of the option to take the test thus allowing them to make informed decisions about it. This also influenced and impacted the attitude of healthcare professionals themselves, who did not promote tests and screening for prostate cancer prior to this campaign. Evidence suggested; “inconsistent practice amongst GPs prevents many of the men who are not of prostate cancer from receiving information about the test” (prostatecancer.org, 2013). The ability of the campaign to lobby the UK national screening committee consultation led to informed GP knowledge and persuasion in GP informing men of the pros and cons of the test. This reveals the ability of this campaign to improve knowledge of not only men, but also healthcare professionals. By targeting MPs and political reform towards health, it allowed the campaign this success in targeting different audiences. Its particular ability in informing men and provoking change in their knowledge and attitude is a particular success that could be used and adapted to reducing men’s reticence to visit GPs. Similarities between this campaign for prostate cancer and men’s reticence to visiting the GP lie in the attempt to improve awareness about an issue and prevent fatalities, suggesting transferability in the use of this campaign to improving men’s visitation of GPs. Solutions
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