In February, we ran some focus group with Voices to get feedback on our new marketing strategy for our support services. Jenny shares how they helped, and what’s happened so far.
What’s the project about?
In February, we developed some ideas of how to advertise our support services, such as Moving Forward.
We wanted to hear from our Voices about what they thought of the adverts, and whether they resonated with them.
We ran some focus groups to hear what you thought.
How did Voices get involved?
The women we met were absolutely wonderful they were so generous with their time and their thoughts. It's been a real highlight for me since starting at Breast Cancer Now.
They attended online focus groups where we showed them our ideas for the services marketing. They then gave their feedback on it, such as what they liked or what could be improved.
They gave us some food for thought, but what was really helpful was they confirmed to us that the campaign was in the right area. They told us they loved the 'we're here' strapline, and that the language spoke to them and resonated with their experience.
What’s happened so far?
Some of their feedback which we have taken forward was making sure we think about some the images and messaging we use in certain environments and channels.
The attendees spoke to us about how they’d like to see a hopeful picture if they saw a poster in a breast cancer unit waiting room. The group of people with secondary breast cancer also flagged to us that while they liked the language we were using, we should think carefully about which headlines we use when advertising to people with primary breast cancer. They said that if they were casually scrolling on their Facebook they might have been frightened seeing works like 'come back' and 'incurable'. So we’ve worked on the messaging there as well.
A couple of people who took part in the focus groups also volunteered to be case studies in our campaign.
What are the next steps?
The campaign went live on 13 May and we'll continue to roll it out over the next few months until all services are live.
So far we've seen some very positive comments on the ads, particularly on the Moving Forward ads about how beneficial the course is.
Once we have a full suite of ads for services, we’d like to hear from Voices again about whether we’re covering the full range of emotions of what breast cancer brings.
Keep your eye our for more ways to contribute to our services marketing.
Share your voice
This opportunity has expired. You can check out our Share your voice page for more ways to get involved.