Case Study: Greater Manchester Cancer Alliance boosts lung screening engagement with Mobas

Greater Manchester Cancer Alliance boosts inclusive lung screening awareness with Mobas across 4 touchpoints

The Greater Manchester Cancer Alliance faced a challenge in encouraging its LGBTIQ+ community, specifically smokers and ex-smokers over 50, to attend NHS lung screening appointments. Traditional health campaigns had failed to resonate, often being perceived as generic and not culturally relevant. The Alliance partnered with the vendor Mobas to develop a new awareness campaign that could overcome these barriers and inspire action.

Mobas developed a culturally relevant campaign titled OUTpatients, which centered on the positive theme of "Curious" to reframe lung screening as an empowering opportunity. The solution used bold, vibrant creative work featuring local landmarks and a subtle rainbow-inspired color palette to authentically connect with the audience across outdoor and social media. The vendor's strategy successfully built trust and made the health messaging feel personal and relevant, helping to bridge the gap between the NHS and the community it aimed to serve.

Greater Manchester Cancer Alliance