How Cancer Research UK used Smooth Radio Scotland to normalise bowel screening
Bowel cancer is one of the most treatable cancers when caught early, yet fear and a sense of taboo often stops people from completing their NHS screening kits.
Working closely with local authorities, Scotland was identified to have one of the lowest bowel screening uptake rates across the UK, with 66% of test kits completed and returned from 01 May 2022 to 30 April 2024*.
SOURCE: Scottish bowel screening programme statistics. May 2022 to April 2024.
Cancer Research UK’s goal was to educate the public and increase informed intent to complete NHS bowel screening kits across Scotland. This would encourage early detection, and therefore treatment, among eligible age groups.
Kevin Green – Regional Marketing Manager, Cancer Research UK, said:
“Our vision is a world where everybody lives longer, better lives, free from the fear of cancer.”
The big idea
To overcome a taboo, you need an environment built on trust. Together, we chose Smooth Radio Scotland to harness the trust, warmth, and high reach of the right demographic.
Radio is an intimate, one-to-one medium. As a result, it would give Cancer Research UK a direct line into people’s everyday routines, allowing the brand to use relatable humour and frank language without feeling clinical or intrusive.
The campaign worked in conjunction with TV, print, and other media partners to increase reach and amplify the overall impact of the chosen media mix.
To ensure the message landed comfortably, the radio campaign would avoid mealtimes entirely to respect listener context while focusing on high-attention moments.
Making it happen
The 30-second commercial airtime campaign ran across Smooth Radio Scotland over 1 month, specifically targeting Adults aged 45–74.
To reach target adults in a relaxed listening environment, airtime ran during dedicated pre- and post-meal windows, avoiding breakfast, lunch, and dinner hours entirely.
The supplied creative took a direct, relatable approach to demystify testing:
Listen now
Listen now
results
The campaign delivered efficient, high-frequency reach across Scotland’s target demographic:
- Target Audience Reach: 263,000 adults aged 45–74 (29.6% of the target population in the broadcast area)
- Total Commercial Impacts: 1,753,000
- Average Frequency (OTH): 6.7
- Commercial Efficiency: £3.25 Cost Per Thousand across 171 spots
By pairing demographic-aligned audio reach with sensitive daypart planning, Cancer Research UK successfully placed vital preventative health messaging front of mind across nearly a third of Scotland’s eligible population.
Kevin Green – Regional Marketing Manager, Cancer Research UK, said:
“Global understands both our organisational vision and the objectives within individual campaigns. They challenge and consult where appropriate, helping us identify the most cost-effective approach from the outset. This is particularly valuable when communicating sensitive subject matter, ensuring campaigns are delivered respectfully and achieve maximum impact.”
