Oral cancer, though just as deadly as other kinds of cancer, is much less well known and understood by the general public. This campaign aimed to raise awareness of the disease, and persuade people with possible symptoms of oral cancer to get them checked out early on.
However, a campaign like this is a delicate balancing act. Scare people too much, and you risk swamping the NHS with ‘the worried well’. Careful development research led to a campaign that hit exactly the right note.
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