An innovative multi stage qual research process, designed to inform the development of a new campaign for Cancer Research UK which aimed to raise awareness of the link between cancer and obesity. This submission highlights an innovative approach to researching sensitive subjects and demonstrates how qual research can help develop communications that challenge the status quo.


The 2014 Cancer Awareness Measure showed that only 11% of the UK public recall being overweight or obese as a cause of cancer. Previous studies relating to alcohol have shown that by increasing awareness of the link to disease, the public are more likely to support policy activity in the area. Cancer Research UK wanted to run an integrated advertising campaign to increase support for their policy calls by raising awareness of the link between cancer and obesity. The plan was to pilot the campaign in one region in 2016 with a view to scaling up nationally if successful.

Key challenges