Following the success its touring immunisation programme for measles, mumps and rubella in 2007, City and Hackney Teaching Primary Care Trust (PCT) has embarked on a high-profile consumer roadshow to raise awareness of breast cancer among local women of all ages.

Last year’s innovative, vehicle-based campaign, project managed by Event Marketing Solutions (EMS), resulted in 878 children being immunised over a six-week period. The tour was so successful that the PCT has decided to adopt the roadshow format for this second health campaign.

The City and Hackney PCT ‘Be Breast Aware’ tour, again run by EMS, launched on 9 October and will visit nine strategic locations across the East London borough. Venues – mainly shopping areas – have been carefully researched to be convenient, high-footfall locations that will ensure maximum engagement with the target audience.




In the pink: Raising breast cancer awareness on the road


Rather than focus solely on providing factual information, EMS will create a relaxing, informal experience on board the roadshow vehicle – with free hot refreshments available, to encourage people to stay and chat, along with ‘feel-good’ beauty giveaways. To attract and entertain the whole family, free face-painting for children will be offered on Saturdays, and there will be a daily prize draw for £100 of Marks & Spencer vouchers.

The vehicle will be manned by community healthcare staff from the PCT. They will offer advice and information on how to identify the early signs of breast cancer, and will highlight the importance of attending routine screening for women over 50.

“The success of the mobile immunisation campaign made us realise what huge potential there is to reach out into the community using the roadshow format,” said Pamela Froggatt, communications and campaigns manager for City and Hackney PCT.

“The objective of this new campaign is to communicate vital health prevention messages directly to local women – reaching them right where they are rather than waiting for them to visit their GP’s surgery.”

The tour will run on board a pale pink, 9-metre mobile exhibition unit.  A hand-held PDA will be used to gather real-time data about consumer attitudes, opinions and perceptions, to help the PCT shape future campaigns.

The roadshow launched at Morrisons supermarket, Stamford Hill, on 9 October and concludes on 25 October. It will operate every Thursday, Friday and Saturday during that period (nine days in total).

“We have been able to turn the project around within an extremely tight timescale,” said EMS managing director Keith Austin, “expanding the PCT’s original concept of an information roadshow into an appealing and rounded consumer experience.

“Healthcare is becoming a growing sector for us and we are continually developing our service to meet new client demands.”