NHS Cancer Alliance

Nudge the odds

Our challenge was to provide NHS doctors with the necessary tools to become change-makers in their communities – the power to change more lives.

With the pandemic creating an immense back-log of critical cancer appointments, increasing numbers are delaying seeing their GP when they notice early cancer warnings.

The need to engage medical professionals was apparent, but we needed to achieve cut-through amidst a sea of health campaigns.

We dug under the skin of ‘Nudge’ – by Nobel Prize Behavioural Scientist and author Thaler & Sunstein – to draw on learnings about ‘positive cues’ to influence good behaviour. And created a powerful campaign to equip healthcare professionals with the tools they need to ‘positively’ nudge people in their communities towards the first appointment or referral.

Our insight-driven campaign inspired medical professionals to proactively deploy nudge theory to persuade worried people to attend appointments for early diagnosis and potentially life-saving treatment.