Kruidvat x vzw Stop Darmkanker - Launching self-tests for early detection
Raising awareness of the second-deadliest cancer in Belgium
During International Colon Cancer Awareness Month, Kruidvat partnered with the association Stop Darmkanker in order to improve access to self-testing kits for colon cancer. This initiative was driven by the results of a study on behalf of Kruidvat conducted by Ipsos I&O, which revealed a significant lack of awareness among Belgians about colon cancer and its prevention methods. As colorectal cancer is the second-deadliest cancer in Belgium, affecting 1 in 20 Belgians, the need for greater awareness, information and more accessible preventive care was clear.
Our approach:
Based on the key survey findings, we prepared a press release in collaboration with Dr. Luc Colemont and Prof. Dominique Vandijck, the two founders of Stop Darmkanker. To boost the relevance of our message, we also created local versions using specific figures for each province.
First, we shared the press release under embargo with key news outlets, allowing for early coverage. This was followed by a press kit containing the press release, a self-test, etc., which was sent to a selection of 30 journalists. Finally, we broadly distributed the press release to maximise visibility and amplify the campaign’s message.
The campaign garnered significant media attention, reaching 7.6 million people, with a total media value of €423,334.96. It was featured in 48 articles, quoted twice on the radio, and covered in three television appearances, reaching audiences through 30 different media outlets.
With such extensive coverage, the launch of self-tests in Kruidvat stores proved to be a resounding success, further raising awareness about the importance of early detection.
The campaign’s evaluation revealed that we have potentially saved 10 lives of people who tested positive and therefore sought medical attention. A meaningful campaign that we are incredibly proud of!
