Health campaigns often require pinpoint accuracy to reach communities where awareness is lowest. Our research highlights the importance of targeting specific demographics, as illustrated by Prostate Cancer UK’s campaign to raise awareness among Black men, particularly those from Afro-Caribbean and sub-Saharan African communities.
By leveraging the Origins database, the campaign identified nearly one million individuals based on geographic and cultural markers, ensuring posters were placed in areas with the highest concentration of the target audience. This targeted approach, including the analysis of postcode sectors, allowed for precise resource allocation, making the campaign up to eleven times more effective than untargeted methods.
The campaign also addressed cultural nuances, such as naming conventions among Afro-Caribbean communities, to improve outreach accuracy. These efforts exemplify the power of targeted campaigns in addressing health disparities and fostering community engagement.
