Doncaster Primary Care Trust wanted to raise awareness of the early symptoms for lung cancer in some of the most socially deprived areas of the conurbation. Not only were budgets restricted but media opportunities were limited for targeting the lower socio-demographic audiences.

The campaign required a format which would create public exposure whilst being sensitive to the subject of lung cancer symptoms. As a result we utilised ‘coughing’ soundchips within bus shelter 6-sheets to create an impact. The soundchips created a high level of PR including a feature on the local news programme and front page editorial within the local press.