Lockdown restricted the support groups people with cancer rely on, just as urgent cancer referrals fell 60% in June 2020. On World Cancer Day, we helped Oxford Breast Buddy Group (OBBG) explain why talking to others about cancer mattered more than ever, and why holistic care and psychological support matter so much to recovery after surgery. We put members of the breast cancer support group, all with first-hand experience of the disease, on air across a radio day of interviews. The broadcast PR campaign secured 8 items of radio coverage reaching 2.2 million listeners, including Times Radio, Radio News Hub and BBC Radio Oxford.
Oxford Breast Buddy Group (OBBG), World Cancer Day
The aim
Oxford Breast Buddy Group (OBBG) wanted to show the importance of holistic care and support for people after cancer surgery.
The message
Holistic care, the role of psychological support in recovery, and the ongoing needs of patients.
The angle
On World Cancer Day, the impact of Covid-19 on cancer care, with urgent cancer referrals down 60% in June 2020, and on the emotional side of the disease. Lockdown had restricted the support groups people rely on, so the story was why talking to others about cancer mattered more than ever.
On air
Members of a breast cancer support group with first-hand experience of the disease
The result
8 items of coverage reaching 2.2 million, including Radio News Hub, Times Radio and BBC Radio Oxford.
About World Cancer Day
World Cancer Day is led by the Union for International Cancer Control and falls on 4 February each year. It raises awareness of cancer and presses for better prevention, detection and treatment around the world. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning World Cancer Day for 2027?
World Cancer Day next falls on Thursday 4 February 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
