Mobas and NHS North East London Cancer Alliance: ‘It’s not a game’ campaign shortlisted for the prestigious HSJ Awards

10 October 2023 1 min read
Written by

Adam Tuckwell

Mobas and NHS North East London Cancer Alliance: ‘It’s not a game’ campaign shortlisted for the prestigious HSJ Awards

We are delighted to be shortlisted for the HSJ Awards for a campaign that we developed in partnership with NHS North East London Cancer Alliance. The campaign, ‘It’s not a game’, raised awareness of signs and symptoms of cancers commonly affecting men, with a focus on lung, bowel and prostate cancers. 

The HSJ Awards remain the most prestigious recognition of excellence in healthcare services throughout the UK, so we’re proud to be considered for the Communications Initiative of the Year award. 

The campaign was successful in reaching many of the desired audience segment with an out of home media reach of c600k and social media impressions of nearly 1 million.  One couple, Shaun and Jeanette, shared how they ordered the test kit after seeing the Facebook campaign: the test resulted in an early diagnosis of prostate cancer that was treated and cured, saving Shaun’s life. 

Mobas is quickly becoming known within the health sector for developing campaigns for those ‘hard to reach’ audiences, targeting those who may be reluctant to access health care and cancer screening services. Our Creative Director Greg Bryant shares his experience of working on this campaign and what it has meant to him personally: “It’s been so rewarding working on a campaign that has a real-life impact and hearing from individuals whose lives have been saved as a result of seeing an ad. It doesn’t get much better than that!”.

We’ve been very fortunate to work with other NHS partners and develop creative and impactful campaigns to drive awareness of the importance of early cancer detection and other healthcare issues. Other campaigns include:

Keep your fingers crossed for November when we’ll be attending an evening reception alongside NHS North East London Cancer Alliance to find out if the campaign wins. On all accounts, we’re winning anyway as working on these campaigns is not only saving lives but also making our team incredibly proud – and we get to work alongside the NHS. A win-win!

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