Nothing does real-life quite like TV. Testimonials to camera, such as Henry’s are emotionally engaging, informative and for key viewers, personally relevant. This paper demonstrates how a carefully researched development programme led to advertising that communicated effectively with the target audience. The campaign affected people’s behaviour, with 68% of patients presenting their symptoms earlier. People were encouraged to come forward who would otherwise have only presented in the final stages of the illness, resulting in a more effective treatment and leading to a better long term outcome. The real ROI is, without doubt, the human one – and the reductions in emotional and physical trauma that Henry, the campaign figurehead, helped achieve. A return on investment, on the most conservative of bases, suggests a saving of £695,000 – representing an ROI of 278%.

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