Cytosponge: Launching improved cancer screening in Scotland

Following COVID-19, Scotland’s national screening programme was changed to use a new medical device, Cytosponge, instead of upper GI endoscopy. Our client, tasked us with a media launch to celebrate Scotland as the first country in the world to adopt the novel device, and raise mass awareness.

Placing health stories at this time was particularly challenging as COVID-19 was dominating the media. We had something unique, COVID-19 had led to something positive; ‘fast tracking’ an improvement to cancer screening. To succeed, we needed to tell this story sensitively and in a clear and compelling way for our overstretched health journalists