The Care Card

The NHS South East London Cancer Alliance (SELCA), in partnership with the Multicultural Marketing Consultancy (MMC) wanted to develop a campaign around a personal healthcare resource that serves as a vehicle to support Black communities by disseminating screening information and health check milestones. Black communities are disproportionately affected by too many health conditions, with SELCA focusing on the prevalence of late diagnosis for prostate cancer in men, and breast cancer in women. The goal of the campaign was to improve early diagnosis rates, dramatically increasing the likelihood of successful treatment and recovery. 

First, the personal healthcare resource was created – The Care Card. This double-sided card, designed by The Brixton Project had all the key healthcheck milestones for men and women, along with links to NHS websites for more information. Simply designed, using the symbology of the hair comb, it was both informative and evocative of Black self-care and culture.

In addition to this, campaign materials such as posters, flyers and banners were designed, along with a digital campaign to be rolled out across Black businesses across South East London and social media platforms.

The Care Card Launch took place at Morley’s Department Store in Brixton, a much-loved local institution. The prime location of the launch, along Brixton High Street, ensured that the campaign was accessible to a wide-reaching audience. Over 750 Care Cards were distributed throughout the course of the day.

Alison Mason, well-known local singer, actress, community activist and Lambeth’s Windrush host MC in 2022 and 2023, drew in a wide audience with the support of lively sounds from local creative collective  JUST VIBEZ. In addition, Alison was supported by a series of Care Ambassadors who were moving through the store, introducing and sharing The Care Card and its key messaging with the community.

With info points and printed assets across the store detailing the campaign and launching The Care Card, store goers were also signposted to the first floor for a choir performance by the Brixton Community Gospel Ch+oir, who harnessed further audiences for the main event on the ground floor.

Following the choir’s performance, audiences were greeted with light refreshments and were encouraged to engage with animations and short films providing practical tips pertaining to healthcare checks and screenings.

Brixton Project Partner Binki Taylor was then joined by Dr Di Aitken, a Lambeth resident and GP working to narrow health inequalities in Lambeth, along with Jeff Thomspon (founder of Cancer don’t let it win) and Charlene (a member of the wider SELCA Campaign) for a panel discussion.

In total, 10,000 Care Cards were distributed by The Brixton Project and MMC across businesses, the high street and via the launch event.