Cancer Research UK has partnered with Woman’s Own to create a special edition copy of the magazine that will be distributed solely to GP surgeries this summer to provide patients with information about cancer prevention and early diagnosis in a unique and engaging way.
The bespoke edition of Woman’s Own will be available to GP surgeries across the UK from April to September and integrates health messaging into the magazine’s regular features, such as celebrity interviews, real life stories and health reports. It also includes the regular lifestyle content, such as fashion and home furnishings, to ensure the magazine stays true to the Woman’s Own brand.
The innovative co-branded magazine was developed as a new way to reach patients waiting in GP surgeries, at a time when they are more receptive to hearing about health messaging.
Abigail Brown, head of health campaigns & marketing at Cancer Research UK, says: “Flicking through a magazine while waiting for a doctor’s appointment is a familiar experience to thousands of patients every day, so it’s a perfect opportunity for us to deliver important health messages.
“More patients are likely to pick up a magazine than a health information leaflet, and the co-branded edition we’ve created with Woman’s Own has allowed us to tailor our health information to make it more accessible and relevant to our target audiences.”
Tom Smith, publisher, Woman’s Own adds: “Woman’s Own takes health extremely seriously and anything we can do to help people lead a healthy lifestyle as well as raise awareness of health messaging is something we are keen to support.
“Editor, Charlotte Richards, has created a magazine that is packed full of inspiring real life stories of cancer survivors alongside interviews with some of the charity’s celebrity supporters, top tips on how readers can lead healthier lifestyles, health reports and features on how to stay safe in the sun and advice on alcohol and health questions answered by a nurse. Cancer Research UK is a wonderful cause and we are delighted with the outcome of this joint project.”
For media enquiries contact the Cancer Research UK press office on 020 3469 8315 or, out of hours, on 07050 264 059.