NHS

RECAPTCHA

Proactive digital campaign to raise awareness and encourage people to sign up for early cancer detection.

The Idea

Early detection of cancer can save lives. Unfortunately, people seldom go for regular check-ups. So the NHS created a situation where visitors to their site sign up immediately as they log in. The only way is to demonstrate how difficult it is to detect cancer without a proper check-up.

The Execution

We created a ‘recaptcha’ image quiz on NHS’s landing page. The website could only be accessed after visitors select the right images on recaptcha. Of course, it is impossible to detect which image belongs to a cancer sufferer. Just like in real life. A verification failed message would appear, followed by a request for the visitor to sign up.