Department of Health to launch bowel cancer campaign in January
The Department of Health is to roll out an £8.5 million national campaign for bowel cancer, created by M&C Saatchi, in January, following successful pilots.
The ads will feature real GPs encouraging patients to talk to them about changes in their poo. They aim to make people aware of the early signs of bowel cancer and make it easier for them to discuss this with their GP.
Regional pilots of the adverts in the South West and East of England, costing £1.75million, led to a 48% increase in the number of people who visited their GPs with symptoms.
Building on the success of the bowel cancer campaign, the Department of Health is now also launching a new regional campaign to highlight the signs and symptoms of lung cancer across the East and West Midlands. From October, local TV and radio ads will show that people with a persistent cough for more than three weeks should visit their GP.
Deborah Alsina, CEO for Bowel Cancer UK and Mark Flannagan, chief executive of Beating Bowel Cancer, said: “We are fully committed to working with the government to raise awareness of the symptoms of bowel cancer. We know 90% of people will survive if diagnosed at the earliest stage of the disease. The tragedy however is that only 9% are. We work with people every day who tell us they are living proof that bowel cancer is curable.
“Worryingly awareness of symptoms and the disease is still way too low. We hope this campaign will help change that and encourage people to take the important first step of going to their doctor if they have concerns.”