Luther Pendragon to run tumour campaign

Luther Pendragon has been briefed to run a major campaign to raise awareness of the symptoms of brain tumours in children and young people.

Target: Children with brain tumour symptoms
Target: Children with brain tumour symptoms

The agency has been called in by the national Brain Pathways project, run by the University of Nottingham, in partnership with the Royal College of Paediatrics and Child Health, and the Samantha Dickson Brain Tumour Trust.

The campaign will launch later this year and target clinicians and parents, educating both groups on how to recognise and diagnose the symptoms of brain tumours, which are the leading cause of cancer deaths in children.

The Children's Brain Tumour Research Centre at the University of Nottingham has received funding from the Health Foundation's 'Closing the Gap' award scheme to run the Brain Pathways project.

Children in the UK can wait up to three times longer for diagnosis than children in Canada and the US, and are often not diagnosed until they are at risk of death or severe neurological damage. The campaign aims to reduce the length of time it takes to diagnose brain tumours in children.

John Palmer, the director at Luther Pendragon who will lead the account, said: 'The campaign will equip doctors and parents with the information they need to identify the symptoms of brain tumours in children and young people. The signs are complex and can be quite difficult to spot, especially in children, and the symptoms are often mistaken for other conditions.'

Luther Pendragon has previously worked on high-profile health awareness campaigns, including the NHS Stroke: ACT F.A.S.T and the Dying Matters coalition campaigns.

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