On the agenda: Clear on Cancer drive relaunched

Public Health England (PHE) has relaunched its Be Clear on Cancer lung cancer campaign, which aims to raise public awareness of the key symptoms of the disease and encourage people to visit their doctor sooner.

Public Health England: Cancer campaign relaunched (credit: Thinkstock)
Public Health England: Cancer campaign relaunched (credit: Thinkstock)

In more detail

The Be Clear on Cancer campaign first ran in May-June 2012. Awareness of a cough/hoarseness as a symptom of lung cancer rose from 41 per cent to 50 per cent and urgent referrals for suspected lung cancer increased by 30 per cent in the campaign months, compared with the same period the previous year. PHE, in partnership with the Department of Health and NHS England, relaunched the campaign on 2 July. They aim to continue increasing awareness of the key symptoms and encourage those with symptoms to visit their doctor sooner.

PR strategy

Freud Communications and PHE worked alongside Cancer Research UK to source statistics on the number of people who receive a late-stage diagnosis of lung cancer every year in England. The target audience was men and women over 50. At launch, spokespeople including PHE director of public health and wellbeing Kevin Fenton, and actress Terri Dwyer, who lost her mother to lung cancer, were made available for interview.

Media coverage

The relaunch was covered on Daybreak, Sky News and BBC Radio Northampton as well as BBC online, the Daily Mail and trade publications Pulse, GP and Nursing Times.

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