New research has suggested that four in ten people in the UK will be diagnosed with cancer. A Macmillan Cancer Support study showed that 42 per cent of people who die in the UK will have had a cancer diagnosis.
The statistics are based on calculations using existing data about deaths in the UK and how many of those who died had a cancer diagnosis at some point in their lives. Macmillan used this data, together with statistics showing the decrease in people dying from cancer, to talk about one of its key campaigning strands - 'survivorship' - living with and beyond cancer. The number of people living with cancer has also increased in the UK by almost 35 per cent in the past ten years, from 1.5 million to two million in 2008. This is because more people are getting cancer and as treatment improves, more are surviving longer. Ciaran Devane, chief executive of Macmillan Cancer Support, said: 'It is really alarming that the number of people who will get cancer is now well past one in three.'
The PR was handled by Macmillan's in-house campaigns and services PR team, which sold the story in to all major news outlets on 12 and 13 July.
The story received blanket coverage across national media including BBC Radio 4's Today programme, BBC News 24, Sky News, ITV News, the Daily Mail, the Daily Mirror, The Guardian, The Sun online and The Independent online. There were 390 online mentions of the 42 per cent stat.
42% of Britons will be diagnosed with cancer
390 Online mentions of the 42 per cent statistic.