PHE to launch life-saving 'Be clear on cancer' campaign

The Cabinet Office has approved a request from Public Health England (PHE) to launch a public awareness initiative aimed at saving lives, with a national "Be clear on cancer" campaign.

Cancer awareness: PHE readies campaign to inform the public about early symptoms
Cancer awareness: PHE readies campaign to inform the public about early symptoms

Under the purdah restrictions in place until the General Election, the general principle governing communication activities is to do everything possible to avoid competition with parliamentary candidates for the attention of the public.

Guidance issued by the Cabinet Office last month stated: "New advertising campaigns will in general be postponed and running campaigns closed.

"However, some advertising (for example recruitment, blood donation, and health and safety) might be specifically approved by the permanent secretary, in consultation with the propriety and ethics team."

The "Be clear on cancer" respiratory symptoms campaign focuses on identifying cancers at an early stage to increase the likelihood of successful treatment. It has now been given the go-ahead and is scheduled to run over the summer.

The key campaign messages are to tell your doctor if you've had a cough for at least three weeks, or if you get out of breath doing things you used to be able to do without any difficulty.

An update from the PHE partnerships marketing team stated: "We can now confirm that the 'Be clear on cancer" (respiratory symptoms) campaign will commence on 18 May."

In continued: "The Cabinet Office has approved the continuation of the advertising that was booked. PR details are still being confirmed, some limited promotion via social media and placement of case studies may continue.

"Face-to-face events in local shopping centres will be delayed until after polling day to avoid cross-over with canvassing."

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