This February, the NHS South East London Cancer Alliance has partnered with the other NHS London Cancer Alliances and the charity Heartburn Cancer UK, to launch a new campaign to encourage people to recognise the symptoms of oesophageal cancer and take action early by contacting their GP.
Oesophageal cancer is a cancer that's found anywhere in the oesophagus, sometimes called the gullet or food pipe.
The campaign – “Whatever You Call It'”- focuses on people aged over 45 who may be experiencing persistent heartburn or indigestion and difficulty swallowing
Oesophageal cancer is the 14th most common cancer in adults in the UK, with around 9,400 new cases diagnosed in the UK annually. However, it is often diagnosed at a late stage (Stage 3 or 4), with less than 20 per cent of cases diagnosed early. (NDRS stage at diagnosis by cancer site in England 2013 – 2022). Knowing the symptoms is therefore crucial, as the earlier oesophageal cancer is found the more treatable it’s likely to be.
Where to see the campaign?
The campaign will be seen throughout February on roadside billboards and in and around London Underground stations. Londoners will also have the opportunity to see the campaign in their local pharmacy, supermarket or pub.
The campaign will also include online advertising on Facebook and Instagram and a radio ad that will be steamed on Capital Radio, Heart, Smooth, LBC and Capital XTRA.
The ads will be projected onto and illuminate iconic buildings and landmarks across London, including on Waterloo Bridge, Tower Bridge and near The Shard, during 6 – 8pm. This will allow commuters and residents the opportunity to see the campaign on their way home.
Supporting the campaign
You can publish a post from your organisation’s social media accounts or share information via your organisation’s bulletins and newsletters, using the social media toolkit on our campaign landing page here: https://www.oesophagealcancerawarenessmonth.com
The South East London Cancer Alliance has also developed an online education resource to support primary care professionals to identify patients who require an urgent suspected cancer referral. The resource includes a bitesize module on oesophageal cancer which can be completed in 10 minutes and provides guidance regarding diagnostic tests, including information on local urgent direct access diagnostic pathways, and enables professionals to refer patients with confidence.