Ovarian cancer campaign
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The Be Clear on Cancer brand was used to promote awareness and early diagnosis of ovarian cancer since 2013. It was piloted locally from January to March 2013 and progressed to a regional pilot in 10 February - 16 March 2014 in the North West of England.
The campaign’s key message is ‘Feeling bloated, most days, for three weeks or more could be a sign of ovarian cancer. Tell your doctor’ The advertising explains that finding cancer early makes it more treatable.
A number of resources were created for the campaigns including briefing sheets for GPs, Nurses and Practice managers, as well as campaign resources for patients which included easy-to-read versions. Below are a few examples:
The campaign targeted all women over 50, the age group most at risk of developing ovarian cancer, and their friends and family.
The regional campaign highlighted the main message: Feeling bloated, most days, for three weeks or more could be a sign of ovarian cancer. Tell your doctor.
This key message was promoted through a range of different channels across the North West TV region, including Regional television, Regional radio and in the Regional press.
The campaign also included PR and face-to-face events in various locations across North West England. They took place in public areas like shopping centres.
Around 5,900 women are diagnosed with ovarian cancer in England each year – around 4,900 (more than 80%) are aged 50 and over.[1]
Outcomes in Britain are worse than those in some European countries and recent estimates suggest that around 500 deaths from ovarian cancer could be avoided each year if survival rates matched the best in Europe.
More than 90% of women diagnosed with the earliest stage ovarian cancer (stage I) survive their disease for at least five years. This figure is around 5% for those women diagnosed with the most advanced stage disease (stage IV).[2]
Research has shown that even women with early stage disease can experience symptoms.
References
- Data provided by the Office for National Statistics on request, July 2013. Number of cases of ovarian cancer (ICD-10: C56-C57) diagnosed in England in 2011 (for age groups, the annual average number of cases between 2009 and 2011 is given. Similar data can be found here: http://www.ons.gov.uk/ons/rel/vsob1/cancer-statistics-registrations--england--series-mb1-/index.html(link is external)
- Five-Year Stage-Specific Relative Survival Rates, Adults (Ages 15-99), Anglia Cancer Network 2004-2008, Eastern Cancer Registry and Information Centre (ECRIC). Personal communication. www.ecric.org.uk
Results from local pilot campaigns, which ran from January to March 2013, showed:
- Confidence in knowledge of symptoms of ovarian cancer increased significantly in the Anglia/Essex pilot area after the campaign, up from 20% to 31% of people saying they were ‘very/fairly confident’
- 57% of women agreed that ‘the advertising told me something new’
The approval of CA125 as a diagnostic test for ovarian cancer within primary care and work to support direct access to non-obstructive ultrasound has made diagnosing and excluding ovarian cancer simpler for GPs. This added to the timeliness of this campaign.
Be Clear on Cancer statement
Be Clear on Cancer was a cancer awareness campaign led by Public Health England, working in partnership with the Department of Health and NHS England. This page contains links to documents that we hope you find useful. Please note however that the views or opinions expressed within those links are not necessarily those of Cancer Research UK.