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Be Clear on Cancer Oesophago-gastric cancer campaign PR Toolkit January 2015

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Content Page Number

1. Executive summary Page 3

2. Campaign overview Page 5

3. Results of the 2014 regional oesophago-gastric cancer campaign Page 7

4. The 2015 oesophago-gastric cancer campaign Page 8

5. Key messages Page 10

6. Facts & stats Page 12 7. Resources Page 13

Case studies Page 13

Templates Page 14

TV and radio adverts Page 15

Print adverts Page 15

8. Social media Page 17

9. Appendix 1 (mortality and incidence data) Page 21

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1. Executive summary

Public Health England is launching a national Be Clear on Cancer oesophago-gastric cancer*

campaign to raise awareness of the symptoms of oesophageal and stomach cancers – particularly heartburn most days for three weeks or more and food sticking in the throat. Run in partnership with the Department of Health and NHS England, the campaign launches on 26 January 2015 and runs across England to 22 February 2015. The campaign ran as a regional pilot in the North East and North Cumbria from February – March 2014. The national campaign, like the regional pilot, aims to raise public awareness of the symptoms of oesophago-gastric cancers, and encourage those with these symptoms to visit their GP. The campaign includes television, print, radio, digital and out of home advertising, along with national PR and social media activity. There will also be a national roadshow visiting shopping centres across England, and support from key partners such as pharmacies. The campaign leads with the primary message:

Heartburn most days for three weeks or more could be a sign of cancer – tell your doctor. The chances are it‟s nothing serious, but finding it early makes it more treatable.

There is also a secondary message:

Food feeling like it‟s sticking in your throat when you swallow could be a sign of cancer – tell your doctor. It might not be anything serious, but if there is something wrong, then finding it early makes it more treatable.

This toolkit has been developed primarily to help PHE regional comms leads manage the promotion of the campaign in their areas. It includes advice, information and templates to help you communicate with local media, partners and a range of other audiences. While all campaign materials and content in this toolkit are under strict embargo until 00:01 on 26 January 2015, this toolkit can be shared with colleagues in local authorities and NHS regional teams, to enable them to promote the campaign via their channels too – please reinforce this embargo when sharing any materials. Checklist of activity PHE regional comms leads, supported by freuds (PHE‟s campaigns PR agency), will promote the launch of the national campaign in their areas. Post Monday 26 January, there are a number of activities and opportunities that the regional team and Be Clear on Cancer supporters can carry out in support of the campaign, including:

Use the short or long copy templates below to help draft articles about the campaign for newsletters, websites or social media networks

Feature campaign key messages and facts and stats in any relevant communications about the campaign (see page 10) and data broken down by PHE centre and local authority area (page 21)

Plan and co-ordinate your own communications activity, referring to the resource section of this document for guidance

The oesophagus (more commonly known as the gullet or food pipe), is the long tube that carries food from the throat to the stomach. Cancer of the oesophagus is also called „oesophageal cancer‟. Oesophageal and stomach cancers are also known as „oesophago-gastric cancers‟.

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Utilise available social media networks, e.g. Facebook and Twitter, to provide regular updates and information on the campaign, to help maintain momentum

Please also encourage others in your area, particularly comms leads in NHS and Local Authority regional teams, to promote the campaign, using these template materials and suggestions for social media, if they wish.

Please note that this campaign is embargoed until 00:01 hours 26 January 2015

Good luck with your activities and thank you in advance for all your help.

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2. Campaign overview Be Clear on Cancer – oesophageal and stomach (oesophago-gastric) cancer symptom awareness campaign The cancer outcomes strategy, published in January 2011, set out the Government‟s actions to improve outcomes for cancer patients with the ambition to save an additional 5,000 lives per year by 2014/2015. To support this ambition, one of these key actions is to raise public awareness of the symptoms of cancer and encourage earlier presentation to primary care. Following a local pilot in 2012 and regional pilot in early 2014, the Be Clear on Cancer oesophago-gastric cancer campaign is being rolled out at a national level, encouraging people to see their doctor if they notice symptoms consistent with our messaging, particularly “heartburn most days for three weeks or more” or “food sticking when you swallow”. Early diagnosis of these cancers makes them more treatable, so encouraging people to see their doctor sooner could save their life. The campaign is aimed at men and women from lower socioeconomic groups over 50 – more than 9 out of 10 people who are diagnosed with oesophageal or stomach cancer are aged 50 or over1 – and their key influencers such as family and friends. Around 6,900 people are diagnosed with oesophageal cancer and 6,000 people are diagnosed with stomach cancer each year in England.1 These diseases cause around 10,200 deaths in England each year.2 This equates to 28 people dying from these cancers every day. Early diagnosis is crucial – around 67% of people diagnosed with oesophago-gastric cancers at the earliest stage survive for at least five years.3 This figure is around 3% for those diagnosed at a late stage.3 It has been estimated that around 950 lives could be saved in England each year if our survival rates for oesophageal and stomach cancers matched the best in Europe.4 The campaign will run for four weeks, from 26 January to 22 February 2015, and will include TV, radio, out of home and digital advertising, together with face-to-face events in venues such as shopping centres and support from key partners including pharmacies. Launch PR Public Health England and freuds will work together to target all key national, regional and trade titles and broadcasters ahead of and around the launch on Monday 26 January.

The launch press release will be available from Monday 26 January via Public Health England‟s website and will be sent to all comms leads at PHE centres prior to this.

1 Incidence data supplied by Public Health England‟s West Midlands Knowledge and Intelligence Team based on National Cancer

Registration Service data 2 Deaths data supplied by Public Health England‟s West Midlands Knowledge and Intelligence Team based on Office for National Statistics data 3 Survival is relative period survival supplied by Public Health England‟s West Midlands Knowledge and Intelligence Team based on

National Cancer Registration Service data. One-year relative survival is based upon staged 2003-2012 diagnoses and five-year relative survival is based upon staged 1999-2008 diagnoses 4

British Journal of Cancer (2009) 101, S115–S124. doi:10.1038/sj.bjc.6605401. Published online 3 December 2009. Access via:

http://www.nature.com/bjc/journal/v101/n2s/full/6605401a.html All incidence and mortality data is based on the annual average for 2008-12 for all ages unless otherwise stated.

http://www.nature.com/bjc/journal/v101/n2s/full/6605401a.html

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While the press materials will be developed by freuds and Public Health England, regional comms leads should, where possible, consider the best spokesperson for this campaign in their area and ensure they are available around the time of the launch for media interviews.

For further information about planned PR activity, please contact the Be Clear on Cancer team at freuds on BeClearOnCancer@freuds.com or call 020 3003 6527/ 020 3003 6415. Activity for disabled people Disabled people make up a proportion of the target audience of the campaign and are known to have worse health outcomes than the general population. Fact-finding found people with sensory impairments and learning disabilities are more likely to be excluded from the mainstream communications and have problems spotting the symptoms of cancer. Steps have been made to ensure the campaign communications are as accessible as possible and the mainstream leaflet has been produced in alternative formats, including Braille, audio, large print, BSL and easy read. These can be downloaded at nhs.uk/ogcancer or hard copies can be obtained from enquiries@phe.gov.uk Engagement is also taking place with disability organisations to raise awareness of the symptoms of cancer amongst these audiences, communicate bespoke messages and raise awareness of the availability of the alternative formats. For more information about the alternative formats and engagement with disability groups contact barry@bdscommunications.co.uk or phone 07808 707288. Ethnic Minority Activity There are often cultural, religious and language barriers preventing Black and South Asian people from seeing their doctors early; there is often a strong fear of cancer, and a perception that cancer is an incurable disease that quickly leads to death.5 The Be Clear on Cancer oesophago-gastric cancer campaign advertising will be featured in key national and regional Black and South Asian media (English only) on TV and radio. There will also be targeted PR activity involving ethnic minority healthcare professionals and cancer survivors who will participate in media interviews/discussions to raise awareness of oesophago-gastric cancers and address barriers to early diagnosis. For more information about the planned ethnic minority activity, please contact the Be Clear on Cancer team at freuds on BeClearOnCancer@freuds.com or call 020 3003 6527/ 020 3003 6415.

5 Department of Health - Early diagnosis campaigns, qualitative ethnic minority research by Ethnic Dimension, October 2012

mailto:BeClearOnCancer@freuds.comhttp://nhs.uk/ogcancermailto:enquiries@phe.gov.ukmailto:barry@bdscommunications.co.ukmailto:BeClearOnCancer@freuds.com

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3. Results of the 2014 regional oesophago-gastric cancer campaign Results from the regional pilot which ran in the North East and North Cumbria in February – March 2014 have been encouraging. Research showed a significant uplift post-campaign in spontaneous awareness of oesophageal cancer symptoms (ie heartburn and food sticking), and 63% agreed the

advertising had told them something new. 6

In terms of clinical outcomes, when comparing the campaign period with the same time in the previous year, results showed:

52% increase7 in urgent GP referrals (two-week wait (2WW)) for suspected upper

gastrointestinal (GI) cancers compared with a 17% increase in the control areas (rest of

England, excluding local and regional pilot areas)8

Early indications of an increase in the number of Barrett's Oesophagus cases diagnosed in a

sample of hospital trusts (the significance of this increase isn't yet clear)9

Total number of upper GI cancers diagnosed did not increase, however there was a significant

increase of 29 percentage points,10 11 in the proportion of upper GI cancers diagnosed via a

2WW referral, among those aged 60-6912.

This last finding, for people in their 60s, is encouraging since we know:

1-year survival is worse for those diagnosed via emergency presentation compared with

those diagnosed via 2WW referral

older people are more likely to present via emergency presentation.

In addition, preliminary data from a sample of 50 practices in the regional pilot area in early 2014 demonstrated a 46% increase in GP visits regarding oesophago-gastric cancer symptoms mentioned in the campaign. This equates to an additional 0.6 attendances per practice per week.13

6 TNS BMRB on behalf of Public Health England post-OG campaign survey of 300 adults aged over 50 interviewed face to face in the

North East region, 12-25 March 2014. Significant uplift based on all respondents who had seen any publicity recently about the symptoms of cancer 7 Statistically significant 8 Data from the National Cancer Waiting Times (CWT) Monitoring Dataset provided by NHS England and accessed via Public Health England‟s Knowledge and Intelligence Team (East Midlands) 9 Data supplied by individual NHS trusts who participated in the regional pilot (Northern England SCN area, Feb - Mar 2014) 10

Statistically significant 11 Based on a relatively small number of cases 12

Data from the National Cancer Waiting Times (CWT) Monitoring Dataset provided by NHS England and accessed via Public Health England‟s Knowledge and Intelligence Team (East Midlands) 13

Data supplied by Mayden, specialists in healthcare information technology, http://www.mayden.co.uk/

http://www.mayden.co.uk/

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4. The 2015 oesophago-gastric cancer campaign Launch press release We will be polling the public to source attitudinal data which shows the level of the public‟s understanding of the link between heartburn and cancer. These insights will be used in conjunction with incidence and mortality data for oesophago-gastric cancers, to raise awareness of the importance of visiting your GP if you experience heartburn most days for three weeks or more or the feeling of food sticking in your throat when you swallow. This data will be used in the template launch press release developed by freuds, which will be circulated ahead of campaign launch. Comms leads at PHE centres should regionalise the press release as much as possible using local data provided. For further information about planned PR activity, please contact the Be Clear on Cancer team at freuds on BeClearOnCancer@freuds.com or call 020 3003 6527/ 020 3003 6415. Healthcare Professionals - stakeholder activity Stakeholders have been informed about the campaign via a tri-partite letter from PHE, the Department of Health and NHS England. In addition, three events took place in December. These provided information about the campaign and learnings from the regional and local pilots, gave perspectives on the campaign from a number of different healthcare professionals, and offered the opportunity to ask questions of an expert panel. A video documenting experiences of healthcare professionals involved in the regional pilot was shown at these events and can be accessed here: naedi.org/beclearoncancer/oesophago-gastric. If you receive any questions about the campaign from local healthcare services please refer to the Q&A (which will be distributed separately) for the relevant response. For more support and advice, please contact the Be Clear on Cancer team at freuds on BeClearOnCancer@freuds.com or call 020 3003 6527/ 020 3003 6415 NGO involvement We will be speaking to key charities to inform them of the national campaign and outline different ways they can provide support. This includes recruiting case studies and providing supportive quotes or spokespeople for the campaign. Key charities include: Cancer Research UK, Action Against Heartburn and Heartburn Cancer UK.

Roadshows Face-to-face events will be taking place in a number of shopping centres across England from Wednesday 28 January – Saturday 28 February. All regional centres will be provided with a template press release and the roadshow schedule ahead of this time to help them engage local media around the events in their area. freuds will be available to assist with local sell in if required.

Event staff will be present at the roadshows to hand out campaign materials, provide information on oesophago-gastric cancer signs and symptoms and answer any queries the public may have.

mailto:BeClearOnCancer@freuds.commailto:BeClearOnCancer@freuds.com

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A full roadshow schedule will be available on the NAEDI website at naedi.org/beclearoncancer/oesophago-gastric from early week commencing 19 January. There are three key times to engage media:

Pre event – issue press materials to flag upcoming events to relevant media titles in the area in the hope of driving footfall and securing coverage. These materials should be regionalised as much as possible, including incidence and mortality statistics and a quote from a local spokesperson, if available. Local case studies will also be helpful at this stage to bring the issue to life.

During event – media should be encouraged to go along to the events, speak to passers-by and take pictures of the stand etc. Event staff will be briefed for media interviews beforehand. However, if you know media are likely to attend, please inform freuds in advance so they can give the event team advance warning and therefore time to prepare.

Post event - events company BEcause, who manage the roadshows, will be able to provide engagement figures from each of the events. freuds will report this back to you where there are impressive figures to share. This information can then be shared with media.

Please note, if you have any questions about promoting Be Clear on Cancer events in your area, or would like help in doing so, please contact freuds. Or, if you have recently had another Be Clear on Cancer roadshow in your area, and are worried about media/audience saturation, you may not wish to promote the event(s) – the level of promotion will vary between areas.

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5. Key messages Below are the key messages that will be used across media materials, including the national press release. The key campaign messages below will be communicated and shared throughout the campaign – please refer to this list when drafting any communication materials. We‟ve referred to “cancer” rather than “oesophageal and stomach cancers” in the TV, radio and print advertising as many people don‟t know what the oesophagus is. If we refer to these specific types of cancer, we explain that the oesophagus is the long tube that carries food from the throat to the stomach and is commonly known as the gullet or foodpipe.

Primary Message Heartburn most days for three weeks or more could be a sign of cancer – tell your doctor. The chances are it‟s nothing serious, but finding it early makes it more treatable

Secondary Messages Food feeling like it‟s sticking in your throat when you swallow could be a sign of cancer – tell your doctor. It might not be anything serious, but if there is something wrong, then finding it early makes it more treatable

Key messages around

oesophageal or stomach

cancer symptoms

Heartburn most days for three weeks or more could be a sign of oesophageal or stomach cancer Other symptoms of oesophageal or stomach cancer may include:

food feels like it‟s sticking in your throat when you

swallow

indigestion on and off for three weeks or more

losing weight for no obvious reason

trapped wind and frequent burping

feeling full very quickly when eating

feeling bloated after eating

nausea or vomiting

pain or discomfort in your upper tummy area

If you have any of these symptoms, tell your doctor

Key messages around

raising awareness of

symptoms

You need to see a doctor if you have had heartburn most days for three weeks or more Even if you‟re taking medicine and it seems to help, you still need to see your doctor The chances are it‟s nothing serious, but oesophageal and stomach cancers are more treatable if they are found early

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Key messages around

raising awareness that

early diagnosis improves

survival chances

Early diagnosis and treatment of cancer can save lives Spotting cancer early can make a real difference

Key messages around

sanctioning the trip to

doctor

You are not wasting anyone‟s time by getting your symptoms checked out – if it isn‟t serious, your mind will be put at rest But if it is cancer, early detection makes it more treatable so seeing your doctor early could save your life Your doctor is aware of the key signs of cancer. They are ready and waiting to help, and will not think you are wasting their time If you have any symptoms, your doctor will want to see you. If your symptoms persist, go back to your doctor – he or she will want to know And if you know anyone who has any of these symptoms, insist they see their doctor

Key messages around

family support – listen to

them, they care

People care about you – if they suggest you go to the doctor, you should listen

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6. Facts & stats

1. Around 12,900 people are diagnosed with oesophageal cancer or stomach cancer each year in England.14

2. These diseases cause around 10,200 deaths in England each year.15 This equates to 28

people dying from oesophageal or stomach cancer every day.

3. The UK has the highest mortality rate for oesophageal cancer in the European Union.16

4. Early diagnosis is crucial – around 67% of people diagnosed with oesophago-gastric cancers

at the earliest stage survive for at least five years. This figure is around 3% for those diagnosed at a late stage. 17

5. As many as 87% of those diagnosed with oesophago-gastric cancers at the earliest stage

survive at least a year, compared with just 20% of those diagnosed at a late stage16

6. More than 9 out of 10 people who are diagnosed with oesophago-gastric cancers are aged 50 and over, with men twice as likely to be diagnosed as women.18

7. It has been estimated that around 950 lives could be saved in England each year if our

survival rates for oesophageal and stomach cancers matched the best in Europe.4

8. Not enough people are diagnosed early with oesophageal and stomach cancers. To help

improve survival rates it is important to raise awareness of the symptoms and encourage people to visit their doctor if they experience any of them.

9. All of the GPs featured in the Be Clear on Cancer adverts are practising GPs. The call to

action in all the campaigns is to “tell your doctor” if you have any of the given symptoms.

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Incidence data supplied by Public Health England‟s West Midlands Knowledge and Intelligence Team based on National Cancer Registration Service data 15

Deaths data supplied by Public Health England‟s West Midlands Knowledge and Intelligence Team based on Office for National Statistics data 16

GLOBOCAN 2012 : http://globocan.iarc.fr/ia/Europe/atlas.html 17

Survival is relative period survival supplied by Public Health England‟s West Midlands Knowledge and Intelligence Team based on National Cancer Registration Service data. One-year relative survival is based upon staged 2003-2012 diagnoses and five-year relative survival is based upon staged 1999-2008 diagnoses. 18

Incidence data supplied by Public Health England‟s West Midlands Knowledge and Intelligence Team based on National Cancer Registration Service data

All incidence and mortality data is based on the annual average for 2008-12 for all ages unless otherwise stated.

http://globocan.iarc.fr/ia/Europe/atlas.html

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7. Resources Case studies If you are aware of any case studies you may wish to include them in your promotional activities to help bring the campaign to life. Case studies are an important element to a health campaign as they add the human dimension needed to help raise awareness of the campaign issues and can help encourage conversations about particular topics. They also offer opportunities for greater in-depth coverage and discussion about campaign subjects. You may wish to get in touch with NHS comms leads in your region, or clinical commissioning groups, to help source case studies. The ideal case study would meet the following criteria:

Diagnosed with oesophageal or stomach cancer at 50 years of age or over

Diagnosed at an early stage

Visited their doctor after noticing one of the symptoms - heartburn most days for three weeks or more, or food sticking when swallowed

Received treatment on the NHS, and had a good experience with their care

Has been treated successfully and made a good recovery

Happy to speak to media and have their story published/broadcast

If you do find any case studies, below are some questions and key pieces of information to ask in order to build a profile of their story for media. If you need any more support or advice on this, please email the Be Clear on Cancer team at BeClearOnCancer@freuds.com or call 020 3003 6527/ 020 3003 6415. Name, age, ethnicity, location, children / grandchildren What were the first symptoms and when were they first noticed? What did they think about the symptoms when they were first experienced? Can they remember how long they experienced their symptoms for? When did they go to their doctor? What happened next (screening / tests)? What was the diagnosis? How did they feel about the diagnosis? What did their family think about the diagnosis? How much did they know about oesophageal / stomach cancer before their diagnosis? How important is / was it to get an early diagnosis? What treatment followed the diagnosis? How do they feel after the (successful) operation/treatment? Did their friends or family play a part in encouraging them to visit their GP? What is their advice to others with symptoms? What do they particularly value in their life (now they have recovered)? What are their hopes for the future? Are they willing to share a head and shoulders high resolution photograph? If the case studies agree to be interviewed by journalists, make sure you identify which types of media they are happy speaking with (i.e. they may not want to do radio interviews, but will talk to a regional print journalist). Also, make sure they are aware of the campaign key messages and that they are comfortable with them.

mailto:BeClearOnCancer@freuds.com

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It is also important to ensure a consent form is signed by all case studies, and any copy written about them, that is kept on file, is approved before being shared with media. Again, freuds can guide and support you on this area. Templates Please find below some examples of copy that you could use when communicating with your audiences about the national Be Clear on Cancer oesophago-gastric cancer campaign. This copy can be used across a range of channels, for example, websites, e-bulletins, newsletters, or for social media purposes. Simply cut and paste this copy, add the relevant local information and share. Short Copy – for email, bulletins and websites New national campaign urges: Be alert to the symptoms of cancer is supporting the new Be Clear on Cancer campaign. Launching on 26 January, the campaign will run across England for four weeks with the aim of raising awareness of the signs and symptoms of oesophageal cancer (cancer of the gullet / foodpipe) and stomach cancer. The campaign urges people to tell their doctor if they‟ve had heartburn most days for three weeks or more, or if they have difficulty swallowing food. Around 12,900 people are diagnosed with oesophageal or stomach cancer in England each year and these cancers cause around 10,200 deaths annually. This needn‟t be the case - knowing what to look out for could save lives. For further information about the signs and symptoms of oesophageal and stomach cancers, please visit nhs.uk/ogcancer Long copy – for more in-depth publications including newsletters New national campaign urges: Be alert to the symptoms of cancer is supporting new Be Clear on Cancer campaign. Launching on 26 January, the campaign will run across England for four weeks with the aim of raising awareness of the signs and symptoms of oesophageal cancer (cancer of the gullet / foodpipe) and stomach cancer. The campaign urges people to tell their doctor if they‟ve had heartburn most days for three weeks or more, or if they have difficulty swallowing food. Around 12,900 people are diagnosed with oesophageal or stomach cancer in England each year and these cancers cause around 10,200 deaths annually. This needn‟t be the case - knowing what to look out for could save lives.

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Dr Robin Armstrong, GP Cancer Lead, County Durham, said: “Being aware of possible symptoms of oesophageal and stomach cancers, such as heartburn most days for three weeks or more, is really important. People shouldn‟t learn to live with it - they should tell their doctor.

“It‟s probably nothing serious, but if there is something wrong, then finding it early makes it more treatable.”

For further information about the signs and symptoms of oesophageal and stomach cancers, please visit nhs.uk/ogcancer TV and radio adverts The following adverts will feature across national TV and radio channels:

TV advert: heartburn most days for 3 weeks or more (this can be viewed at nhs.uk/ogcancer)

Radio advert: heartburn most days for 3 weeks or more

Radio advert: food sticking when you swallow

For further information about the TV and radio advertising, please contact the Be Clear on Cancer team at freuds on BeClearOnCancer@freuds.com or call 020 3003 6527/ 020 3003 6415. Print adverts The print adverts below will feature across key national titles.

Other advertising In addition, we are running the “heartburn” advert on GP TV screens and pharmacy bags, and on Youtube and relevant websites.

mailto:BeClearOnCancer@freuds.com

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Campaign materials and campaign support The Be Clear on Cancer oesophago-gastric cancer leaflets, posters and symptom cards can be ordered free of charge from the Health and Social Care Publications Orderline at www.orderline.dh.gov.uk / tel 0300 123 1002 using the following product codes / descriptors. We would ask local teams to help distribute materials to libraries, community settings, local charities, pharmacies, Citizens Advice Bureaux and any other suitable venues. Or if you have links with other organisations such as local sports clubs (football, rugby, bowls) etc please ask them if they will display posters or run the adverts in their programmes or on their TV screens. If you would like further information on how you can help promote the campaign locally or engage local partners, please contact partnerships@phe.gov.uk

2901768 OESOPHAGEAL CANCER A4 HEARTBURN POSTER (MALE GP)

2901769 OESOPHAGEAL CANCER A4 FOOD STICKING POSTER (FEMALE GP)

2901770 OESOPHAGEAL CANCER A3 HEARTBURN POSTER (MALE GP)

2901771 OESOPHAGEAL CANCER A3 FOOD STICKING POSTER (FEMALE GP)

2901445 OESOPHAGEAL CANCER A5 LEAFLET

2901802 OESOPHAGEAL CANCER SYMPTOM CARDS

2901445BEN OESOPHAGEAL CANCER SYMPTOM CARD BENGALI

2901445GUJ OESOPHAGEAL CANCER SYMPTOM CARD GUJARATI

2901445PUN OESOPHAGEAL CANCER SYMPTOM CARD PUNJABI

2901445URD OESOPHAGEAL CANCER SYMPTOM CARD URDU

The mainstream leaflet has been produced in alternative formats, including Braille, audio, large print, BSL and easy read. These can be downloaded at nhs.uk/ogcancer or hard copies can be obtained from enquiries@phe.gov.uk. For more information please contact barry@bdscommunications.co.uk

http://www.orderline.dh.gov.uk/mailto:partnerships@phe.gov.ukmailto:barry@bdscommunications.co.uk

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8. Social media Following the campaign launch, please use your online channels to talk about this campaign and raise awareness of the importance of early diagnosis, and encourage others to do so too. We have included some suggested tweets and Facebook posts about the campaign below to support the following activities:

Campaign launch: general campaign messaging

Roadshows: to encourage footfall at your local roadshow Please start engaging your audience through social media channels on the campaign launch date, Monday 26 January. Twitter: General campaign messaging

Suggested/sample Tweets

A new Be Clear on Cancer campaign is launching to raise awareness of oesophago-gastric cancers. Visit nhs.uk/ogcancer #beclearoncancer

Do you know what oesophageal cancer is? Find out – visit nhs.uk/ogcancer #OGcancer #beclearoncancer

Early diagnosis of oesophageal and stomach cancers can save lives. Visit nhs.uk/ogcancer #OGcancer #beclearoncancer

Heartburn most days for 3 weeks or more? Tell your doctor #OGcancer. Visit nhs.uk/ogcancer #beclearoncancer

Food sticking when you swallow? Tell your doctor #OGcancer. Visit nhs.uk/ogcancer #beclearoncancer

Support the new @BeClearonCancer #OGcancer campaign. Visit nhs.uk/ogcancer

Around 6,900 people in England are diagnosed with oesophageal cancer each year. Early diagnosis can save lives #OGcancer

Around 6,000 people in England are diagnosed with stomach cancer each year. Early diagnosis can save lives #OGcancer

People over 50 years old are more at risk of oesophageal and stomach cancers. Visit nhs.uk/ogcancer for info #OGcancer

Visit your doctor if you‟ve had heartburn most days for 3 weeks or more. #OGcancer nhs.uk/ogcancer #beclearoncancer

For information on the symptoms of oesophageal and stomach cancers visit nhs.uk/OGcancer #OGcancer #beclearoncancer

Help save lives - know the signs of oesophageal and stomach cancers. Visit nhs.uk/ogcancer #OGcancer

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Twitter: Regional campaign messaging

Oesophageal and stomach cancers claimed lives in in 2012. #beclearoncancer - visit nhs.uk/ogcancer people were diagnosed with oesophageal or stomach cancer in in 2012. Know the symptoms: nhs.uk/ogcancer

Twitter: Roadshow stops

Do you know the symptoms of oesophageal & stomach cancers? #beclearoncancer team are visiting today!

The #beclearoncancer team is in today. Got a question about oesophageal or stomach cancer? Come & visit us!

Facebook: General campaign messaging

Post

Public Health England is launching a new national Be Clear on Cancer campaign to raise awareness of the signs and symptoms of oesophageal and stomach cancers. If you have heartburn most days for three weeks or more, or experience the feeling of food sticking when you swallow, tell your doctor. There are around 12,900 new cases of oesophageal and stomach cancer in England each year. These diseases cause around 10,200 deaths annually, but this needn‟t be the case.

Early diagnosis of cancer makes it more treatable, so visit your doctor if you are experiencing any of the symptoms. Visit nhs.uk/ogcancer for further information.

Please support the new Be Clear on Cancer symptom awareness campaign and post this as your status if you know someone with oesophageal or stomach cancer: If you‟ve had heartburn most days for 3 weeks or more, tell your doctor. It could be a sign of oesophageal or stomach cancer. Finding it early makes it more treatable and could save your life. Other symptoms of oesophageal or stomach cancer may include:

• Food feels like it‟s sticking in your throat when you swallow • Indigestion on and off for 3 weeks or more • Losing weight for no obvious reason • Trapped wind and frequent burping • Feeling full very quickly when eating • Feeling bloated after eating • Nausea or vomiting • Pain or discomfort in your upper tummy area

https://twitter.com/search?q=%23beclearoncancerhttps://twitter.com/search?q=%23beclearoncancer

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Find out more about the signs and symptoms of oesophageal and stomach cancers at nhs.uk/ogcancer

If you‟ve had heartburn most days for 3 weeks or more, tell your doctor. It‟s probably nothing serious but could be a sign of cancer. Visit nhs.uk/ogcancer for more information.

You can also support and follow the Be Clear on Cancer oesophageal and stomach cancer campaign on Twitter. Please help increase awareness by re-tweeting messages. Don‟t forget to use the #OGcancer hashtags.

Oesophageal and stomach cancers are more treatable if they are detected early. Finding these cancers early could save your life. Heartburn most days for 3 weeks or more, or the feeling that food is sticking when you swallow could be a sign. See your doctor if you are worried. Visit nhs.uk/ogcancer for more information on the signs and symptoms of oesophageal and stomach cancers.

Facebook: Regional campaign messaging

Post The Public Health England Be Clear on Cancer campaign aims to raise awareness of the signs of oesophageal and stomach cancers to help improve early diagnosis of these diseases across England. Oesophageal and stomach cancers claimed lives in in 2012 but early diagnosis can save lives. Do you know the signs? Be Clear on Cancer, visit nhs.uk/ogcancer for more information

Support the Be Clear on Cancer campaign and make this your status if you know someone affected by cancer: Oesophageal and stomach cancers claimed lives in in 2012 but early diagnosis can save lives. But do you know the signs and symptoms? Join me in supporting the Be Clear on Cancer campaign, nhs.uk/ogcancer for more information

Facebook: Roadshow stops

Post Do you know the symptoms of oesophageal and stomach cancers?

Oesophageal and stomach cancers claim around 10,200 lives in England each year. By raising awareness of the symptoms we can help improve early diagnosis.

The Be Clear on Cancer roadshow will be visiting on ,

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where a friendly team will be on hand to answer any questions you may have about oesophageal and stomach cancers. Whether you have a question about yourself, your family, or a friend, come to say hello and we will help you to be clear on cancer.

Social media advice

Please follow @beclearoncancer and re-tweet messages where relevant

Use the #OGcancer hashtag in tweets where possible and encourage people to use the same – this will help the topic to „trend‟ and appear on more feeds

Engage with people who reply to your tweets/posts with questions or comments to continue momentum

If you are unsure of the answer to a question from someone on Twitter or Facebook, contact the Be Clear on Cancer team at freuds (BeClearonCancer@freuds.com)

Interact with relevant partners and follow their Twitter feeds – eg local media outlets, local cancer support groups and NGOs, local MPs and local authorities in and around your area. Ask them to re-tweet messages and build a relationship with them

As well as encouraging your followers and local organisations/contacts to re-tweet your messages, it is important to ensure you do the same and re-tweet relevant and interesting messages

mailto:BeClearonCancer@freuds.com

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8. Appendix 1

Incidence and mortality figures for oesophageal and stomach cancers combined in 2012

Data provided by Public Health England’s West Midlands Knowledge & Intelligence Team. Incidence data based on National Cancer Registration Service data. Deaths data based on Office for National Statistics data.

Number of oesophago-gastric cancer cases and deaths, by PHE centre, 2012:

Males Females Persons Males Females Persons

AngliaandEssex 703 325 1,028 506 287 793

Avon,GloucestershireandWiltshire 351 179 530 295 143 438

CheshireandMerseyside 510 245 755 393 184 577

CumbriaandLancashire 416 214 630 305 150 455

Devon,CornwallandSomerset 414 221 635 314 167 481

EastMidlands 706 360 1,066 568 268 836

GreaterManchester 454 250 704 351 172 523

Kent,SurreyandSussex 704 347 1,051 584 284 868

London 797 415 1,212 639 324 963

NorthEast 490 269 759 393 189 582

SouthMidlandsandHertfordshire 384 201 585 299 155 454

ThamesValley 267 126 393 215 100 315

Wessex 488 218 706 357 172 529

WestMidlands 1,083 497 1,580 837 434 1,271

YorkshireandtheHumber 936 474 1,410 760 360 1,120

Englandtotal 8,703 4,341 13,044 6,816 3,389 10,205

Total number of oesopho-gastric

cancer cases registered in 2012

Total number of oesopho-gastric

cancer deaths registered in 2012PHECentreTotal number of oesophago-gastric cancer cases registered in 2012

Total number of oesophago-gastric cancer deaths registered in 2012

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Number of oesophago-gastric cancer cases & deaths, by PHE centre and Local Authority, 2012:

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Males Females Persons Males Females Persons

GreaterManchester 454 250 704 351 172 523

Bolton 53 21 74 43 16 59

Bury 31 14 45 19 10 29

Manchester 65 34 99 52 20 72

Oldham 38 24 62 38 16 54

Rochdale 36 16 52 24 17 41

Salford 36 21 57 28 19 47

Stockport 55 32 87 37 25 62

Tameside 50 24 74 44 13 57

Trafford 36 20 56 22 10 32

Wigan 54 44 98 44 26 70

Total number of oesopho-gastric

cancer cases registered in 2012

Total number of oesopho-gastric

cancer deaths registered in 2012PHECentreandLocalAuthorities

Total number of oesophago-gastric cancer

cases registered in 2012

Total number of oesophago-gastric cancer

cases registered in 2012

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