The Campaign

Background
People in the North West suffer some of the worst mortality rates in the country.
Cancer is very common but despite medical advances and considerable success in treating this distressing condition the very term ‘cancer’ strikes fear into most people. In a lifetime each person has a one-in-three chance of developing cancer and a one-in-four chance that cancer will be a significant factor in the cause of their death.
Sadly, in Wigan Borough the early death rate from cancer is higher than the England average. At present, 750 local people die as a result of cancer each year. The lives of some of these people may have been saved if their cancer had been caught earlier.
The ‘cancer chancer’ campaign encourages people to seek medical attention if they suspect they have signs of one of the three major cancers – lung, breast and bowel. It tells people about the signs of cancer that they can easily spot themselves. It motivates them and gives them hope by informing them that their chances of surviving cancer are much better if they seek medical help earlier. The key messages are that:

Campaign Material
The advertising campaign aims to communicate to people the signs they should look out for and what to do (see a doctor) in a very simple, straightforward way.
The campaign is aimed at the over 50’s and a number of tactics are being used to intensely target areas where there are more people over 50 and where we know people tend to delay visiting their GP, even if they have symptoms (socio-economically and socially disadvantaged areas). This audience are traditionally hard to reach and we have a very challenging message.
With help from supporters of the campaign, materials will be distributed across the Borough from week commencing 25th February 2008 for a four-week period. People will see advertising and receive information via door-to-door leafleting, posters sited at the roadside, on large billboards and on local transport. Materials will be distributed throughout the local community in GPs surgeries, pharmacies, shops, launderettes, bingo halls and libraries. We will reach the public in the pub, the street and even in the hairdressers.
During the campaign period a highly distinctive ‘cancer chancer’ bus will visit Pemberton, Douglas, Worsley Mesnes, Atherton, Wigan West and Central, Ince, West Leigh and Bryn. We hope that people with cancer concerns will visit the bus where they can meet a range of health professionals who can offer advice and information.
The local press will also be publicising the campaign; so we trust that the all-important messages will not be missed.

“How effective treatment is can be linked to how early the cancer is, and so if you have any concern that you may be having symptoms similar to those that you may have seen in the campaign, please mention it to your doctor or a member of your primary health care team.”

Results
Early in 2007, the ‘cancer chancer’ campaign was successfully test-run in Atherton (this was funded by the Christie Hospital charity).
The focus then, as it is now, was on early presentation of symptoms associated with the three main causes of cancer deaths.
Some work was undertaken to look at public awareness and initial reaction to the campaign. The results were really positive;

As a result of the success of the pilot, the ‘cancer chancer’ campaign is now being rolled out Borough-wide.
This is an exciting opportunity for us to raise public awareness and begin to evidence the number of people presenting to their GP.
A full evaluation of the campaign will be undertaken and results will be available here later in the year.

Support
Ashton, Leigh and Wigan Primary Care Trust would like to thank its supporters. Without the support of the local council, health care professionals, hospitals and the Christie Hospital we would not be able to develop a campaign of this nature nor manage the anticipated response effectively.
It is clear that everyone who has heard of, or been involved developing, the ‘cancer chancer’ campaign truly believes in its value and ability to save lives.

Peter Rowe, Chief Executive, Ashton Leigh and Wigan Primary Care Trust:
“Finding cancer early saves lives – there is no doubt about it...but many people just don’t know what to look out for or, even if they do, are afraid to go to their doctor. This campaign tackles these two issues.”

“In a straightforward way people can see what symptoms to look out for and why they should go to their doctor. I think the campaign will be a great success and many lives will be saved as a result.”

Dr Ron Stout, Medical Director, Christie Hospital:
“This campaign is really essential in helping to save lives” “The sooner people see their GP with their symptoms the better they will feel knowing that they’ve found the cancer at an early stage when it can be successfully treated. This is very noticeable amongst the patients we see at the Christie.”

Marilyn Simpson - Programme Director for Social Marketing, Ashton, Leigh and Wigan Primary Care Trust
“Almost everyone has heard about people, or they know someone who has had cancer symptoms for a long time before they got help. That’s why this campaign is so important. It makes people aware of symptoms and encourages them to listen to their bodies and seek medical advice. It is really important that people realise that the sooner a disease like cancer is diagnosed, the better their chance of survival.”

Rt. Hon Andy Burnham MP
Labour Member of Parliament for Leigh
“I know from experience the devastation that cancer can cause. This campaign has a simple message – spotting cancer early could save your life and it really can be that simple. So don’t be afraid, see your GP”

Alan Stephenson – Chair, Ashton, Leigh and Wigan Primary Care Trust
“I am delighted that so much effort is going into the early detection of cancer across Wigan Borough. Too many people die each year from cancer and few people realise that lives can be saved just by seeking medical help sooner. The earlier we find cancer, the easier it is to treat. So if in doubt, get yourself checked out!”

Dr Mohan Kumar – Wigan GP
“The more people that know that cancer is not necessarily a death sentence anymore, the better – any new breast lump or swelling should be investigated and your local primary care health team are committed to help you. Symptoms like a bleeding bum or persistent cough, may or may not be cancer related, but isn’t it better to get yourself checked out?”

Joyce Redfearn- Chief Executive, Wigan Metropolitan Borough Council
“The future of Wigan Borough could be even brighter and better if the lives that are currently being lost unnecessarily to cancer could be saved. We should all then get behind the ‘Don’t be a cancer chancer’ campaign and give ourselves a better chance of a brighter future.”

Other supporters of the campaign include;