Be Clear n Cancer Oesphageal and stmach cancers PR Tlkit February 2014 1
Cntent Page Number 1. Executive summary Page 3 2. Campaign verview Page 4 Launch PR Page 4 Radshw Page 4 Activity fr disabled peple Page 4 3. Key messages Page 6 4. Facts & stats Page 7 5. Resurces Page 8 Case studies Page 8 Templates Page 9 Campaign materials Page 10 6. Scial media Page 11 Twitter Page 11 Facebk Page 12 Scial media advice Page 13 7. Appendix 1 Incidence and mrtality data Page 14 2
1. Executive summary Public Health England is pilting an esphageal and stmach cancers symptm awareness campaign in the Nrth East and Nrth Cumbria under the Be Clear n Cancer banner. Run in partnership with the Department f Health and NHS England, the campaign launches n 10 February. It aims t raise public awareness f the pssible symptms f esphageal and stmach cancers, and encurage thse with symptms t visit their GP. The esphagus (mre cmmnly knwn as the gullet r fd pipe) is the lng tube that carries fd frm the thrat t the stmach. The campaign includes tw symptm messages. The key message is: Heartburn mst days fr 3 weeks r mre culd be a sign f cancer - tell yur dctr The secnd message is: Fd sticking when yu swallw culd be a sign f cancer - tell yur dctr This tlkit has been develped primarily t help PHE reginal cmms leads in the area prmte the campaign. It includes advice, infrmatin and templates t help ensure campaign messages are cnsistent acrss all channels, frm lcal media t prmtin by partners. While all campaign materials and cntent in this tlkit are under strict embarg until 00:01 n 10 February 2014, this tlkit can be shared with clleagues in lcal authrities and NHS reginal teams, t enable them t prmte the campaign via their channels t please reinfrce this embarg when sharing any materials Checklist f activity PHE reginal cmms leads, supprted by freuds (PHE s campaigns PR agency), will prmte the launch f this Be Clear n Cancer reginal campaign. Pst Mnday 10 February, there are a number f activities and pprtunities that the reginal team and Be Clear n Cancer supprters can carry ut in supprt f the campaign, including: Use the shrt r lng cpy templates belw t help draft articles abut the campaign fr newsletters, websites r scial media netwrks Feature campaign key messages and facts and stats in any relevant cmmunicatins abut the campaign Plan and c-rdinate yur wn cmmunicatins activity, referring t the resurce sectin f this dcument fr guidance Utilise available scial media netwrks, e.g. Facebk and Twitter, t prvide regular updates and infrmatin n the campaign, t help maintain mmentum Please nte that this campaign is embarged until 00:01 hurs 10 February 2014 Gd luck with yur activities and thank yu in advance fr all yur help. 3
2. Campaign verview Be Clear n Cancer esphageal and stmach cancer symptm awareness campaign The Gvernment s pririties fr cancer as set ut in Imprving Outcmes: A Strategy fr Cancer (January 2011) includes the ambitin t save an additinal 5,000 lives per year by 2014/2015. T supprt this ambitin, ne f the key actins is t raise public awareness f the symptms f cancer and encurage earlier presentatin t primary care. Fllwing a successful lcal pilt in 2012, the Be Clear n Cancer esphageal and stmach cancer campaign is being rlled ut at a reginal level, encuraging peple in the Nrth East and Nrth Cumbria t see their dctr if they ntice pssible symptms, particularly heartburn mst days fr three weeks r mre r fd sticking when yu swallw. Early diagnsis f these cancers makes them mre treatable, s encuraging peple t see their dctr sner culd save their life. The campaign is aimed at men and wmen frm lwer sciecnmic grups ver 50 thse mst at risk f develping esphageal r stmach cancer and their key influencers such as family and friends. Arund 12,600 peple are diagnsed with esphageal r stmach cancer each year in England and arund 12,200 (mre than 95%) are ver 50 1. These diseases cause arund 10,100 deaths in England each year 2. Early diagnsis is crucial arund three quarters (73-88%) f all peple diagnsed with the earliest stage esphageal cancer survive their disease fr at least ne year. This figure is less than a quarter (16-22%) fr thse diagnsed with the mst advanced stage f the disease 3. In 2009 it was estimated that arund 950 lives culd be saved in England each year if ur survival rates fr esphageal and stmach cancers matched the best in Eurpe 4. The campaign will run fr fur weeks, frm 10 February t 9 March, acrss the Nrth East and Nrth Cumbria (the Brders and Nrth East televisin regins). Adverts will appear n TV, radi and in the press. A direct mail letter and leaflet will be sent t arund 100,000 peple in the target audience and there will be events at sprts venues such as ftball grunds. Launch PR Freuds will lead in the develpment f media materials ahead f the launch. PHE reginal cmms leads shuld email the freuds team if they have any queries, n BeClearnCancer@freuds.cm. Activity fr disabled peple Disabled peple make up a prprtin f the target audience f the campaign and are knwn t have wrse health utcmes than the general ppulatin. Fact-finding fund peple with sensry impairments and learning disabilities are mre likely t be excluded frm the mainstream cmmunicatins and have prblems sptting the symptms f cancer. 1 Number f cases f esphageal and stmach cancer (ICD-10: C15 and C16) in England in 2011 (fr age grups, the annual average number f cases between 2009 and 2011 is given). Reference: Data were prvided by the Office fr Natinal Statistics n request, July 2013. Similar data can be fund here: http://www.ns.gv.uk/ns/rel/vsb1/cancer-statistics-registratins--england--series-mb1-/index.html 2 Number f deaths frm esphageal and stmach cancer (ICD-10: C15 and C16) in England in 2011. Reference: Data were prvided by the Office fr Natinal Statistics n request, March 2013. Similar data can be fund here: http://www.ns.gv.uk/ns/publicatins/allreleases.html?definitin=tcm%3a77-27475 3 One year relative survival rates fr patients diagnsed with esphageal cancer (ICD-10: C15) between 2004 and 2008 in the frmer East f England Cancer Netwrk. Reference: 2008 Survival, Recent cancer utcmes in the East f England, Eastern Cancer Registry and Infrmatin Centre (ECRIC), http://ecric.nhs.uk/2008-survival 4 British Jurnal f Cancer (2009) 101, S115 S124. di:10.1038/sj.bjc.6605401. Published nline 3 December 2009. Access via: http://www.nature.cm/bjc/jurnal/v101/n2s/full/6605401a.html 4
Steps have been made t ensure the campaign cmmunicatins are as accessible as pssible and the mainstream leaflet has been prduced in alternative frmats, including Braille, audi, large print, BSL and easy read. These are available nline and as hard cpies. Engagement is als taking place with disability rganisatins t raise awareness f the symptms f cancer amngst these audiences in the Nrth West, cmmunicate bespke messages and raise awareness f the availability f the alternative frmats. Fr mre infrmatin abut the alternative frmats and engagement with disability grups cntact barry@bdscmmunicatins.c.uk r phne 07808 707288. 5
3. Key messages The key campaign messages belw will be cmmunicated and shared thrughut the campaign please refer t this list when drafting any cmmunicatin materials. We ve referred t cancer rather than esphageal and stmach cancer in the TV, radi and print advertising as many peple dn t knw what the esphagus is. If yu d wish t refer t these specific types f cancer, please explain that the esphagus is the lng tube that carries fd frm the thrat t the stmach and is cmmnly knwn as the gullet r fdpipe. Primary message Heartburn mst days fr three weeks r mre culd be a sign f cancer tell yur dctr. The chances are it s nthing serius, but finding it early makes it mre treatable Secndary message Key messages arund symptms Fd sticking when yu swallw culd be a sign f cancer tell yur dctr. It might nt be anything serius, but if there is smething wrng, then finding it early makes it mre treatable See yur dctr if yu ve had heartburn mst days fr three weeks r mre. Even if yu re taking medicine and it seems t help, yu still need t see yur dctr Heartburn mst days fr three weeks r mre culd be a sign f esphageal r stmach cancer Other symptms f esphageal r stmach cancer may include: fd sticking when yu swallw indigestin n and ff fr three weeks r mre lsing weight fr n bvius reasn trapped wind and frequent burping feeling full very quickly when eating feeling blated after eating nausea r vmiting stmach pain Key messages arund raising awareness that early diagnsis imprves survival chances Early diagnsis and treatment fr cancer can save lives Sptting cancer early can make a real difference treatment is mre likely t be successful Key messages arund sanctining the trip t dctr Yu are nt wasting anyne s time by getting yur symptms checked ut if it isn t serius, yur mind will be put at rest But if it is cancer, early detectin makes it easier t treat s seeing yur dctr early culd save yur life 6
Yur dctr is aware f the key signs f cancer. They are ready and waiting t help, and will nt think yu are wasting their time Yur family and friends care abut yu if they suggest yu g t the dctr, yu shuld listen 4. Facts, statistics and further infrmatin Arund 12,600 peple are diagnsed with esphageal r stmach cancer in England each year 1 Oesphageal and stmach cancers affect bth men and wmen but are mre cmmn in men: Every year in England arund 6,900 peple (4,700 men and 2,200 wmen) are diagnsed with esphageal cancer 5 Every year in England arund 5,700 peple (3,700 men and 2,000 wmen) are diagnsed with stmach cancer 6 Arund 95% f peple diagnsed with esphageal and stmach cancer are aged 50 r ver 1 Arund 10,100 peple die frm esphageal r stmach cancer in England each year 7 : Every year in England arund 6,200 peple (4,200 men and 2,000 wmen) die frm esphageal cancer 8 Every year in England arund 3,900 peple (2,450 men and 1,450 wmen) die frm stmach cancer 9 Nt enugh peple are diagnsed early with esphageal and stmach cancers. T help imprve survival rates it is imprtant t raise awareness f the symptms and encurage peple t visit their dctr if they experience any f them 42% f esphageal patients survive fr at least ne year after diagnsis; hwever five year survival is 14% 10 5 Number f cases f esphageal cancer (ICD-10: C15) and stmach cancer (ICD-10: C16) in England in 2011 (fr age grups, the annual average number f cases between 2009 and 2011 is given). Reference: Data were prvided by the Office fr Natinal Statistics n request, July 2013. Similar data can be fund here: http://www.ns.gv.uk/ns/rel/vsb1/cancer-statistics-registratins--england--series-mb1-/index.html 6 Number f cases f stmach cancer (ICD-10: C16) in England in 2011 (fr age grups, the annual average number f cases between 2009 and 2011 is given). Reference: Data were prvided by the Office fr Natinal Statistics n request, July 2013. Similar data can be fund here: http://www.ns.gv.uk/ns/rel/vsb1/cancer-statistics-registratins--england--series-mb1-/index.html 7 Number f deaths frm esphageal and stmach cancers (ICD-10: C15 and C16) in England in 2011. Reference: Data were prvided by the Office fr Natinal Statistics n request, March 2013. Similar data can be fund here: http://www.ns.gv.uk/ns/publicatins/allreleases.html?definitin=tcm%3a77-27475 8 Number f deaths frm esphageal cancer (ICD-10: C15) and stmach cancer (ICD-10: C16) in England in 2011. Reference: Data were prvided by the Office fr Natinal Statistics n request, March 2013. Similar data can be fund here: http://www.ns.gv.uk/ns/publicatins/allreleases.html?definitin=tcm%3a77-27475 9 Number f deaths frm stmach cancer (ICD-10: C16) in England in 2011. Reference: Data were prvided by the Office fr Natinal Statistics n request, March 2013. Similar data can be fund here: http://www.ns.gv.uk/ns/publicatins/all-releases.html?definitin=tcm%3a77-27475 10 Age-standardised net survival rates fr esphageal cancer (ICD-10: C15) patients diagnsed in England 2007-2011. Reference: Office fr Natinal Statistics. Cancer survival rates, Cancer Survival in England: Patients Diagnsed 2007-2011 and Fllwed up t 2012; ONS; 2013. 7
43% f stmach cancer patients survive fr at least ne year after diagnsis; hwever, five year survival is 19% 11 In 2009 it was estimated that arund 950 deaths frm esphageal and stmach cancers culd be avided in England each year if survival rates matched the best in Eurpe 4 This Be Clear n Cancer campaign aims t raise awareness f esphageal and stmach cancer symptms and t encurage peple with any symptms t g and see their GP All f the GPs featured in the Be Clear n Cancer adverts are practising GPs. The call t actin in all the campaigns is t tell yur dctr if yu have any f the given symptms This campaign is the latest in a number f Be Clear n Cancer awareness campaigns. T date there have been three Be Clear n Cancer campaigns at a natinal level bwel cancer, lung cancer and bld in pee (a symptm f bladder and kidney cancers) and we are currently running a natinal campaign n breast cancer aimed at wmen aged ver 70, until mid-march. There has als been a range f campaign pilts at a reginal and lcal level. They have all been aimed at thse mst likely t develp cancer 5. Resurces Case studies If yu are aware f any case studies yu may wish t include them in yur prmtinal activities t help bring the campaign t life. Case studies are an imprtant element t a health campaign as they add the human dimensin needed t help raise awareness f the campaign issues and can help encurage cnversatins abut particular tpics. They als ffer pprtunities fr greater in-depth cverage and discussin abut campaign subjects. While yu might nt cme acrss many/any patients in yur rle, yu may wish t get in tuch with NHS cmms leads in yur regin, r clinical cmmissining grups, t help surce case studies. The ideal case study wuld meet the fllwing criteria: Diagnsed with esphageal r stmach cancer at 50 years f age r ver Visited their dctr after nticing ne f the key pssible symptms - heartburn mst days fr three weeks r mre, r fd sticking when swallwed Received treatment n the NHS, and had a gd experience with their care Has been treated successfully and made a gd recvery Happy t speak t media and have their stry published/bradcast and preferably happy t speak t media t 11 Age-standardised net survival rates fr stmach cancer (ICD-10: C16) patients diagnsed in England 2007-2011. Reference: Office fr Natinal Statistics. Cancer survival rates, Cancer Survival in England: Patients Diagnsed 2007-2011 and Fllwed up t 2012; ONS; 2013. 8
If yu d find any case studies, belw are sme questins and key pieces f infrmatin t ask. If yu need any mre supprt r advice n this, please email the Be Clear n Cancer team at BeClearOnCancer@freuds.cm r call 020 3003 6587/ 020 3003 6319. Name, age and lcatin What were the first symptms and when were they first nticed? When did they g t their dctr? What happened next (screening / tests)? What treatment fllwed the diagnsis? Hw did they feel abut the diagnsis? Hw imprtant is/was it t get an early diagnsis? Hw d they feel after the (successful) peratin/treatment? Did their friends r family play a part in encuraging them t visit their GP? What d they particularly value in their life (nw they have recvered)? D they have children/grandchildren? A head and shulders high reslutin phtgraph If the case studies agree t be interviewed by jurnalists, make sure yu identify which types f media they are happy speaking with (i.e. they may nt want t d radi interviews, but will talk t a reginal print jurnalist). Als, make sure they are aware f the campaign key messages and that they are cmfrtable with them. It is als imprtant t ensure a cnsent frm is signed by all case studies, and any cpy written abut them, that is kept n file, is apprved befre being shared with media. Again, freuds can guide and supprt yu n this area. Templates Please find belw sme examples f cpy that yu culd use when cmmunicating with yur audiences abut the Be Clear n Cancer esphageal and stmach cancer reginal campaign. This cpy can be used acrss a range f channels, fr example, websites, e-bulletins, newsletters, r fr scial media purpses. Simply cut and paste this cpy, add the relevant lcal infrmatin and share. Shrt Cpy fr email, bulletins and websites New pilt campaign urges: Be alert t the symptms f cancer <Insert rganisatin/grup name> is supprting the new Be Clear n Cancer campaign. The campaign will run frm 10 February t 9 March 2014 in the Nrth East and Nrth Cumbria with the aim f raising awareness f pssible symptms f esphageal cancer (cancer f the gullet/fdpipe) and stmach cancer. The campaign urges peple t tell their dctr if they ve had heartburn mst days fr three weeks r mre, r if fd is sticking when they swallw. Arund 12,600 peple are diagnsed with esphageal r stmach cancer in England each year and these cancers cause arund 10,100 deaths annually. This needn t be the case - knwing what t lk ut fr culd save lives. Fr further infrmatin abut the signs and symptms f esphageal and stmach cancers, please visit nhs.uk/gcancer 9
Lng cpy fr mre in-depth publicatins including newsletters New pilt campaign urges: Be alert t the symptms f cancer <Insert rganisatin/grup name> is supprting new Be Clear n Cancer campaign. The campaign will run frm 10 February t 9 March 2014 in the Nrth East and Nrth Cumbria with the aim f raising awareness f pssible symptms f esphageal cancer (cancer f the gullet/fdpipe) and stmach cancer. The campaign urges peple t tell their dctr if they ve had heartburn mst days fr three weeks r mre, r if fd is sticking when they swallw. Other symptms f esphageal r stmach cancer may include: lsing weight fr n bvius reasn trapped wind and frequent burping feeling full very quickly when eating feeling blated after eating nausea r vmiting stmach pain Arund 12,600 peple are diagnsed with esphageal r stmach cancer in England each year and these cancers cause arund 10,100 deaths annually. This needn t be the case - knwing what t lk ut fr culd save lives. Fr further infrmatin abut the signs and symptms f esphageal and stmach cancers, please visit nhs.uk/gancer Campaign Materials Leaflets and psters are available t rder and we wuld ask lcal teams t help distribute t libraries, cmmunity settings, lcal charities, pharmacies, Citizens Advice Bureaux and any ther suitable venues. These can be rdered free f charge frm www.rderline.dh.gv.uk r telephne: 0300 123 1002 using the fllwing prduct cdes: 2901445 OESOPHAGEAL CANCER LEAFLET A5 2901768 OESOPHAGEAL CANCER A4 POSTER MALE GP 2901769 OESOPHAGEAL CANCER A4 POSTER FEMALE GP 2901770 OESOPHAGEAL CANCER A3 POSTER MALE GP 2901771 OESOPHAGEAL CANCER A3 POSTER FEMALE GP 10
6. Scial media Frm Mnday 10 February, fllwing the campaign launch, please use yur nline channels t talk abut the campaign and raise awareness f the imprtance f early diagnsis f cancer. We have included sme suggested tweets and Facebk psts abut the campaign belw t supprt the campaign: Twitter Suggested/sample Tweets A new Be Clear n Cancer campaign is being pilted in the N East & N Cumbria. Fr mre inf visit nhs.uk/gcancer #beclearncancer D yu knw what esphageal cancer is? Find ut visit nhs.uk/gcancer #OGcancer #beclearncancer Early diagnsis f esphageal and stmach cancers can save lives. Visit nhs.uk/gcancer #OGcancer #beclearncancer Heartburn mst days fr 3 weeks r mre? Tell yur dctr #OGcancer. Visit nhs.uk/gcancer #beclearncancer Supprt the new @PHE_uk campaign in N East & N Cumbria #beclearncancer #OGcancer. Visit nhs.uk/gcancer Arund 6,900 peple in England are diagnsed with esphageal cancer each year. Early diagnsis can save lives #OGcancer Arund 5,700 peple in England are diagnsed with stmach cancer each year. Early diagnsis can save lives #OGcancer Peple ver 50 years ld are mre at risk f esphageal and stmach cancers. Visit nhs.uk/gcancer fr inf #OGcancer Visit yur dctr if yu ve had heartburn mst days fr 3 weeks r mre. #OGcancer nhs.uk/gcancer #beclearncancer Fr infrmatin n the signs f esphageal and stmach cancers visit nhs.uk/ogcancer #OGcancer #beclearncancer Help save lives in the N East & N Cumbria - knw the signs f esphageal and stmach cancers. Visit nhs.uk/gcancer #OGcancer 11
Facebk Pst Public Health England is pilting a Be Clear n Cancer campaign in the Nrth East and Nrth Cumbria t raise awareness f pssible signs and symptms f esphageal and stmach cancers - particularly persistent heartburn. If yu have heartburn mst days fr three weeks r mre, tell yur dctr. There are arund 12,600 new cases f esphageal and stmach cancer in England each year. These diseases cause arund 10,100 deaths annually, but this needn t be the case. Early diagnsis f cancer makes it mre treatable, s visit yur dctr if yu are experiencing any f the symptms. Visit nhs.uk/gcancer fr further infrmatin. Please supprt the new Be Clear n Cancer symptm awareness campaign and pst this as yur status if yu knw smene with esphageal r stmach cancer: If yu ve had heartburn mst days fr 3 weeks r mre, tell yur dctr. It culd be a sign f esphageal r stmach cancer. Finding it early makes it mre treatable and culd save yur life. Other pssible symptms f these types f cancer include: Indigestin n and ff fr 3 weeks r mre Fd feels like it s sticking in yur thrat when yu swallw Lsing weight fr n bvius reasn Trapped wind and frequent burping Feeling full very quickly when eating Feeling blated after eating Nausea r vmiting Stmach pain Find ut mre abut the signs and symptms f esphageal and stmach cancers at nhs.uk/gcancer If yu ve had heartburn mst days fr 3 weeks r mre, tell yur dctr. It s prbably nthing serius but culd be a sign f smething else that needs treatment. See yur dctr t be n the safe side. Visit nhs.uk/gcancer fr mre infrmatin. Yu can als supprt and fllw the Be Clear n Cancer, esphageal and stmach cancers campaign in the Nrth East and Nrth Cumbria n Twitter. Please help increase awareness by re-tweeting messages. Dn t frget t use the #OGcancer hashtags. If esphageal r stmach cancer is detected early, it is mre treatable. Finding it early culd save yur life. Heartburn mst days fr 3 weeks r mre culd be a sign. See yur dctr if yu are wrried. Visit nhs.uk/gcancer fr mre infrmatin n the signs and symptms f esphageal and stmach cancers. 12
Scial media advice Please fllw @beclearncancer and re-tweet messages where relevant Use the #OGcancer hashtag in tweets where pssible and encurage peple t use the same this will help the tpic t trend and appear n mre feeds Engage with peple wh reply t yur tweets/psts with questins r cmments t cntinue mmentum. If yu are unsure f the answer t a questin frm smene n Twitter r Facebk, cntact the Be Clear n Cancer team at freuds (BeClearnCancer@freuds.cm) Interact with relevant partners and fllw their Twitter feeds eg lcal media utlets, lcal cancer supprt grups and NGOs, lcal MPs and lcal authrities in and arund yur area. Ask them t re-tweet messages and build a relatinship with them As well as encuraging yur fllwers and lcal rganisatins/cntacts t re-tweet yur messages, it s imprtant t ensure yu d the same and re-tweet relevant and interesting messages 13
7. Appendix 1: Reginal esphageal and stmach cancer data Data prvided by Public Health England, West Midlands Knwledge & Intelligence Team, extracted frm the Cancer Analysis System, December 2013 The fllwing tables shw a) the number f esphageal cancer cases and deaths registered in 2011 and b) the number f stmach cancer cases and deaths registered in 2011 Oesphageal cancer: Cases registered Deaths registered Gegraphy name Males Females Persns Males Females Persns Nrth East 243 100 343 209 98 307 Gateshead 20 7 27 26 6 32 Newcastle upn Tyne 20 11 31 18 6 24 Nrth Tyneside 11 4 15 14 5 19 Suth Tyneside 11 2 13 10 5 15 Sunderland 23 12 35 21 6 27 Hartlepl 11 1 12 12 3 15 Middlesbrugh 13 10 23 9 8 17 Redcar and Cleveland 17 10 27 14 6 20 Stcktn-n-Tees 22 5 27 19 9 28 Darlingtn 10 6 16 8 8 16 Cunty Durham 57 15 72 36 19 55 Nrthumberland 28 17 45 22 17 39 Cumbria 57 26 83 50 23 73 Stmach cancer: Cases registered Deaths registered Gegraphy name Males Females Persns Males Females Persns Nrth East 272 132 404 189 104 293 Gateshead 24 11 35 22 6 28 Newcastle upn Tyne 28 20 48 20 10 30 Nrth Tyneside 24 11 35 11 5 16 Suth Tyneside 17 5 22 8 4 12 Sunderland 25 15 40 23 14 37 Hartlepl 7 5 12 6 5 11 Middlesbrugh 7 7 14 12 4 16 Redcar and Cleveland 14 6 20 11 7 18 Stcktn-n-Tees 22 10 32 5 8 13 Darlingtn 11 4 15 8 4 12 Cunty Durham 64 25 89 41 27 68 Nrthumberland 29 13 42 22 10 32 Cumbria 42 30 72 31 21 52 The tables abve prvide data fr Nrth East PHE Centre and Cumbria: The Be Clear n Cancer esphageal and stmach cancers campaign is based n the Nrth East and Brders TV areas and s cvers the Nrth East and Nrth Cumbria. 14
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