NHS Wales launches ‘Be Clear on Cancer’ campaign

NHS Wales has introduced a ‘Be Clear on Cancer’ scheme to promote earlier diagnosis and treatment of cancer.

The campaign will target people over the age of 50, via TV, radio, print and online advertising, and will urge the public to inform their doctor if they notice symptoms such as increased breathlessness.

Currently, lung cancer is one of the most common cancers in Wales, with an increased risk for people who smoke and are aged over 50. The campaign encourages people to spot signs quickly, with an early diagnosis which can increase a patient’s success rate.

However, a number of GP leaders have warned that a new breathlessness campaign, which encourages patients to see their GP if they get out of breath easily, could result in undue pressure on GPs.

The campaign, which is due to launch on Thursday 14 July, will last for four months and is aimed at raising public awareness of the potential serious underlying causes of breathlessness.

Dr Maureen Baker, chair of the RCGP, argued: “We need to be mindful that carrying out tests on patients who don’t really need them could potentially cause them harm.

“We also have concerns, whilst general practice is under such intense resource pressures, about our ability to cope with the increase in workload that such an awareness campaign might bring without providing the adequate support.”

PHE assured: “Qualitative research carried out with GPs in the regional pilot area following the campaign reported that while they while they were unsure if they had seen an increase in presentations for breathlessness, when retrospectively looking at the campaign materials they could recall patients using the same language.”