New campaign launched to combat the fear of cancer

Amanda Pritchard has announced a new campaign taking a radically different approach to detecting cancer early for patients, when it is easier to treat.

The NHS Long Term Plan committed to increasing the number of cancers detected at an early stage one or two from half to three quarters by 2028.

Running across TV, radio, and social media, the NHS England chief executive said that the campaign is the first to focus on tackling the fear of cancer rather than specific symptoms. The key message is that if you think something is wrong it is always better to get checked out to put your mind at rest, or to get treatment that maximises your chances of a good outcome.

Latest figures show that the number of people getting checked for cancer increased by over half a million (512,110) in one year between December 2020 and December 2021. Nearly six in 10 people say that a cancer diagnosis is their biggest health fear.

Pritchard said that people should continue to come forward for these vital checks, adding that it was important for people to try to set their mind at ease if they have worrying symptoms by getting checked without delay.

Pritchard said: “We know that the prospect of a cancer diagnosis can be daunting for people and that is exactly why we are launching this potentially lifesaving campaign – we want to allay people’s fear about cancer and encourage them to get checked without delay.

“We know that many people don’t want to burden or bother anyone with their health concerns, but we would always prefer to see you sooner with a cancer that is easier to treat, than later with one that isn’t.

“NHS staff have pulled out all the stops to ensure cancer was prioritised throughout the pandemic with over half a million people starting treatment over the last two years and record numbers of people now being referred for checks and tests. So, the NHS is here for you – don’t let cancer play on your mind – get checked without delay.”

Dame Cally Palmer, NHS cancer director, said: “Despite cancer remaining a priority during the pandemic, with referrals at record levels for more than 10 months and more than half a million people starting treatment in the last two years, we have seen fewer people than expected come forward for lifesaving checks which is why were are launching this campaign – the first of its kind – that looks to tackle people’s worries head on and support earlier diagnosis.”