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Be Clear on Cancer awareness event - London 10 September 2013
 

Be Clear on Cancer awareness event - London 10 September 2013

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A series of Be Clear on Cancer awareness events were held prior to the campaign launch in Autumn 2013. These slides are from the London event on 10 September 2012 ...

A series of Be Clear on Cancer awareness events were held prior to the campaign launch in Autumn 2013. These slides are from the London event on 10 September 2012
The events included:
An update on the 'Blood in Pee' campaign Oct-Nov 2013
Sharing experiences from BCOC pilots
A review of the impact of the BCOC campaigns
Latest plans for BCOC February 20145 campaigns
An opportunity for delegates to feedback on experience of campaigns and make suggestions for improvement
Events were aimed at SCNs - Programme leads, Clinicians, Public Health, National NAEDI Partners - DH, Public Health England, NHS England and Charities

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  • This visualises the approach Jane has just outlinedWe began testing the be clear on cancer campaigns in 2011 and have worked through the most common cancers that have the potential to save most lives.To date we have run Bowel and Lung nationally and Blood in Pee will be our 3rd national campaign.Jane mentioned our approach to start local scale up to regional then national and I’ll explain this a little more to help set the context for the evaluation which Laura from Cancer Research is going to present.At each stage we evaluate . Before we launch, the symptom, messages and materials we carry out qualativereserach both the public, GPs and other health care professionals.The campaign is then tested in a small area with low level media – local press and radio for example.Once we understand how the messages are working and the impact on primary care we then upscale to a regional campaign and include heavier weight media including Events and TV before rolling out on a national level.
  • Why K& B cancer? Bladder cancer is the 7th most common cancer in England.Kidney cancer 8th most common with over 16,000 people diagnosed each year and responsible for 7,500 deaths.Why focus on blood as the key symptom Visible blood in urine is the most common sign of both kidney and bladder cancers occurring in over 80% of bladder cancers and more than half of kidney cancers. Who are we targeting? As we know risk increases with age – Bladder cancer is more common in the over 50s. Over three quarters of cases of kidney cancer are in the over 60s.Smoking is a major risk factor as is obesity.Twice as many men die from kidney bladderWhite population has a higher risk of bladder cancer than Asian or black populationCancer research UK has produced some useful bulletins contained in your delegates pack
  • It’s easy to dismiss blood in pee, particularly if the next time you go the toilet and there is no sign of bloodIt easy to write it off as something and nothing and feel reassured .So our task was to get people to take action straightaway and to go and see their GPMen and women behave very different when they spot blood in the urine – men keep it to themselves whilst women make excuse – may it is an infection? So we have developed two different versions of the TV
  • Again we are using real doctors both as advocates for this campaign and to lend a stamp of authorityThe campaign remains reassuring and consistently reminds that chances are nothing serious but finding it early makes it more treatable.GPs welcome these campaigns and are supportive, it hasn’t created a raft of worried wellSeen as informative
  • DM we tested a number of option – should it be personally addressed, what branding should it carry, who should the letter come from. WE got a very clear steer – NHS branding was seen as a reassurance and appropiate
  • We are expecting to reach 90% our target audience of C2DE with this media mix.PR will feature case studies to bring home the survivor message and provide reassuranceLocally we don’t want teams to duplicate the national picture. The main opportunities are to create local stories using local spokespeople, reach out to groups that national media cannot reach. Posters are available for you to order and display in offices and building. There are a range of assets on line for you to adapt – and the last campaign for example Basildon and Barking put the campaign messages on their dustcarts. Target the local employers in your area. These are all things we cannot do at a national level.
  • For all strands of Be Clear on Cancer activity there is a strong evaluation process in place. With key questions being asked along the patient pathway.It is only by working with a large number of data owners (such as Trent Cancer Registry, national screening programme team, local data providers, new data sources such as the data imaging database) and people who committed to driving forward the evidence for early diagnosis that CR-UK has been able to get this framework in place and start to gather the key information. All the partners, working with NCIN (now hosted by PHE) will continue this robust evaluation process.
  • Local - The percentage increase was statistically significantly higher in the intervention area than in the control area Regional – Latest results received 28th July 2013 (Source- Official Cancer Waiting Times statistics)
  • Changes in hospitals in the area appear to be due to reporting inconsistencies rather than real trends Further data available via HES (Hospital Episode Statistics) but only cover period up until end of March so do not include any impact after the end of the campaign This shows the total number of cystoscopy tests falling by 1.8% in Jan-Mar 2013 compared with Jan-Mar 2012, but rising by 1.5% after adjusting for fewer working days in 2013.
  • David Halsall slides – 62 day wait immediately after campaign looking at ‘treatment for urological cancers’ may not give full representation of campaign impact
  • Did you know about the campaign before it started 70.5% knew about it16.2 % knew something about it13.3% yes I knew about it
  • Learning and recommendations: Most people felt well informed in time, before the campaign started and the majority got information via Network channels including email and education sessions.  Some organisations clearly use internal briefings successfully and the Network could consult further to support organisations to enhance this process.
  • number of patients coming to see them with signs of bladder or kidney cancer More than usual 25%Same as usual 55%Less than usual 1Couldn’t say
  • Sixty four people responded, again with a mix of comments. Responses included suggested improvements such as ‘used campaign when training junior doctors’ or positive comments that the media and materials were well received and effective ‘brilliant campaign’.  Many simply said they had nothing to add. Some took the opportunity to reiterate there had been little or no response / increase as a result of the campaign. Other comments ranged from funding issues/spend, a concern that campaigns ‘scare-monger’ to suggestions to discourage inappropriate presentations.
  • All organisations receiving urgent referrals for investigation of haematuria noted an increase in workload. Interestingly, this related to both visible haematuria which would reflect patient awareness, and non-visible haematuria which suggests raised awareness amongst healthcare professionals. Additional diagnostic clinics were required to keep up with demand and a significant challenge was to treat new diagnoses in a timely manner, as inpatient bed capacity pressures were also prevalent during this period in our areaIt is still early days on evaluation data and we look forward to seeing if the extra referrals translated in to new cancers diagnosed.’
  • For urological referrals, January data shows a similar increase to that seen in the previous year, with larger increases in subsequent months. Activity peaks in March – towards the end of the campaign showing an increase of 25% over 2012; and almost 43% above March 2011 levels. Increases of over 30% are observed in both February and April when compared to 2012 – before spiking again in May although the percentage increase is lower at just under 20%. Overall numbers of referrals in 2013 are over 47% above 2011 levels.
  • shows activity on a weekly basis for the 2011, 2012 and 2013. For urological referrals this chart shows the variable nature of this cohort – which follow roughly the same pattern of peaks and troughs in 2012 as in 2011. For the weeks covering the campaign the gap between the years increases considerably from the end of January to the end of March with further spikes in April and May before falling back in line with the previous year at the end of May.
  • A national campaign and two regional pilots will run consecutivelyDecisions about which campaigns were based on evaluation of regional and local pilots
  • Different to other national campaigns as this focuses primarily on raising awareness of higher risk among older women rather than a key symptomAs they are not automatically invited for screening many think there risk of breast cancer is reduced over 70Secondary message – you should see your doctor straight away if you notice any changes in your breastsTargeting smaller group than other national campaigns – direct mail and daytime TV will be used to reach this audience at lower cost
  • Local oesophagogastric pilot results (April-July 2012)+20% increase in oesophageal cancers diagnosed following a 2 week wait referral for suspected upper GI cancer in the pilot area  Unlike most BCOC campaigns there is more than one key symptomThe group of experts who advise on this campaign will be consulted to decide how we balance promotion of these symptoms – it is likely there will only be one TV ad
  • Local ovarian pilot results (Jan to March 2013)Confidence in knowledge of symptoms of ovarian cancer increased significantly in the Anglia/Essex pilot area after the campaign, up from 20% to 31% saying “very/fairly confident.” Overall, this small scale campaign performed well, achieving cut through and delivering a new message to women aged over 55 without the support of TV advertising