Be Clear on Cancer National reminder lung cancer campaign. PR toolkit. June /28

Transcription

1 Be Clear on Cancer National reminder lung cancer campaign PR toolkit June /28

2 Content Page Number 1. Executive summary Page 3 2. Campaign overview Page 4 3. Key messages Page 6 4. Further lung cancer information Page 8 5. Resources Page 9 Case studies Page 9 Facts & statistics Page 10 Templates Page Social media Page 14 Twitter Page 14 Facebook Page 16 Social media advice Page Campaign checklist Page Appendix 1 Face-to-face event schedule Page 20 Team A locations Page 20 Team B locations Page Appendix 2 Regional lung cancer data Page 22 North East lung cancer data Page 23 North West lung cancer data Page 23 Yorkshire & Humber lung cancer data Page 24 East Midlands lung cancer data Page 24 West Midlands lung cancer data Page 25 East of England lung cancer data Page 25 London lung cancer data Page 26 South East lung cancer data Page 27 South Central lung cancer data Page 27 South West lung cancer data Page 28 2/28

3 1. Executive Summary Lung cancer is England s biggest cancer killer. It is the most common cause of death from cancer for both men and women, and around 28,000 people die from lung cancer every year in England. However, early detection of the disease makes it more treatable, so encouraging people to recognise the signs and symptoms, such as a persistent cough, and to see their doctor sooner rather than later could save lives. For example, if survival rates for lung cancer in England matched the best in Europe, it is estimated that an additional 1,300 lives could be saved each year. The Be Clear on Cancer lung cancer campaign first ran nationally in May June 2012, and results to date have been positive. Awareness of a cough/hoarseness as a symptom of lung cancer rose from 41% to 50% and urgent referrals for suspected lung cancer increased by around 30% in the campaign months, compared with the same period in the previous year. Public Health England (PHE), in partnership with the Department of Health and NHS England, will re-launch the campaign from 2 nd July to mid August. By running the campaign again, the aim is to continue increasing awareness of the key symptoms of lung cancer and encourage those with symptoms to visit their doctor sooner. As before, the campaign is targeted at men and women aged over 50 the age group most likely to be diagnosed with lung cancer and particularly those from lower socio-economic groups, who are often more reluctant to visit their GP. Again, the message and call to action are simple and clear- Been coughing for three weeks or more? Tell your doctor. This toolkit has been developed to provide information and resources to NHS, local authority, charity and partner teams who may wish to get involved in promoting the campaign in their local areas. It contains communications advice, facts and statistics about lung cancer and the previous campaign, as well as key messages and templates for you to use and share with your stakeholders, partners and local media. It also includes a campaign timeline to help you when it comes to planning your communication activities. Timeline: 2 July- Campaign launches nationally, with all media activity (national, regional and local) being led by Public Health England and freud (PHE s PR agency) 2 July onwards - Social media activity starts being pushed out (see section 6) 8 July onwards - Local press outreach (see section 5 for resources) 8 27 July - Regional face-to-face events (see section 2) Note: to avoid confusion and duplication, Public Health England is asking that you contact local news-desks and media contacts from Monday 8 July, if you wish to do so. This allows the main national, regional and local campaign launch to take place and for there to be some clear space in between. But please do carry out any social media activity from 2 July onwards. If you have any queries about planned PR activity, please contact the Be Clear on Cancer team at freud on BeClearOnCancer@freud.com or call / Good luck with your activities and thank you in advance for all your help. 3/28

4 2. Campaign Overview: Be Clear on Cancer, Lung Cancer The Government s priorities for cancer, as set out in Improving Outcomes: A Strategy for Cancer (January 2011), include the ambition to save an additional 5,000 lives per year by 2014/2015. To support this, Public Health England, working in partnership with the Department of Health and NHS England, is launching a national reminder lung cancer symptom awareness campaign under the Be Clear on Cancer banner. In May 2012, the Department of Health launched the first national Be Clear on Cancer lung cancer campaign, focusing on one of the key symptoms of lung cancer a persistent cough for three weeks or more. This followed a regional pilot that ran across the East and West Midlands for five weeks in October November Emerging evidence from last year s national campaign is positive, for example: A statistically significant increase in spontaneous awareness of a cough/hoarseness as a potential symptom of lung cancer (41% up to 50%) An increase of approximately 30% in urgent referrals for suspected lung cancer in the campaign months, compared with the same period in the previous year Evaluation of the first national campaign will include analysis of the number of cancers diagnosed and stage of diagnosis when this data is available. Meanwhile, findings from the regional lung pilot are encouraging. For example, during the regional pilot, trusts within the campaign area saw a 14% increase in lung cancer cases diagnosed compared with a year earlier, whereas there was only a 4.7% increase in trusts outside the pilot area. These trusts also saw a statistically significant increase in small cell lung cancers staged as limited and positive trends towards earlier stage of diagnosis of non-small cell lung cancers, neither of which were seen in control areas. While this year s campaign will use learnings from previous phases and build on successes to date, key elements remain the same. These include the creative (advertisements, leaflets, posters); the target audience (those over the age of 50 from lower socio-economic groups); and the call to action (encouraging those with a cough for three weeks or more to visit their doctor). As previously, there will also be activity targeted at South Asian and black groups. Across all South Asian and black groups there is a low awareness of the signs and symptoms of lung cancer and a belief that early detection is not important, as cancer is generally not survivable. There are also cultural, religious and language barriers preventing ethnic minority groups from presenting early to their GPs. Campaign leaflets and posters are available free of charge from Other materials are available to download from the NAEDI website at: Launch PR Public Health England and freud will work together to target all key national, regional and trade titles and broadcasters ahead of and around the launch on Tuesday 2 July. The story will be based on new data highlighting the public s lack of knowledge and awareness about lung cancer. This will help reinforce the campaign s messages and open up discussion around early diagnosis. The launch press release will be available from the 2 nd July via Public Health England s website: For further information about planned PR activity, please contact the Be Clear on Cancer team at freud on BeClearOnCancer@freud.com or call / /28

5 Roadshows From 8 th July face-to-face events will be taking place in a number of shopping centres Freud will be leading media engagement around these events including: Pre event press materials will be issued to flag upcoming events to relevant media titles in the hope of driving footfall and securing coverage. These materials will be regionalised as much as possible, including incidence and mortality statistics and a quote from a local spokesperson, if available. Local case studies will also be helpful at this stage to bring the issue to life. Please see section 5 for more information on case study liaison. During event media will be encouraged to go along to the events, speak to passers by and take pictures of the stand etc. Event staff will be briefed for media interviews beforehand and know to liaise with freud if photographers or broadcasters turn up to events. Post event - events company BEcause, who manage the roadshows, will be able to provide engagement figures from each of the events so freud will look to report this back to media where there are impressive figures to share. To note, freud will not promote all the events, to avoid media and audience saturation on the back of other regional Be Clear on Cancer campaigns running in certain regions. See Appendix 1 for a full overview of roadshow locations, dates and details of those events that will and will not be promoted. Ethnic Minority Activity There will be targeted TV, radio and press advertising (in the appropriate languages) in key national and regional black and South Asian media from 2 July. The Asian creative materials (TV press ad/poster and leaflet) can be accessed at As part of the PR activity, healthcare professionals and lung cancer survivors from ethnic minorities, where possible, have been recruited to participate in media interviews to address the cultural, religious and language barriers preventing early presentation to GPs. For more information about planned ethnic minority activity, please contact the Be Clear on Cancer team at freud on BeClearOnCancer@freud.com. 5/28

6 3. Key Messages The key messages below will be communicated throughout the campaign to help explain why visiting your doctor with any lung cancer symptoms is essential. Early detection of lung cancer makes it more treatable, so encouraging people to see their doctor sooner rather than later can save lives. Details on key messages for the lung cancer campaign are laid out below Primary Message Secondary Message If you have a cough which lasts for three weeks or more, you should see your doctor Finding lung cancer early makes it more treatable Key messages around other lung cancer symptoms Key messages around raising awareness of symptoms Key messages around raising awareness that early diagnosis improves survival chances Key messages around sanctioning the trip to doctor Symptoms of lung cancer include: A cough that has lasted for three weeks or more Repeated chest infections Coughing up blood Breathlessness Feeling more tired than usual for no obvious reason Losing weight for no obvious reason An ache or pain in your chest or shoulder that has lasted some time You need to see a doctor straight away if you have been coughing for three weeks or more. Other symptoms include coughing up blood, experiencing breathlessness or repeated chest infections It s probably nothing serious, but you need to get it checked out Knowing the symptoms of lung cancer and going to see the doctor early could save your life Early diagnosis and treatment of lung cancer can save lives Spotting lung cancer early can make a real difference treatment for lung cancer is more likely to be successful if the disease is diagnosed at an earlier stage If you notice any of these symptoms, tell your doctor right away Detecting lung cancer early makes it easier to treat, so seeing your doctor quickly may save your life It s probably nothing serious but it could also be a sign of something else that needs treatment, so don t ignore the symptoms or put off a trip to the doctor And if you know anyone who has any of these symptoms, insist they see their doctor. Again, it s probably nothing serious, but they should get it checked out Your doctor wants to see you 6/28

7 Key messages around family support listen to them, they care Key messages for ethnic minority audiences (also suitable for other audiences) If you know someone with a persistent cough, encourage and support them to go to their doctor People care about you if they suggest you go to the doctor, you should listen If you have a cough for more than three weeks, talk to your doctor about it A cough that lasts for three weeks or more might not be as a result of the change in weather, so get it checked by your doctor You need to see a doctor straight away if you have been coughing for three weeks or more. Other symptoms include coughing up blood, experiencing breathlessness or repeated chest infections Early diagnosis and treatment of lung cancer saves lives Detecting lung cancer early makes it easier to treat If you are concerned that your parent or family member has been showing the symptoms of lung cancer, encourage them to visit their doctor Your doctor will take your concerns seriously and will help you. If your doctor is concerned, they may send you for a chest X-ray. Taking an X-ray is quick and simple and nothing to worry about 7/28

8 4. Further Lung Cancer Information What you can expect from a visit to your doctor Some people may be reluctant to go and see their doctor with a persistent cough, or any of the other symptoms given on page 6, so it s good to be clear about the process they will undergo to prepare them for the possible journey ahead: 1. Your doctor will examine you. Remember to make a list of your symptoms, so you don t forget any. 2. Your doctor may arrange for you to go for a chest X-ray. 3. Your doctor will discuss the results with you. 4. Depending on your chest X-ray results, your doctor may make an appointment for you to see a specialist within two weeks. 5. If you are diagnosed with lung cancer you will be referred on to a lung cancer team, who will tell you what type of treatment will be best for you. 8/28

9 5. Resources Case studies If you are aware of case studies, you may wish to include them in your promotional activities (this may be more relevant to NHS colleagues than local authorities). A case study is somebody who has been personally affected by the issue at hand. In health terms this will usually mean somebody who has had the disease concerned or has/had a loved one affected by it. Case studies are an important element to a health campaign as they add the human dimension needed to help raise awareness of the campaign issues and can help encourage conversations about particular topics. They also offer opportunities for greater in-depth coverage and discussion about campaign subjects. freud communications will be placing case studies in the media to support the campaign. If you know case studies who you think will be interested in supporting the campaign, approach those whose story most closely fits with the messaging. Someone who was diagnosed over the age of 50, who went to their doctor with a persistent cough, and who has gone on to make a good recovery would be ideal. Below are some questions and key pieces of information to get from your case study. If you need any more support or advice, please the Be Clear on Cancer team at BeClearOnCancer@freud.com or call / Name, age and location What were the first symptoms and when were they first noticed? When did they go to their doctor? What happened next (chest X-ray, other tests)? What treatment followed the diagnosis? How did they feel about the diagnosis? How important is/was it to get an early diagnosis? How do they feel after the (successful) operation/treatment? What do they particularly value in their life (now they have recovered)? A head and shoulder high resolution photograph Approach case studies sensitively and do explain what their role will involve and check that they are comfortable speaking with the media. If the case studies agree to be interviewed by journalists, make sure you identify which types of media they are happy speaking with (i.e. they may not want to do radio interviews, but will talk to a local print journalist). Make sure they are aware of the campaign key messages and that they are comfortable with them. It is also important to ensure a consent form is signed by all case studies, and any copy written about them, that is kept on file, is approved before being shared with media. Again, freud can guide and support you in this area. 9/28

10 Facts and statistics Below are some key statistics that you may wish to use during the campaign: Lung cancer is one of the most common cancers in England, with around 34,000 people diagnosed every year. Around 32,800 of these are aged 50 and over 1 In England, around 28,100 people die from lung cancer every year. 1 Although it is more common in smokers, around one in eight people with lung cancer has never smoked. 2,3 There are other factors that increase the risk of developing lung cancer. For example, exposure to chemicals found in the workplace or environment, such as: asbestos, radon and diesel exhaust fumes. 4 Lung cancer is more common in older age, with 97% of people diagnosed in England aged over the age of 50 1 Lung cancer incidence (new cases diagnosed) in England in 2010 (deaths in 2010 in brackets) 5 o Men: 18,738 (15,728) o Women: 15,041 (12,312) o Total: 33,779 (28,040) It has been estimated that if survival rates for lung cancer in England matched the best in Europe, an additional 1,300 lives could be saved each year. 6 In England, around 28% of male and 30% of female lung cancer patients are alive one year after diagnosis, falling to 7% and 9% respectively at five years after diagnosis. 7 In general, public awareness of the early signs and symptoms of lung cancer is low. Only 18 per cent of people mention a cough as a potential symptom of cancer, 8 Yet it is the most common sign of lung cancer. Research has shown that people often expect the signs and symptoms of cancer to be obvious and painful and so they frequently discount the early signs (such as a persistent cough) that could lead to an earlier diagnosis. 9 Lung cancer has one of the lowest survival rates of any cancer because over two-thirds of patients are diagnosed at a late stage when treatment that could cure is not possible. More lives could be saved if people were diagnosed at an earlier stage Source: These incidence and mortality data were compiled by the Statistical Information Team at Cancer Research UK using data from the Office for National Statistics and the regional cancer registries in Wales, Scotland and Northern Ireland using the latest data for Source: NHS Choices ( 3. Source: Parkin DM. 2. Tobacco-attributable cancer burden in the UK in Br J Cancer 2011;105(S2):S6-S Source: The Roy Castle Lung Cancer foundation 5. Source: Data provided by Public Health England, West Midlands Knowledge & Intelligence Team, on behalf of the United Kingdom Association of Cancer Registries, May Source: Department of Health. Improving Outcomes: A Strategy for Cancer. First Annual Report, Source: Office for National statistics, Cancer survival rates, Cancer survival in England, patients diagnosed and followed up to 2009, non age-standardised 8. Source: Simon, A., Juszczyk, D., Smyth, N., Power, E., Hiom, S., Peake, M., & Wardle, J. (2012). Knowledge of lung cancer symptoms and risk factors in the UK: development of a measure and results from a population-based survey Thorax, 67 (5), DOI: /thoraxjnl Source: CAM 2008 study 10. Source: NAEDI website ( 10/28

11 Templates Ready-to-Use Copy Please find below some examples of copy that you could use when communicating with your audiences about the Be Clear on Cancer, lung cancer campaign. This can be used across a range of channels, for example websites, e-bulletins, newsletters, or for social media purposes. Short copy for , bulletins and websites Be alert to symptoms of lung cancer, new campaign urges <Insert organisation/group name> is supporting the NHS s Be Clear on Cancer lung cancer campaign launched earlier this month. The campaign is taking place across England; adverts will run on TV, radio and in the press. The campaign will run from 2 July to 11 August It aims to raise awareness of the signs and symptoms of lung cancer, especially a cough that lasts for three weeks or more, and encourage those with these symptoms to see their doctor. The earlier cancer is found, the more treatable it is. Around 34,000 people are diagnosed with lung cancer in England every year, with the majority of cases occurring in those over the age of 50. Lung cancer has one of the lowest survival rates of any cancer because over two-thirds of patients are diagnosed at a late stage when treatment that could cure is not possible. More lives could be saved if people were diagnosed at an earlier stage. If survival rates for lung cancer in England matched the best in Europe, it is estimated that an extra 1,300 lives could be saved each year. For further information about the signs and symptoms of lung cancer, visit nhs.uk/lungcancer. Long copy for more in-depth publications including newsletters <Insert organisation/group name> is supporting the NHS s Be Clear on Cancer lung cancer campaign launched earlier this month. The campaign is taking place across England; adverts will run on TV, radio and in the press. The campaign will run from 2 July to 11 August It aims to raise awareness of the signs and symptoms of lung cancer, especially a cough that lasts for three weeks or more, and encourage those with these symptoms to see their doctor. The earlier cancer is found, the more treatable it is. Around 34,000 people are diagnosed with lung cancer in England every year, with the majority of cases occurring in those over the age of 50. Lung cancer has one of the lowest survival rates of any cancer because over two-thirds of patients are diagnosed at a late stage when treatment that could cure is not possible. More lives could be saved if people were diagnosed at an earlier stage. If survival rates for lung cancer in England matched the best in Europe, it is estimated that an extra 1,300 lives could be saved each year. 11/28

12 A cough that lasts for three weeks or more is the most common symptom of lung cancer. Other symptoms include: A cough that has got worse or changes Coughing up blood Breathlessness Feeling more tired than usual for some time Losing weight for no obvious reason An ache or pain in the chest or shoulder that has lasted some time Dr Pawan Randev, one of the doctors who features in an advertisement for the campaign, said: Many people believe if you have lung cancer it s the end. In my experience it doesn t have to be this way. Lung cancer can be treated and you can have a good quality of life afterwards. But it s important for people to be aware of the symptoms of lung cancer - if you have a cough that lasts over three weeks then go to see your doctor. Early diagnosis means you have a better chance of survival. I have seen patients that have left worrying symptoms for months and when they visit me it s too late. But I also have lots of stories of people that have come to see me early and they go on to have surgery and survive. It s very straightforward for your doctor to examine you and determine whether to send you for a chest X-ray. The process is simple and if your doctor suspects it might be cancer you will see a specialist within two weeks. They would then arrange for further tests and, if necessary, treatment. You re not wasting anyone s time by getting your symptoms checked out it might be a sign of something else that needs treatment. And if your symptoms persist, go back to your doctor they ll want to help. Letter to editors for local or regional media Below is a template letter to the Editor that can be issued to your local or regional newspaper to alert them to the campaign. You may wish to tailor the copy to include, or reflect, your own organisation s experience in relation to lung cancer. You may also want to include incidence and mortality statistics for your area please see pages 22 for details. Dear Sir, Around 34,000 people in England are diagnosed with lung cancer each year. It kills more people than any other form of cancer but, if diagnosed early, treatment can be successful and more lives can be saved. Lung cancer has one of the lowest survival rates of any cancer because over two-thirds of patients are diagnosed at a late stage when treatment that could cure is not possible. More lives could be saved if people were diagnosed at an earlier stage. 12/28

13 The Be Clear on Cancer lung cancer campaign highlights the importance of going to your doctor if you have any of the symptoms of lung cancer, particularly a cough that lasts for three weeks or more. I would urge your readers to speak to their doctor if they have any of the symptoms, and to encourage any of their friends and family that they are concerned about to do the same. There is more information available at nhs.uk/lungcancer. Yours sincerely, <Insert your name and the organisation s name> 13/28

14 6. Social media It would be fantastic if, following the campaign launch, you could use your online channels to talk about this campaign and raise awareness of the importance of early detection. We have included some suggested tweets and facebook posts about the campaign below to support the following activities: Campaign launch: general campaign messaging Roadshows: to encourage footfall at your local roadshow Three week calendar hooks: to alert people to the fact that they have had a cough for three or more weeks, using nationally well-known events as the three week marker. Please do feel free to add in locally relevant events The suggested date to start engaging your audience through social media channels is Tuesday 2 July. Twitter: general campaign messaging The Government has launched a campaign to increase early diagnosis of lung cancer. For info on #lungcancer visit If England s survival rates for lung cancer matched the best in Europe, an additional 1,300 lives could be saved each year #lungcancer Support the Government s #lungcancer campaign, #beclearoncancer #lungcancer is England s biggest cancer killer but early diagnosis can save lives. Visit for info on symptoms A cough for 3 weeks or more could be a sign of #lungcancer, Please share and help improve early diagnosis You can spot the symptoms of #lungcancer. Early diagnosis can save lives visit for more info If you are worried about a cough that has lasted for three weeks or more please visit your GP #lungcancer #beclearoncancer For information on #lungcancer visit There are around 34,000 new cases of #lungcancer in England each year. Early diagnosis makes it more treatable If you have a loved one with a three-week cough don t ignore it. Encourage them to visit their GP. #lungcancer 14/28

15 Twitter: regional campaign messaging #lungcancer claimed more than <insert regional lung cancer deaths statistic> lives in <insert region> in 2010 but early diagnosis can save lives. Visit for info on symptoms There were <insert regional lung cancer incidence statistic> lung cancer cases diagnosed in <inset region>in Know the symptoms of #lungcancer. Visit Twitter: roadshow stops Do you know the symptoms of #lungcancer? The #beclearoncancer team will be visiting <insert location> today if you have any questions or concerns- see you there! The #beclearoncancer roadshow is in<insert area> today. Got any questions about #lungcancer? Head down to speak to the friendly team! Twitter: three week calendar hooks Date of post Event or hook Twitter copy Friday 5 July Queen's birthday (Saturday 15 June) Had a cough since the Queen's b.day? You've been coughing for 3 weeks now, it's time to visit the GP nhs.uk/lungcancer Monday 8 July Father's Day (Sunday 16 June) Monday 15 July Sunday 28 July Wednesday 31 July Wimbledon starts (Monday 24 June) Wimbledon finishes (Sunday 7 July) Ashes begins: England vs Australia (Wednesday 10 July) #beclearoncancer Have you had a cough since Father's Day? That has been over three weeks now. Be aware of the signs of #lungcancer nhs.uk/lungcancer Had a cough for a while but can't remember since when? We can help - if it has been since Wimbledon started, visit your GP #beclearoncancer Wimbledon finished three weeks ago - have you had a cough since then? It's time to visit your GP #beclearoncancer #lungcancer Are you a cricket fan and had a cough since the Ashes 1st test? You should visit your GP with symptoms #beclearoncancer #lungcancer 15/28

16 Facebook: general campaign messaging Post An NHS Be Clear on Cancer campaign aims to raise awareness of the symptoms of lung cancer and to help improve early diagnosis of the disease. Lung cancer is the most common cause of death from cancer for both men and women in England, and claims around 28,000 lives every year. It has one of the lowest survival rates of any cancer because over two-thirds of patients are diagnosed at a late stage, when treatment that could cure is no longer possible. More lives could be saved if people were diagnosed at an earlier stage. Do you know the signs? Be Clear on Cancer Support the Be Clear on Cancer campaign and make this your status if you know someone affected by lung cancer: Lung cancer is England s biggest cancer killer but do you know the signs and symptoms? Join me in supporting the Be Clear on Cancer campaign A cough for three weeks or more could be a sign of lung cancer - visit your GP if you re worried. For further information visit You can also support and follow the Be Clear on Cancer lung cancer campaign on Twitter. Don t forget to use #lungcancer #beclearoncancer If a family member or close friend is showing possible symptoms of lung cancer, encourage them to visit their GP. Early diagnosis can save lives. Did you know there are around 34,000 new cases of lung cancer diagnosed in England each year. For information on how to spot the early signs and symptoms visit If you are worried about a family member or friend who is showing possible symptoms of lung cancer, please don t ignore it. Visit for more information 16/28

17 Facebook: regional campaign messaging Post An NHS Be Clear on Cancer campaign to raise awareness of the signs of lung cancer and to help improve early diagnosis of the disease is running across England. Lung cancer is the most common cause of death from cancer for both men and women in England, and claims around <insert regional lung cancer deaths statistic> every year. It has one of the lowest survival rates of any cancer because over two-thirds of patients are diagnosed at a late stage when treatment that could cure is no longer possible. More lives could be saved if people were diagnosed at an earlier stage. Do you know the signs? Be Clear on Cancer Support the Be Clear on Cancer campaign and make this your status if you know someone affected by lung cancer: Lung cancer is England s biggest cancer killer and there were <insert regional lung cancer incidence statistic> lung cancer cases diagnosed in <inset region> in But do you know the signs and symptoms? Join me in supporting the Be Clear on Cancer campaign Facebook: roadshow stops Post Do you know the symptoms of lung cancer? Lung cancer is England s biggest cancer killer and claims around 28,000 lives each year. By raising awareness of the signs of lung cancer we can help increase early diagnosis of the disease. The Be Clear on Cancer roadshow will be visiting <insert location> on <insert date>, where a friendly team will be on hand to answer any questions you may have about lung cancer. Whether you have a question about yourself, your family, or a friend, come to say hello and we will help you to be clear on cancer. 17/28

18 Facebook: three week calendar hooks Date of post Event or hook Facebook copy Friday 5 July Queen's birthday (Saturday 15 June) Have you had a cough since the Queen's birthday? If so, you've been coughing for 3 weeks or more and it's time to visit the GP with your symptoms. Visit nhs.uk/lungcancer for more information on the be Clear on Cancer, lung cancer campaign Monday 8 July Father's Day (Sunday 16 June) Have you had a cough since Father's Day? That has been over three weeks now. Be aware of the signs of lung cancer by visiting nhs.uk/lungcancer Monday 15 July Wimbledon starts (Monday 24 June) Sunday 28 July Wimbledon finishes (Sunday 7 July) Wednesday 31 July Ashes begins: England vs Australia (Wednesday 10 July) Have you had a cough for a while but can't remember since when? We can help. If it has been since Wimbledon started, then you have had a cough for 3 weeks now and should visit your GP. Visit nhs.uk/lungcancer for further information Wimbledon finished three weeks ago, have you had a cough since then? If so, it's time to visit your GP. Visit nhs.uk/lungcancer for more information Are you a cricket fan and had a cough since the Ashes 1st test? If the answer is yes, you have had a cough for 3 weeks now and you should visit your GP with the symptoms. Visit nhs.uk/lungcancer for more information Social media advice Use #lungcancer in tweets where possible and encourage people to use the same this will help the topic to trend and appear on more feeds Engage with people who reply to your tweets/posts with questions or comments to continue momentum If you are unsure of the answer to a question from someone on Twitter or Facebook, direct them to the NHS website ( or to the wider Be Clear on Cancer Twitter account (@BeClearonCancer) if they are seeking a direct response Interact with relevant partners and follow their Twitter feeds so, local media outlets, local cancer support groups and NGOs, local MPs and local authorities in and around your area. Ask them to re-tweet messages and build a relationship with them 18/28

19 As well as encouraging your followers and local organisations/contacts to re-tweet your messages, it s important to ensure you do the same and re-tweet relevant and interesting messages 7. Campaign checklist This toolkit has been provided to help you to raise awareness of the Be Clear on Cancer lung cancer campaign in your local area. The pack includes advice, information and templates to help you communicate with local media, partners and a range of other audiences. We hope that you are able to support the campaign locally, by helping to communicate the importance of recognising lung cancer signs and symptoms, encouraging early diagnosis and encouraging those affected to consult with their doctor. Please find below a checklist of the key activity you may like to undertake to support the campaign: Checklist of activity Distribute press release and media materials to local press from 8 July onwards Use the template copy provided to help you draft articles about the campaign for newsletters, relevant websites and social media Feature key messages and facts and stats in any communications about, or relating to, the campaign Use all available social media networks to provide regular updates and information on the campaign activity to take place from the 2 July (national launch day) onwards Your feedback If you run a successful local campaign, or have a piece of coverage you are particularly pleased with, we would love to hear from you in order to inform future cancer campaigns. BeClearOnCancer@freud.com Telephone: /28

20 Appendix 1 Roadshow dates and locations Please note: the following dates and locations are currently subject to booking confirmation and availability. Where more than one shopping centre is listed for a particular date, please check with freud which venue is to be visited as we will only be visiting one of the listed venues. Please contact the Be Clear on Cancer team at BeClearOnCancer@freud.com or call / if you would like to promote any of the events that are not being promoted by freud. Team A Date Shopping Centre Address 8 th & 9 th July 10 th & 11 th July 12 th & 13 th July 15 th & 16 th July 17 th & 18 th July Dunmail Park SC (CA14) Market Hall Centre (CA3) Manor Walk SC (NE23) The Galleries SC (NE38 7SD) Castle Dene (SR8 1AL) The Bridges SC (SR1 3DR ) The Gates (DH1 4S) Maryport Road, Cumbria, CA14 Galleries, Washington, Tyne & Wear, NE38 7SD 30 Yoden Way, Peterlee, Co Durham, SR8 1AL 1 Framwelgate Waterside, Durham, County Durham DH1 4S freud to promote Y Y N N Y Y N 19 th & 20 th July Thames SC (DL5 4SB) Beveridge Way, Newton Aycliffe, County Durham, DL5 4SB N 22 nd & 23 rd July 24 th & 25 th July 26 th & 27 th July Newgate SC (DL14) Middleton Grange SC (TS24 7RZ) Alhambra SC (S70 1SB) Crystal Peaks (S20 7PJ) 26, Middleton Grange, Hartlepool TS24 7RZ Barnsley, South Yorkshire, S701SB Centre Management Suite, Sheffield, S20 7PJ N N Y Y 20/28

21 Team B Date Shopping Centre Address freud to promote 8th & 9th July Chelmsley Wood SC (B37 5TN) 10 West Mall Chelmsley Wood Shopping Centre Chelmsley Wood Birmingham B37 5TN. Y Touchwood SC (B91) The Pallisades (B2) Y Y 10th & 11th July The Saddlers Centre (WS1 1YS) The Saddlers Centre, Park Street, Walsall, WS1 1YS. N Cannock SC (WS11 1WS) Cannock SC, Market Hall Street, Cannock, Staffordshire, WS11 1WS. N 12th & 13th July St Johns SC (L1 1LY) 25 St George's Way, Liverpool, L1 1LY Y 15th & 16th July Prescot Centre (L34 5GA) Eccleston St, Prescot, Merseyside L34 5GA N 17th & 18th July The Arndale Centre (M4 3AQ) Market St, Manchester M4 3AQ Y 19th & 20th July Middleton SC (M24 4EL) Middleton Shopping Centre, Lancashire M24 4EL. N The Lowry (M50 3AH) The Lowry Outlet Mall, The Quays, Salford Quays. M50 3AH N 22 nd & 23 rd July Hillsborough SC (S6 4HL) 21 The Hillsborough Arcade, Sheffield, Yorkshire, S6 4HL Y 24 th & 25 th July The Potteries SC (ST11) Y 26 th & 27 th July intu Victoria Centre (NG1 3QN) Intu Victoria Centre, 222 Victoria Centre, Nottingham, NG1 3QN. Y 21/28

22 Appendix 2 Regional lung cancer data Please reference the following source if you include any of these figures in your media materials: Source: Data provided by Public Health England, West Midlands Knowledge & Intelligence Team, on behalf of the United Kingdom Association of Cancer Registries, May 2013 Region cases registered in 2010 deaths registered in 2010 Persons Males Females Persons Males Females North West 5,895 3,164 2,731 4,796 2,593 2,203 Yorkshire and The Humber 4,014 2,162 1,852 3,353 1,824 1,529 West Midlands 3,484 2,022 1,462 2,924 1,691 1,233 London 3,428 1,937 1,491 2,843 1,574 1,269 South West 3,409 1,946 1,463 2,720 1,583 1,137 East of England 3,379 1,924 1,455 2,806 1,639 1,167 East Midlands 3,007 1,693 1,314 2,442 1, South East Coast 2,535 1,404 1,131 2,259 1, North East 2,490 1,259 1,231 2,047 1,031 1,016 South Central 2,138 1, ,850 1, England 33,779 18,738 15,041 28,040 15,728 12,312 22/28

23 North East Health and Wellbeing Board cases registered in 2010 deaths registered in 2010 Persons Males Female s Persons Males Female s County Durham Darlington Gateshead Hartlepool Middlesbrough Newcastle upon Tyne North Tyneside Northumberland Redcar and Cleveland South Tyneside Stockton-on-Tees Sunderland North East 2,490 1,259 1,231 2,047 1,031 1,016 North West Health and Wellbeing Board cases registered in 2010 deaths registered in 2010 Persons Males Females Persons Males Females Blackburn with Darwen Blackpool Bolton Bury Cheshire East Cheshire West and Chester Cumbria Halton Knowsley Lancashire Liverpool Manchester Oldham Rochdale Salford Sefton St Helens Stockport Tameside Trafford Warrington Wigan Wirral North West 5,895 3,164 2,731 4,796 2,593 2,203 23/28

24 Yorkshire & Humber Health and Wellbeing Board cases registered in 2010 deaths registered in 2010 Persons Males Females Persons Males Females Barnsley Bradford Calderdale City of Kingston upon Hull Doncaster East Riding of Yorkshire Kirklees Leeds North East Lincolnshire North Lincolnshire North Yorkshire Rotherham Sheffield Wakefield York Yorkshire and The Humber 4,014 2,162 1,852 3,353 1,824 1,529 East Midlands Health and Wellbeing Board cases registered in 2010 deaths registered in 2010 Persons Males Females Persons Males Female City of Derby City of Leicester City of Nottingham Derbyshire Leicestershire Lincolnshire Northamptonshire Nottinghamshire Rutland East Midlands 3,007 1,693 1,314 2,442 1, /28

25 West Midlands Health and Wellbeing Board cases registered in 2010 deaths registered in 2010 Persons Males Females Persons Males Females Birmingham City of Stoke-on-Trent City of Wolverhampton County of Herefordshire Coventry Dudley Sandwell Shropshire Solihull Staffordshire Telford and Wrekin Walsall Warwickshire Worcestershire West Midlands 3,484 2,022 1,462 2,924 1,691 1,233 East of England Health and Wellbeing Board cases registered in 2010 deaths registered in 2010 Persons Males Females Persons Males Females Bedford Cambridgeshire Central Bedfordshire City of Peterborough Essex Hertfordshire Luton Norfolk Southend-on-Sea Suffolk Thurrock East of England 3,379 1,924 1,455 2,806 1,639 1,167 25/28

26 London cases registered in 2010 deaths registered in 2010 Health and Wellbeing Board Perso ns Males Females Persons Males Females Barking and Dagenham Barnet Bexley Brent Bromley Camden City of Westminster Croydon Ealing Enfield Greenwich Hackney and City of London Hammersmith and Fulham Haringey Harrow Havering Hillingdon Hounslow Islington Kensington and Chelsea Kingston upon Thames Lambeth Lewisham Merton Newham Redbridge Richmond upon Thames Southwark Sutton Tower Hamlets Waltham Forest Wandsworth London 3,428 1,937 1,491 2,843 1,574 1,269 26/28

27 South East cases registered in 2010 deaths registered in 2010 Health and Wellbeing Board Perso ns Males Females Persons Males Females Dover and Shepway East Sussex Medway Surrey The City of Brighton and Hove West Sussex South East Coast 2,535 1,404 1,131 2,259 1, South Central Health and Wellbeing Board cases registered in 2010 deaths registered in 2010 Persons Males Females Persons Males Females Bracknell Forest Buckinghamshire City of Portsmouth City of Southampton Hampshire Isle of Wight Milton Keynes Oxfordshire Reading Slough West Berkshire Windsor and Maidenhead Wokingham South Central 2,138 1, ,850 1, /28

28 South West Health and Wellbeing Board cases registered in 2010 deaths registered in 2010 Persons Males Females Persons Males Females Bath and North East Somerset Bournemouth City of Bristol City of Plymouth Cornwall and Isles of Scilly Devon Dorset Gloucestershire North Somerset Poole Somerset South Gloucestershire Swindon Torbay Wiltshire South West 3,409 1,946 1,463 2,720 1,583 1,137 28/28