New lung cancer campaign to save lives

A cough that lasts for three weeks is the focus of a new campaign – backed by Ricky Gervais and Lynda Bellingham - to increase awareness of the key symptoms of lung cancer and improve earlier diagnosis, Health Minister Paul Burstow has announced.

New data reveals that only one in 10 people know that a persistent cough for three weeks or more could be a symptom of lung cancer and if dealt with early could save their life.

Despite the disease killing more people than any other form of cancer in the borough of Rochdale this symptom fares worse in public awareness compared to knowledge of other cancer signs:

• 69 per cent are aware of looking out for a lump (breast or testicular cancer)
• 31 per cent know that bleeding could be a sign of cancer (bowel, kidney or bladder)
• 25 per cent know that a change in the appearance of a mole should also prompt a check-up (skin cancer).

Lung cancer affects 33,000 people in England each year with 173 cases in Rochdale borough in 2009. The majority of cases occur in people over the age of 55. When diagnosed at its earliest stage, as many as 80 per cent of people are alive five years after diagnosis compared with only seven per cent diagnosed at a late stage.

Care Services Minister Paul Burstow said: “Lung cancer is the biggest cancer killer in this country but worryingly many people don’t know the signs and symptoms that could save their lives. The earlier lung cancer is diagnosed, the better the chance of survival.

“The message from this campaign is simple; if you have a persistent cough for three weeks or more, visit your GP.”

Helen Skidmore, Public Health Development Manager (Lifestyles) for NHS Heywood, Middleton and Rochdale, said: "With lung cancer claiming around 135 lives in Rochdale borough in 2009, it’s important that the public is more aware of the symptoms and, if someone has the key symptoms, they visit the GP straight away. Earlier diagnosis of lung cancer could save many more lives in Rochdale borough.

"If you’ve had a cough for three weeks or more, make an appointment to see your doctor today. It may be nothing serious, but it is better to have it checked out early to be sure."

The Be Clear on Cancer campaign launched on 8 May. Adverts fronted by real-life GPs are appearing in TV, radio, print and online media. The adverts urge anyone who has had a cough for three weeks or more to visit their doctor. GPs, practice managers and pharmacists have been given information about the campaign to help prepare for and support it.

The new campaign is receiving widespread support from prominent sporting, TV, political and media personalities, many of whom have been touched by the disease in some way. Several high profile individuals including Ricky Gervais, Alex Ferguson, Duncan Bannatyne, Lynda Bellingham and Linda Robson have lent their support by participating in a photography exhibition holding x-ray images of healthy lungs.

Actor and comedian, Ricky Gervais, whose mother died of lung cancer at the age of 74, said: “It's devastating when you see someone you love dying from lung cancer. It’s a horrible, horrible disease. My mother’s death was very sudden and you can’t help wondering if things would have been different had it been spotted earlier.

“If you’ve had a bad cough for three weeks and you can’t get rid of it, just make an appointment with your GP today.”

The adverts will appear on TV, radio, online and in newspapers in England until the end of June.

To support the campaign around 150 roadshows are taking place across England from 23 May. The roadshow will call into Rochdale Exchange shopping centre on Wednesday 6 and Thursday 7 June.