Transcript Document

Raising Cancer Awareness
Paul Mackenzie
Health Inequalities Manager
The right strategy at the right time
 The
Cancer Reform Strategy, Dec
2007
 MCCN Cancer Early Detection
and Prevention Strategy, January
2008
 North West Cancer Plan, May
2008
National Awareness and Early
Detection Initiative (NAEDI)
 Review
of evidence
 Cancer Awareness Measure
(CAM)
 Healthy Communities
Collaborative
NAEDI (continued)
 Primary
Care Audit/ Significant
Event Audits
 Key Messages- Ovarian,
Prostate, Bowel, Breast Cancer to
come, Head and Neck, General
themes.
The Social Marketing
Approach
Where are people ‘at’?
 Where do they live?
 What will influence their behaviour?

Social Marketing-awareness

Lung Cause-Link
to smoking understood
 Symptoms- Cough Phlegm “winter problem”

Bowel Cause-unaware
of cause think contaminated
food
 Symtoms- Blood in the stool, no association
with cancer, would indicate piles
Social Marketing-awareness

Bladder Cause-
Not understood think related to
alcohol
 Symptoms- think symptoms passed off as
infection

Breast Cause-awareness
of hereditary links ,less
about diet alcohol or obesity
 Symptoms- they associate lumps with cancer
Social Marketing-awareness

Skin Cancer Cause-Aware
of skin cancer and UV or sun
damage, not aware of difference malignant
melanoma and non-melanoma, did not think
skin cancer was aggressive
 Symptoms-Little understanding of ABCDE for
checking moles, women more likely to check
their skin than men
Social Marketing-awareness

Cervix Cause-
low knowledge connecting risk with
sexual activity or smoking
 Symptoms- Very low understanding about mid
cycle bleeding
Didn’t want to visit doctor …..why not?


Fatalism:
not wanting to know/face up/have treatment
“I’d be too scared to go in case it was anything”
(Liverpool)
“I’ve heard of people who’ve been fine all their
lives then go and have something looked at and
then it develops more and more. I sometimes
think leave well alone” (Southport)
‘Do Not Disturb’ syndrome:
the doctor is too important to be visited (and
hard to get in some cases) for such a "minor"
possibly non-existent problem
Didn’t want to visit doctor …..why not?
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‘Cry Wolf’ syndrome:
fear that if they go on “false pretences” may not
be seen/taken seriously in future
Referral:
GPs don't know/treat anyway - they send you
deeper into the system
Interestingly,
 Ask GPs to check moles etc while at surgery
for other reasons. Thus, seeing without
“disturbing”
Ostrich Syndrome
Profiling risk groups
Heavy smokers
Medium smokers
“I’ve got to die
of something
anyway”
“Life’s for living - I
enjoy a smoke
and a drink”
Obese
Overweight
“I’m not very
confident and am
self conscious”
“I’m a big foodie
and know I should
lose a few pounds”
Light smokers
“I’m too busy with
the kids to look
after myself”
Unhealthy diet
“I’m too young
to worry about
my health”
Heavy drinkers
“Drinking is
just part of my
everyday life”
Sun-bed users
“It’s important
for me to look
good”
Cancer Awareness work stream
 All
cancers will be included
 Awareness months local
awareness campaigns
 Health bus
 Hospital/ Pharmacies and
chemists
Cancer awareness-screening
 Bowel
screening uptake project
 Research sensory impairment
 DVD in languages British sign
Language Cancer screening toolkit
 Prisons and secure mental health
units
Cancer Awareness
Collaboration with CRUK targeting men
over 50 malignant melanoma ( skin
cancer)
 Health Bus
 E-Learning tools for schools
 Working in partnership with other
Networks on national skin measures

Cancer awareness
Anticipatory Care Calendar
 Family history project- breast, bowel,
ovarian
 Campaign in Liverpool- Prostate cancer
awareness
 Meetings with Trust Chief Executive
Officers- Chair Patient Partnership & Dr
Seddon

We need your help!
 Working
with different cancer groups
to support awareness
 Collaborate with us tell us about your
ideas