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Kidney cancer campaign launches in UK

The ‘Be Clear on Cancer’ campaign is aimed at raising awareness of the symptoms of bladder and kidney cancers
Blood in your Pee Campaign

The UK has launched a new campaign to make the public award of the symptoms of bladder and kidney cancer.

Running from October 15 to November 20, 2013, the campaign is led by Public Health England (PHE), in partnership with the Department of Health and NHS England.

'Be Clear on Cancer' aims to raise awareness of blood in urine as a symptom of bladder and kidney cancers, and to encourage people with symptoms to speak to their doctor. They will be targeted through a mixture of TV, press and radio advertising, and events. View the TV advertisements.

PHE, the Department of Health and the charity Cancer Research UK have developed a range of resources for GP practices, including leaflets and posters. Briefing sheets have also been prepared for employers, occupational health teams and pharmacy staff.

"Our message is clear – as soon as you spot blood in your pee, visit the GP,” said Professor Kevin Fenton, PHE director of health and wellbeing.

"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.

"Premier League football club West Bromwich Albion is backing the campaign. The club is testing special heat-sensitive urinals in its stadium. When used, they display the words: "If you notice blood in your pee, even if it's just once, tell your doctor."

In addition to urging people to act immediately on discovering blood in their urine, the campaign aims to encourage them to stop smoking, look after themselves and eat more healthily.

According to the NHS, the last decade has seen incidences of and deaths from kidney cancer rise by 31 per cent and 7 per cent, respectively. Survival chances are good if diagnosis is early, but the public has to date been largely unaware of the symptoms, according to the DH.

17th October 2013

From: Marketing, Healthcare

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