Lung cancer awareness campaign: Wales

These resources including briefing sheets and campaign materials were produced by NHS Wales with support from Cancer Research UK in both English and Welsh.

Briefing sheets

GP briefing sheet

Health Board briefing sheet (Welsh)

Symptom cards, leaflets and posters

Community poster

Public-facing leaflet

Lung cancer in Wales is the third most common cancer in men and the second most common in women. Each year it is responsible for more deaths than bowel and prostate cancer combined.¹ Survival from lung cancer in Wales is one of the worst in Europe.² If lung cancer in Wales matched the best in Europe during 2012, an estimated 340 more people might have survived at least one year, and over 190 more people might have survived at least five years.³

Key lung cancer facts (Wales):¹

• There are around 2,400 new cases of lung cancer in Wales every year
• It is the third most common cancer in men and the second most common in women
• Only 20% of people are diagnosed at an early stage, when patients could have potentially curative surgery
• 98% of lung cancer cases diagnosed in Wales are in people over the age of 50

In order to improve outcomes in Wales, more people need to be aware of the symptoms of lung cancer. One of the ways in which we aim to improve outcomes in Wales is by raising awareness of the signs and symptoms – we hope that this will contribute to an increase in early stage diagnosis and a reduction in late stage diagnosis (as seen in the first national lung cancer campaign in England). Diagnosis at an early stage (Stage I and II) in Wales remains low, in 2012 only 20% of people with lung cancer presented at these stages, when the disease is potentially curable.¹ 67% of people are diagnosed in the advanced stages of the disease (Stage III and IV), when treatment options are limited and chances of surviving for longer are significantly reduced.

Earlier diagnosis and rapid access to potentially curative treatments such as surgery and radiotherapy are crucial to improve survival – however, more people need to be aware of the significance of symptoms and going to their GP early.  

References:

1. Lung Cancer in Wales. Wales Cancer Intelligence and Surveillance Unit. http://www.wcisu.wales.nhs.uk/lung-cancer-overview
2. De Angelis R et al. Lancet Oncol 2013;15:23-34.  
3. L.J.L. Forbes et al., Differences in cancer awareness and beliefs between Australia, Canada, Denmark, Norway, Sweden, and the UK (the International Cancer Benchmarking Partnership): do they contribute to differences in cancer survival? B.J.C (2013), 108, 292-300

The key message for the public was ‘If you’ve had a cough for three weeks or more, tell your doctor.’

The aim was to encourage more people with the symptom to visit their GP earlier. The advertising highlighted that finding cancer early makes it more treatable.

The campaign was aimed at men and women over the age of 50, as 98% of people diagnosed with lung cancer in Wales are aged 50 and over.¹ The campaign also targeted key influencers, such as friends and family – so they can pass on the message to anyone they feel may be experiencing these symptoms, but who may not have realised the significance or has delayed going to their GP.

References

1. Lung Cancer in Wales. Wales Cancer Intelligence and Surveillance Unit. http://www.wcisu.wales.nhs.uk/lung-cancer-overview

Although smoking is a major risk factor for developing lung cancer, the campaign materials don’t lead on smoking. The campaign is all about encouraging those with a symptom to take prompt action and visit their GP. Previous lung cancer awareness projects have revealed that including a smoking message can make smokers disengage because they feel they are being nagged. It can also make non-smokers feel it is not relevant to them, when no matter if a person smokes or not, the message shouldn’t be ignored.

Results from the first national campaign focusing on symptoms of lung cancer, which ran from May to June in 2012, indicated that the campaign changed levels of public awareness – including indications that clinical outcomes improved too following the campaigns.

Findings from the campaign that ran in England showed:

• Increases in unprompted awareness of cough as a symptom of lung cancer from 54% pre-campaign to 65% post campaign, with specific mention of persistent / prolonged cough increasing from 12% pre-campaign to 15% post-campaign¹ 
• An increase of 9.1% in the number of lung cancer cases diagnosed during the months surrounding the campaign² 
• An increase of 3.1 percentage points for the proportion of non-small cell lung cancers diagnosed at Stage I (14.1% to 17.3%). There was also a corresponding 3.5 percentage point decrease in the proportion of people diagnosed at Stage IV (52.5% to 49.0%)² 
• An increase of 2.3 percentage points (13.7% to 16.0%) for the proportion of patients receiving surgical resections as a first definitive treatment.² 

References

1. Be Clear on Cancer national lung  cancer awareness campaign evaluation – impact on patients attending GP  appointments. Produced by Mayden, February 2014 for NHS IQ
2. National Lung Cancer Audit. Data provided by HSCIC

You can also see the results from the other 3 national lung cancer campaigns here.