New Be Clear on Cancer campaign to launch this summer

The government has confirmed that its next Be Clear on Cancer campaign will focus on breast cancer in older women when it launches this summer.

Organised by Public Health England, in partnership with the Department of Health and NHS England, the initiative will target women over 70 and will debut in July, encompassing TV, press, digital, out-of-home advertising and road show events.

The campaign first ran nationally in February and March 2014 and will aim to raise awareness of the fact that one in three women who get breast cancer are over 70, as well as that early diagnosis can improve cancer survival rates and make the disease more treatable.

Analysis of the previous campaign showed high awareness of general cancer advertising, with breast cancer shown to be the type of cancer most frequently recalled. Understanding rose significantly after the campaign was over.

Confidence in knowledge of signs and symptoms of breast cancer also increased significantly, with 71 percent agreeing that the advertising would prompt them to visit their GP if they had any of the symptoms.