Overview Aim: To increase awareness about lung cancer and promote early diagnosis of lung cancer A collaboration of the 5 PCTs across Lancashire and the Cancer Network.

Who/where will the campaign be targeted? 3 of the most disadvantaged wards per PCT (Bloomfield, Claremont, Park) 9 practices selected Primary target audience for the campaign - Over 45s (males and females) Smokers, resident within the identified wards Secondary target audience - Family and friends

Background to the campaign Despite improvements in survival and mortality in recent decades, cancer outcomes in England remain poor when compared with the best outcomes in Europe 5,000To put this in context, if England was to achieve cancer survival rates at the European average, then 5,000 lives would be saved every year 10,000If England was to achieve cancer survival rates at the European best, then 10,000 lives would be saved every year That is our challenge.

National Awareness and Early Diagnosis Initiative (NAEDI) Diagnosis of cancer at a later stage is generally agreed to be the single most important reason for the lower survival rates in England Inequalities in cancer mean that some groups in society have disproportionately poor outcomes A public/third sector partnership between DH, CRUK and NCAT announced in the Cancer Reform Strategy in 2007 aims to: – improve awareness of the signs and symptoms of cancer – encourage earlier presentation to primary care – address the reasons for delays in diagnosis in primary care

Lung cancer rates Incidence –Blackpool PCT 68/100,000 –England 48/100,000 Mortality –Blackpool PCT 58/100,000 –England 38/100,000 NCHOD 2011

Lung Cancer Survival 1 year survival –BP PCT 25% vs 29% for England ( ) 5 year survival –BP 6.2% vs 7.8% for England ( ) UKACR NCIS System

6 week campaign schedule to be launched on June 20 th 2011

The campaign will involve: Focused education and awareness in primary care to encourage appropriate use of chest x-ray investigation and early referral of suspected cases A targeted social marketing campaign to improve recognition of warning signs and symptoms and accelerate help seeking behaviour in the target population. Community engagement through support from Fishwick Ranger Development group based in Preston and neighbourhood management.

Bus headliner

GP coaster

How will we know if it works? A comprehensive evaluation will consider the impact of the initiative on: - Chest x-ray referral rate - 2 week wait referral rates - Stage at diagnosis - Lung resection rates - Cancer awareness within the target population (national validated campaign tracking survey)

Have campaigns in other areas increased diagnosis of lung cancer? Change in attitudes -Increase in people presenting at the GP if had a cough for more than 3 weeks -Increase in people presenting at the GP for chest x-ray referral Increase in Chest X ray referral 1 project saw a 3 fold increase in referral to chest x ray in the targeted practices to 29%. And 9% in the other practices Lung Cancer Diagnosis - 20 additional cases diagnosed - 8 lives saved - Increase from 11-19% of those presenting with a treatable lung cancer.