1. Be Clear on Cancer Regional Oesophageal Cancer Awareness Campaign November 2013 Jo Preston Network Delivery Manager Northern Strategic Clinical Networks

2. NHS | Presentation to OG Audit Day, 6 th November 2013 2 Contents Reminder of BCOC and the OG campaign Brief results from the local pilot What the Regional pilot will look like What we need to do to support the campaign

3. The BCOC Campaign Cycle 3NHS | Presentation to OG Audit Day, 6 th November 2013

4. The local pilot April – June 2012 Collaboration between NECN and NHS County Durham and Darlington Strong support and engagement from secondary and primary care health professionals Large scale communications and awareness activities region-wide Close working with community pharmacies adopted as one of the pharmacy public health campaigns, e-learning module Working with the local cancer charity, Oesophagoose 4 NHS | Presentation to OG Audit Day, 6 th November 2013

5. The local pilot results 16% increase in awareness of symptoms Little effect on the number of patients GPs were seeing 26% increase in 2ww referrals for suspected upper GI cancer 20% increase in the number of cancers diagnosed following a 2ww referral 5 NHS | Presentation to OG Audit Day, 6 th November 2013

7. The Regional Campaign Message We think the message will be: If you’ve had indigestion or heartburn most days for 3 weeks or more, don’t learn to live with it. Tell your doctor Change to local pilot which also referred to difficulty swallowing 7 NHS | Presentation to OG Audit Day, 6 th November 2013

8. The Regional Pilot Tyne Tees and Borders TV area = Northern Strategic Clinical Networks Likely to be 11 th February 2014 until late March Will include: TV adverts Radio adverts A small no. of engagement events focussing on football grounds Direct mail to a proportion of men Engagement with major employers 8 NHS | Presentation to OG Audit Day, 6 th November 2013

9. What can you do to help? Case Studies Spokespeople Briefing sheets Support for GPs Get the positive message out to colleagues in other areas Be a BCOC Champion! 9 NHS | Presentation to OG Audit Day, 6 th November 2013