Be Clear on Cancer
The Be Clear on Cancer brand was developed by the Department of Health and has been in use since January 2011 to promote awareness and early diagnosis of cancer locally, regionally and nationally.
The Department of Health and local NHS teams have run a number of Be Clear on Cancer campaigns to raise awareness of cancer symptoms. The Be Clear on Cancer campaign on oesophago-gastric cancer ran in 2012 and 2014.
Understanding the language
The Department of Health has carefully considered how oesophago-gastric cancer should be described to the public. The advertising materials refer to cancer generally, rather than gastric and oesophago cancer specifically. This is for a number of reasons:
- The target audience showed little or no understanding of alternative terms such as gullet or foodpipe
- The campaign focus is on getting people to recognise the symptoms of oesophago-gastric cancer and see their GP
- Research suggests that it is the link between particular symptoms and cancer (in general) that acts as a prompt for people to take action.