What you can do

The whole practice team, including GPs, practice nurses, receptionists and practice managers all have an important part to play in helping to ensure that this campaign is a success. We have developed two briefing sheets with all the information you need.

Information for GPs

Information for the wider practice team

As well as these more detailed briefing sheets, we have also developed key questions to help you get up to speed:

Why target breast cancer in women aged over 70?

One third of all breast cancer cases are diagnosed in women over 70. However, we know that women over 70 are more likely to delay seeking help for unusual breast symptoms. As a result, breast cancer is often diagnosed at a later stage in this age group.

Where will the breast cancer campaign take place?

• Lambeth, Southwark and Lewisham
• Brent and Harrow
• South Yorkshire and Bassetlaw
• Brighton and Hove City
• Medway
• Berkshire (East and West)
• Lancs and South Cumbria

When will the campaign take place?

The majority of the campaign will run between January and March 2012. For more detailed information on the timings of each activity in your local area, please contact the National Awareness and Early Diagnosis Intiative at naedi.org.uk who will put you in touch with your local Project Lead.

What is the key message being promoted?

The local advertisements highlight that older women are more at risk of breast cancer, therefore anything unusual like a lump, a change to nipples, skin or the shape of their breasts could be an early sign of breast cancer and to tell the doctor straightaway.

The adverts also aim to reassure older women that the symptoms may be nothing serious but finding breast cancer early makes it more treatable and could save your life.

Where in the community will the Be Clear on Cancer materials appear?

The local PCT leading on this campaign is coordinating advertising through a range of channels which might include local radio, posters, leaflets and local events.

Will our practice be inundated with women worried about breast cancer?

The Be Clear on Cancer campaign materials promote the potential benefits of early presentation and reassure people that their symptoms are unlikely to be cancer, but that it's best to get it checked out. The materials have been developed carefully to target the appropriate audience.

The regional bowel cancer pilot that ran in early 2011 led to a 48% increase in the number of people over 50 who visited their GP with symptoms. This equated to one additional patient per practice per week over the 3 month period that the campaign ran.

Is secondary care prepared for an increase in referrals?

One in four older women referred to a breast clinic are diagnosed with breast cancer compared with one in ten of all women.

Whilst we don't know exactly how many people will respond to the campaign in your area, we are expecting to see an increase in referrals. The PCT leading on the campaign will be helping colleagues in secondary care understand and plan for this increase.

What can I do to help the campaign?

Get your practice ready as there will be more people ringing for appointments, wanting information on breast cancer and visiting their GP with suspected breast cancer signs and symptoms. Make sure the whole practice team know about the campaign.

Take 5 minutes to look at the campaign materials.

How do we order materials for our practice?

Please email the National Awareness and Early Diagnosis Initiative at naedi@cancer.org.uk to be put in touch with your local project lead.

Who do I contact for further information?

A team of organisations is working together to coordinate this activity, including the Department of Health, National Cancer Action Team and local Cancer Networks. If you have a query or would like further information contact naedi@cancer.org.uk