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Umesh Modi is a chartered accountant, and Pamini Jatheeskumar is a chartered certified accountant at Silver Levene...
  Don Lavoie is alcohol programme manager at Public Health England and Gul Root is lead...
Don Lavoie is alcohol programme manager at Public Health England and Gul Root is lead pharmacist, Health and Wellbeing Directorate, Public Health England
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BeClearOnCancer3February 17 2016

Community pharmacies are being encouraged to participate in the campaign to raise awareness of bladder and kidney cancers.

Public Health England’s Be Clear on Cancer ‘blood in pee’ campaign has launched this week with special display material for use in pharmacies.

The community pharmacy support kit includes:

  • two A4 poster
  • a counter card or display at the till and to act as a talking point between the pharmacy team and customers
  • two shelf barkers for display near over-the-counter medicines for urinary tract infections to catch the attention of women who may be showing symptoms
  • 25 information leaflets for customers which pharmacy staff can use to talk about symptoms and prompt customers to seek advice from their GP if necessary.

PHE says ‘Be Clear on Cancer’ “aims to achieve earlier diagnosis of cancer by raising awareness of the signs and symptoms. The campaigns encourage people with relevant symptoms to see their GP without delay.

“Three local pilots initially tested the ‘blood in pee’ campaign in early 2012. This was followed by a regional pilot from January to March 2013. The campaign went national, across England, for the first time in October 2013 and was repeated the following October.”

The campaign, which runs until the end of March, is particularly targeted towards men and women over the age of 50 from lower socio-economic groups, and their key influencers, such as friends and family. PHE says that more than 90% of bladder and kidney cancer diagnoses occur in this age group.

The Royal Pharmaceutical Society has pointed out that over 17,000 people are diagnosed with bladder or kidney cancer every year in England, and around 7,600 people die from these diseases. “Patients with urinary symptoms will often go to their pharmacy as the first port of call and so this is an opportunity for pharmacists to be vigilant for patients who may have signs of these cancers and encourage them to see their doctor,” says the Society.

A communications plan is also being finalised and will include television, radio, press, digital and out of home advertising such as branded pharmacy bags.

Links:

PHE ‘Blood in pee’ campaign overview

‘Blood in pee’ campaign resources

RPS comments

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