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| The Greater Manchester Public Health Network and the Greater Manchester and Cheshire Cancer Network have commenced roll out of an exciting, new social marketing and community engagement programme to promote awareness and early diagnosis of cancer. |
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‘Don’t be a Cancer Chancer’ (DBACC) will run until August 2011. The programme
will cover the 11 PCTs in Greater Manchester and Central and Eastern Cheshire, and comprises four elements:
- Social marketing activity to two audiences:
- Mainstream white British
- South Asian;
- ‘Cancer Champion’ training;
- Training sessions for Primary Care;
- Evaluation.
The campaign targets deprived areas in Greater Manchester and Cheshire with high cancer mortality rates. Each PCT has identified 3 wards to be targeted for focused activity covering a population of approximately 25,000.
Primary Audience for the campaign:
- White British, male and female over 50 years;
- South Asian groups of the same age and demographic.
Secondary Audience:
- Key stakeholders (Primary Care / community workers and voluntary groups)
The aims and objectives of the 2011 ‘Don’t be a Cancer Chancer’ campaign are:
- To raise awareness/recognition of the symptoms - a change in cough or coughing up blood, breast lumps/changes to the size, shape or feel of the breast and altered bowel habit or rectal bleeding - of the three most common cancers, lung, breast and bowel;
- To change behaviour and encourage people with symptoms to visit their GP;
- To engage primary care by encouraging GPs and other health professionals to further engage with the cancer agenda and ensure the campaign has longevity after July via training and information dissemination;
- Increase the proportion of people with cancer who survive one year and reduce the proportion who first present as an emergency.
Recognising the limited penetration of previous cancer awareness campaigns in South Asian communities, a campaign specifically tailored to their needs has been created and will comprise the following activity:
- Advertisements on South Asian TV (in both Hindustani and Sylheti). One per cancer type, plus two for screening (breast and bowel);
- Specialist PR / media partnerships;
- Poster and leaflet distribution (in Urdu, Bengali and Punjabi);
- Community engagement in the four PCTs with the highest South Asian populations (Bolton, Oldham, Manchester and Rochdale). This includes Cancer Awareness Surgeries and collateral distribution with help from key community influencers and champions.
Further details and further background & project information on Don’t be a Cancer Chancer 2011 can be found at: www.gmccn.nhs.uk/hp/Groups/DontbeaCancerChancerSteeringGroup
DBACC Cancer Network Board |
Updated: 09/06/11 |
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