Research and analysis

'Be Clear on Cancer' ovarian cancer awareness campaign: local pilots

Evaluation of the local pilots for the 'Be Clear on Cancer' ovarian cancer awareness campaign.


Evaluation of the 'Be Clear on Cancer' ovarian cancer awareness campaign: highlights from local pilots, 14 January to 10 March 2013

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The ‘Be Clear on Cancer’ awareness campaign started in 2010. By early 2013, campaign activity had been run on the following cancers:

  • lung
  • breast
  • bowel
  • bladder
  • kidney
  • oesophago-gastric

As a result of research and consultations about which cancer types to focus on next, it was decided to pilot an awareness campaign on the symptoms of ovarian cancer.

The Department of Health funded 4 local ovarian pilots to run in the former Cancer Network locations of:

  • Anglia and Essex
  • North Trent
  • Thames Valley
  • Yorkshire – including North East Yorkshire and Humber

The main advertising activity was from 14 January to 17 March 2013, although engagement activity began earlier with:

  • local clinical and support teams
  • charity groups
  • community partners

The campaign featured the symptom of feeling bloated most days for 3 weeks or more, and was targeted at all women aged 50 years and over. The primary objectives of the campaign were to:

  1. raise the awareness of the signs and symptoms of ovarian cancer among the target audience
  2. increase the presentation of symptoms of ovarian cancer by the target audience to primary care
  3. inform decisions about progression of the campaign to regional roll-out