Coughing bus stop campaign is copied across country
A HEALTH campaign masterminded in Doncaster is being taken up as part of a national £8 million drive to improve early diagnosis of cancer, Health Minister Ann Keen has announced.
Health trusts across the country will be able to copy the Doncaster Cough Campaign which promoted awareness that a persistent cough could mean lung cancer.
The campaign used a number of innovative ideas including a 'coughing' bus shelter, where sound chips coughed repeatedly to draw attention to the symptom and succeeded in increasing the proportion of patients diagnosed early from 11 per cent to 19 per cent.
The 8 million investment follows the Prime Minister's pledge to ensure all patients with cancer symptoms receive their results from diagnostic tests within one week.
Primary Care Trusts are being invited to bid for up to 100,000 to run campaigns targeted at one or more of the three biggest killers: breast, colorectal and lung cancer.
As part of the campaign they will measure the impact so that the most effective campaigns can be repeated across the country.
PCTs will be able to use the money for a range of initiatives including advertising campaigns, outreach work and making more public information available.
A spokesman for Doncaster Primary Care Trust said they were "delighted" their pioneering campaign is going national.
Last year it was a runner-up in a national awards scheme for social marketing.
The spokesman said: "Our campaign targeted the most deprived areas of Doncaster where lung cancer is higher.
"We think it led to early detection and gave us the chance to save the lives of about 15 people.
"We see that as a success and obviously that's why it has been picked up nationally."
Health Minister Ann Keen said: "As a nurse I know that to give patients the best chance of survival we need to catch cancer early.
"Our aim is to save up to 10,000 extra lives a year through early diagnosis and intervention.
"These local campaigns will encourage patients with symptoms to seek help earlier and builds on the Prime Minister's pledge to give patients the results of their diagnostic tests within one week.
"To make the move from good to great, the NHS must focus more on early intervention."
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