The NHS in Inner North East London needed to improve early diagnosis of breast and lung cancer – a key factor in achieving positive outcomes for patients.


Fear and fatalism about cancer is still very common in older groups and acts as a major barrier to getting symptoms checked out with the GP.


We needed to change people’s mindset, and did this by developing of a ‘hopeful’ campaign:  ‘the small c: early diagnosis can save lives.’
Throughout the campaign we championed cancer survivors to convey real hope that cancer can be beaten.


The campaign resulted in increased public awareness and GP referrals of people with possible early symptoms of both breast and lung cancer.