Visualising the impact of 14 Be Clear on Cancer campaigns in England


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Osa Adeghe, Isobel Tudge, Chloe Bright, Carolynn Gildea, Vivian Mak, Helen Hill

Abstract

Background

The Be Clear on Cancer (BCoC) programme has been running since 2010 to raise awareness of potential signs and symptoms of cancer, and to encourage people with these symptoms to visit their GP promptly. Metrics along the patient pathway (from number of GP attendances through to one-year survival) were used to evaluate overall campaign impact.

Method

All metric results for 14 BCoC campaigns analysed by Public Health England were collated. Eight symbols were chosen, producing a visual display of key findings from each campaign, subsequently presented as a grid with metrics displayed in the vertical dimension and campaigns in the horizontal dimension (hereafter called an infographic). Symbols on the infographic reflect whether the campaign appeared to have an impact for each metric based on the following conditions (not mutually exclusive): an increase or decrease, statistical significance, evidence of pre-existing trends, or no evidence of impact. 

Results

The infographic allows readers to observe similarities or trends within a specific metric across different campaigns (reading horizontally).  Where a specific campaign has been run more than once, there are instances where greater impact can be seen in earlier campaigns (e.g. the effect of Blood in Pee campaigns on GP attendance).

Additionally, reading the infographic vertically, we observe that for most campaigns there is greater impact on patient behaviour metrics (e.g. GP attendance) and use of the healthcare system (e.g. urgent referrals for suspected cancer), compared to disease metrics (e.g. cancer incidence).

Conclusion

The infographic facilitates observation of patterns and trends in impact.  Greater impact in earlier campaign metrics compared to those repeated later may reflect continued post-campaign effect. Members of the public may continue to take action, recalling the campaign’s key message.

Acknowledgement: This work included patient data collated by the National Cancer Registration and Analysis Service (NCRAS).

Impact statement

The infographic provides a visual summary of the impacts of several BCoC campaigns for a range of audiences, which can provide insight into planning and execution of future campaigns.