A new campaign that aims to overcome the taboos around bowel cancer in a bid to increase survival rates from the disease in Scotland has been launched by the Scottish Government as part of its Detect Cancer Early programme.
The new six-week campaign is set to raise the profile of bowel cancer and outline the benefits of screening, as the best way to detect any hidden signs of the disease.
Although bowel cancer is the third most common cancer in Scotland, it’s highly treatable if caught early.
In fact, 9 out of 10 people survive the disease if it’s detected and treated in its earliest stages.
Along with the literature and materials already produced by the Scottish Bowel Screening Programme, the new campaign will provide both men and women aged 50-74 who are eligible for the programme with the facts about the disease so they feel more informed when choosing whether to do the test.
This is the next phase of the Scottish Government’s four-year Detect Cancer Early programme which aims to increase the proportion of cancers detected in the first stage by 25% by the end of 2015, meaning that more people can survive the disease.
Bowel cancer screening prevents 150 deaths from bowel cancer each year but currently only just over half of the approximate 750,000 people who are eligible to participate in screening actually do (54.5%).
Central to the new campaign is a bold TV advert, featuring the voice of Scottish actor, Ford Kiernan. The advert uses some humour and the concept of Kiernan as an ‘invisible man’ to inform a regular man in a vulnerable moment on the toilet about the facts he doesn’t know about bowel cancer.
To find out more about the screening programme talk to the Scottish Bowel Screening Helpline on 0800 0121 833 or visit www.bowelscreeningtest.org
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For more information contactMike Roworth, Consultant in Public Health Medicine
Tel: 01592 226425 Contact Mike Roworth online
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