• Low symptom awareness, fatalism and embarrassment – were the biggest obstacles to people seeing the GP


  • ‘Plain-speaking’ advertising campaign co-created with local people
  • ‘Ambassador army’ including nurses & pharmacists signposted people with possible symptoms to see the GP
  • High impact touring ‘Big Bowel’ inflatable exhibition really engaged the public
  • ‘Symptom checker card’ was mailed to targeted 50-59 year olds – to prompt discussion with the GP
  • Highly effective ‘good odds if you catch it early’ partnership with Coral bookmakers


  • Over half of local GPs and pharmacists saw an increase in people presenting with possible bowel cancer symptoms during the campaign
  • The number of GPs referring people for further bowel cancer tests increased 600% during the campaign period