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Community Champions (cancer awareness) NHS Doncaster Early Cancer initiative

Community Champions (cancer awareness) NHS Doncaster Early Cancer initiative Dr Rupert Suckling/Louise Robson NHS Doncaster Fiona Lemmon – Community Champion 5th December 2011. Cancer Survival –is poor. Survival Rates – can be improved.

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Community Champions (cancer awareness) NHS Doncaster Early Cancer initiative

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  1. Community Champions (cancer awareness) NHS Doncaster Early Cancer initiative Dr Rupert Suckling/Louise Robson NHS Doncaster Fiona Lemmon – Community Champion 5th December 2011

  2. Cancer Survival –is poor

  3. Survival Rates – can be improved • 1 year Survival rates in Doncaster are lower than UK and Europe • 1 year survival is linked to late presentation • Early diagnosis improves chances of survival • If 34 deaths were avoided every year then Doncaster would be at the national average

  4. Background • National funding secured in 2010 • Expands Cough, Cough Campaign (2007-09) to breast bowel and lung cancer • Push/pull approach – emphasis on community push this time • Project plan and steering group established • Primary research conducted by company called Solutions

  5. Aim of the Project • Improve the one year survival rates of the three main causes of cancer mortality in Doncaster – lung, breast and bowel • Increase awareness of signs and symptoms and remove barriers • Increase early diagnosis and screening uptake

  6. The Challenge • For breast, increase 1 year survival rate from 94% to 95% • For lung, increase 1 year survival rate from 28% to 30% • For bowel, increase 1 year survival rate from 67.8% to 70%

  7. Community Research • Profile summary of Doncaster population (300,000) • Identified areas with highest cancer mortality rates for each tumour site and interviewed a selection of local people • Lung – highest mortality rates in Denaby, Edlington and Stainforth • Breast – no community significantly worse than Doncaster average • Bowel – Communities with highest levels from a mix of most and least deprived • Interviews to check out reactions to ‘Cough, Cough’ campaign vs ‘Cancer Chancer’ campaign (Manchester) vs ‘Be clear on cancer’ (National)

  8. 2011 Approach Engagement • Engagement with health professionals • Awareness briefings at community forums • Mail outs to GPs and Pharmacies • 500 Street surveys in towns across Doncaster in March/April 2011 Materials • Use local materials based on Cough Cough campaign • Used more direct messages about cancer signs and symptoms including national materials ‘Be Clear on cancer’ People • Invest in local people i.e champions to spread the messages – snowball effect

  9. Our Community Champions • Recruited through our partner (the Hub) and word of mouth/PR • 15-20 active champions (differing levels of activity): some cascading via their organisations and some volunteers • Recruited from those areas with highest mortality rates for all tumours • Used local media to promote • Launch on 26th May 2011 in Frenchgate centre • Evaluation undertaken in July 2011

  10. Training and Resources • Training day at Danum Hotel • Peer learning from North East Lincolnshire • Second wave training - 15th November 2011

  11. Brief interventions • Be clear on cancer quiz – pilot phase • Staged approach - start small and speak to families and friends and then move onto events and groups • Local events: LINK / Get Life wise (partnership with Fire and police ) / Doncaster Rovers and local supermarkets/local galas • Face book page created by local champion • Community forum newsletters and groups • Cascading through organisations e.g M25/Outwood Academy • Bowel cancer screening event – July 2011 • Champions evaluation/feedback – end July 2011

  12. Key Achievements • 22 champions recruited initially by Hub in May 2011 • 15-20 champions still active in Doncaster and still recruiting • Delivery of 3 training sessions (20 participants) and more planned • Champions: mix of male/female/ all ages; 3 cancer survivors and some with close family history of cancer • Mixed methods of approach: friends and family; group presentations; Face book ; local events; community forums and newsletters; pharmacies; sports clubs • Partnership events – Link; Get Life wise; Doncaster Rovers

  13. Key Achievements -2 • 1320 face to face contacts up to July 2011 • 4380 leaflets, posters and quizzes distributed up to July 2011 • Media exposure valued at £5k+ – press releases; radio interviews and calendar ITV feature (October 2011) • 434 Face book hits (up to July 2011) • Distribution of 3890 brief intervention booklets (minimum of 1320 conversations in communities that are known) • Success of initiative and current champion referrals/events has brought new recruits • Pharmacy campaigns – mail out to 76 pharmacies

  14. Next Steps • Support structure for local champions • On-going evaluation • Continuation of campaigns into 2012 • Mainstream in planning of public health services/strategic context • Links to Local authority and third sector

  15. A Personal perspective – Fiona Lemmon

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