October 9, 2014
A new ad airing on regional television from tonight will feature regional WA GPs as you’ve never seen them before talking about how and why you should ‘Find Cancer Early’ in the simplest of terms.
Director of Education and Research at Cancer Council WA Terry Slevin said the ad was the latest development in the ‘Find Cancer Early’ campaign which aimed to improve the outcomes of rural cancer patients.
Mr Slevin said the ad had been designed in close consultation with local communities…something which has been a hallmark of the campaign from the outset.
“This ad, which has been piloted and tested in regional WA, reflects a commitment we made to ensure the campaign would be rolled out to all regions, including those which hadn’t previously been part of it,” he said.
The ‘Find Cancer Early’ campaign was developed to raise awareness of the signs of bowel, breast, lung and prostate cancers and encourage people to act on the symptoms when something doesn’t seem right.
The campaign was piloted in three regions of WA (the Wheatbelt, Goldfields and Great Southern) from 2011-2013 and registered strong results with awareness of the signs and symptoms in those regions close to four times higher than in regions not receiving the campaign.
The campaign is part of a bigger five year ‘Improving Rural Cancer Outcomes’ research project by two of WA’s leading medical researchers at the University of Western Australia (UWA) which aims to find practical solutions to improve the survival rates of rural cancer patients.
Lead researcher Professor John Emery said the campaign had worked hard to tackle traditional country attitudes towards ignoring symptoms of cancer.
“Our research found that rural people are often too stoic or optimistic to seek medical help, often putting up with symptoms and rearranging their lives to accommodate them, rather than seeking help. The ‘Find Cancer Early’ campaign aims to address this and prompt them to act” said Professor Emery.
“We believe this new TV ad has the potential to build on the positive results the pilot campaign has already achieved in regional WA,”
Mr Slevin also expressed gratitude to the five GPs who gave up their time to be part of the ad.
“Their contribution gives the ad an invaluable sense of authority, authenticity and credibility,” said Mr Slevin.
The new phase of the campaign has been made possible with the generous support from the AH Crawford Society.
For further information and to view the ad visit http://www.findcancerearly.com.au/find-cancer-early-tv-ad/