Life-saving campaign launches in London: “Your next poo could save your life”
Bowel cancer is one of the most common types of cancer in the UK, with the majority of cases detected in those over 60-years-old.
NHS England — London is running a lifesaving campaign until October to encourage more people to do their free NHS bowel cancer screening test, which checks if you could have bowel cancer.
In this blog, Dr Josephine Ruwende, screening and immunisation lead for London, shares her experience of launching the campaign and why it’s so important to do the bowel screening as soon as it is received.
NHS London is running a lifesaving campaign until October to encourage more people to do their free NHS bowel cancer screening test, which checks if you could have bowel cancer.
It is our first bowel cancer screening campaign in London and navigating the need to be more open about talking about poo, while fully respecting cultural sensitivities has been interesting and challenging.
Given the need to reach the whole of London, our social media, radio and out of home campaign, “Your next poo could save your life”, is direct and attention grabbing.
Different materials, stressing the importance of bowel cancer screening, have been developed by our community engagement partners for use in places of worship and with communities who might not engage with our other messaging.
One of the strengths of the campaign is the large number of case studies we have been able to gather. We are very grateful to the many Londoners who have come forward to support us with this.
Simon Clarke, 67, from Hornsey, north London, was investigated after his bowel cancer screening test. He said: “In November 2021, they removed some polyps — little growths — from my bowel. I wasn’t particularly worried. I’ve always had the attitude it wouldn’t be me that gets ill.
“But when they analysed the polyps, cancer was in one of them. They caught it as a very minor tumour, and it hadn’t spread. Without the screening I wouldn’t have known it was there.
“I’d say to other people: use the bowel cancer screening kit when you’re sent it, because if it catches something early like it did with me, it could save your life.”
Sekyi Armah-Tetteh, 61, from Bromley, said: “I was sent a bowel cancer screening kit when I had just turned 60. When the box came, I opened it with hesitation. Getting a sample of poo? This is not a pleasant thing to do. I kept saying to myself ‘I will do it tomorrow’.
“Then I got a reminder from the NHS, and I thought ‘I should be brave. If anything is wrong, it is better to arrest it before it gets worse.’
“I sent the kit back and I got the all clear like 98% of people. If I knew that at the time, I would have done it straightaway. If you get a bowel cancer screening kit, please use it straightaway. It isn’t anything scary.”
One of the things I love about these stories is that they reflect people’s real attitudes towards NHS bowel cancer screening. Research shows reasons why people sometimes put off doing the test include poor knowledge or understanding about bowel cancer and the screening programme, thinking they are not at risk because they have no symptoms, or the test is not important because it is done at home, and emotional responses to being sent the kit — fear of cancer or not wanting to know, finding the test disgusting, or a sense that it is a marker of growing old.
The campaign “Your next poo could save your life” aims to increase uptake of bowel cancer screening across London. It is particularly focusing on those who are less likely to do the test: men, people sent the bowel cancer screening kit for the first time, people in deprived areas, people from some ethnic and faith communities, and people with a learning disability.
To get the message out, the campaign is using ads on London buses, at roadsides, and on social media and radio. Ten priority London boroughs have been selected for community engagement activity with ethnic minority groups: Kensington and Chelsea, Tower Hamlets, Westminster, Newham, Hackney, Southwark, Lambeth, Hammersmith, and Fulham, Barking and Dagenham, and Croydon.
For more information, videos, case studies and campaign resources, please visit healthylondon.org/BCS. Spread the word if you can! The more of us who talk about the importance of bowel cancer screening, the greater the impact we will have.
