A CANCER awareness campaign directed at residents in Gloucestershire, Avon and Wiltshire, is to run for a month to educate people on classic symptoms of oesophago-gastric cancers.

Be Clear on Cancer aims to raise awareness that ongoing heartburn can be a sign of cancer.

Latest data reveals around 530 people in Avon, Gloucestershire and Wiltshire are diagnosed with oesophago-gastric cancers each year and approximately 438 people die from these diseases annually.

The campaign is urging people from the area to visit their doctor if they have heartburn most days for three weeks or more and coincides with results of a new survey commissioned by Public Health England, which reveals that nationally, only half the population would visit their doctor if they experience prolonged heartburn.

Another symptom highlighted by the campaign is that of difficulty swallowing food. Here the survey found that 70 per cent did not know food sticking in the throat could be a sign of cancer.

Dr Shona Arora, Centre Director for the Avon, Gloucestershire and Wiltshire Public Health England Centre, explained the importance of this campaign:

"People may be reluctant to visit their doctor about persistent heartburn, thinking that it’s something they just have to live with. But heartburn most days for three weeks or more could be a sign of cancer.

“The earlier cancer is diagnosed, the higher the chance of survival. If we’re to improve early diagnosis rates, we need to encourage people with symptoms to go to their doctor, which is what this latest Be Clear on Cancer campaign aims to do.”

It has been estimated that around 950 lives could be saved in England each year if survival rates for oesophago-gastric cancers matched the best in Europe.

Of those diagnosed with oesophago-gastric cancers, more than 9 out of 10 people are over the age of 50 making this the target age group for the campaign.

The four-week campaign will see adverts running nationally throughout England on TV, radio and in the press.

For further information about the signs and symptoms of oesophageal and stomach cancers, please visit www.nhs.uk/ogcancer