New campaign launched targeting early detection of rising cancer in Merseyside

A new public awareness campaign aiming to help men in Kirkby and Birkenhead spot the early signs of head and neck cancer.

This early detection is key to increasing their chances of life-saving treatment. Head and neck cancers are little-known by the public despite becoming more common, especially in Merseyside.

The campaign is being run by Cheshire and Merseyside Cancer Alliance (CMCA) with support from Caja Ltd., a transformation consultancy specialising in health and social care.

The light-hearted 10-week campaign uses a cartoon character, Hanc, to prompt people to check their head, face, and neck for anything unusual each month. The self-checking routine has the slogan: “Give a T.O.S.” – which stands for Touch, Open Wide, Speak.

These are three quick steps that help people check for potential symptoms:

• Touch – Check for lumps on the neck, lips, or in your mouth
• Open Wide – Look for ulcers or red/red‑and‑white patches in your mouth or on your
• tongue
• Speak – Listen for hoarseness in your voice

People with symptoms for three weeks or more are being urged to seek advice from their GP surgery.

The campaign is largely focused on Birkenhead and Kirkby, which have some of the highest levels of head and neck cancer in the region. It’s targeting those most at risk from head and neck cancer – men aged 40 and over who smoke and/or drink heavily.

Whilst the campaign is focused primarily on men – as more than two in three people who get head and neck cancer are male – it is important that everyone stays vigilant to these symptoms.

The campaign, which is running until April, is using behavioural‑science approaches to motivate people more effectively with messaging shaped by insights gathered from 74 local men.

The campaign activity will appear across social media and in local venues with materials including mirror stickers, beer mats, and air fresheners in pubs, bars, barber shops, and other places popular with the target audience.

There will also be a targeted GP surgery communications campaign in Kirkby and Birkenhead, with information being sent out to men who are at high risk. 

Jon Hayes, Managing Director of CMCA, said:

“Millions of men across the UK already carry out regular checks for signs of cancer. By helping more people in Kirkby and Birkenhead do the same for head and neck cancer, the campaign aims to reduce inequalities and improve outcomes for those most at risk.

“The core ambition of the campaign is to encourage those at highest risk of these cancers to check themselves monthly for potential signs. The more aware we can be of changes to our body, the earlier we can seek advice and the better chance we have of getting effective treatment.”

“We want men to give a T.O.S. about their health and not ignore it if something is wrong.”

Find out more on the Cheshire and Merseyside Cancer Alliance website.

Find all the latest Liverpool news here.

Find out what’s good up North on our new platform, The Northern Guide. 

From the best hotels, beauty spots, days out, food and more up North – visit thenorthernguide.com and follow The Northern Guide on Instagram HERE.