Raising public awareness
2.28 The programmes of action to tackle smoking and improve diet will be supported by coordinated information campaigns at national, regional and local level.
People make their own choices about whether or not to smoke, what to eat and how to live their lives. The role of government is to ensure that people are informed, and that the choices are real. So the campaigns will highlight the extent of the risks to health through smoking and poor diet. They will make information readily available on the help which is on offer for those, especially in disadvantaged communities, who wish to give up smoking or adopt a healthier diet.
2.29 It is also essential that people know how to recognise early signs and symptoms that could indicate cancer, and know when and where to look for advice. This is vital as a first step to ensuring people receive early treatment when necessary, so as to offer the best chances of a good outcome.
2.30 The National Cancer Director will lead the development of a new programme to promote public awareness of the symptoms and signs of cancer and the benefits of early diagnosis. We will work in partnership with cancer charities on this programme. For example, the Department of Health is funding CancerBACUP to develop a public and patient version of the Referral Guidelines for Suspected Cancer which have been produced for GPs, to help alert people to the potential symptoms of cancer, and this will be available from 2001.
2.31 Current levels of public awareness and understanding will be assessed, as will the research evidence related to the impact of different approaches to raise awareness. Further research will be commissioned where necessary.
