Public awareness of the symptoms of bowel cancer is low. But spotting the signs early and getting medical advice could save people’s lives.

Featuring real GPs, the ‘Be Clear on Cancer’ bowel cancer campaign will encourage people who have had blood in their poo or loose poo for more than three weeks to see their doctor. The new adverts aim to make people aware of the symptoms of bowel cancer and make it easier for them to discuss this with their GP.

Bowel cancer affects 33,000 people every year in England with the majority of cases occurring in people over the age of 55. There are 13,000 deaths a year but it can be less deadly if spotted and diagnosed early. More than 90 per cent of people diagnosed with bowel cancer at an early stage survive for at least five years compared with only six per cent of those diagnosed at a late stage.

If England’s bowel cancer survival rates matched the best in Europe an additional 1,700 lives would be saved every year.

Care Services Minister Paul Burstow said:

“No one likes talking about their poo – it’s embarrassing. But bowel cancer is the second biggest cancer killer so we need to get over the embarrassment and talk to someone about it.

“The “Be Clear on Cancer” campaign uses simple messages to make people aware of the key symptoms of bowel cancer and to give them the confidence to talk to their GP if they notice the symptoms.

“No matter how embarrassing it is, talking to your GP can help save your life.”

Dr Harpal Kumar, Cancer Research UK’s chief executive, said:

“Detecting bowel tumours early, before they’ve had a chance to spread, can significantly stack the odds in the patient’s favour. Bowel cancer is currently the UK’s second biggest cancer killer. If people respond to this campaign - and take up bowel screening when invited to do so - we have a chance of pushing bowel cancer well down the league table of killers. We urge people to overcome their fear. For most, any symptoms will turn out to be nothing to worry about. But for those people with cancer, the earlier they go to their doctor, the more likely they are to survive.”

Mark Flannagan, Chief Executive, Beating Bowel Cancer and Deborah Alsina, CEO, Bowel Cancer UK said:

"We’re delighted to be supporting the Be Clear on Cancer bowel cancer awareness campaign which will play a vital role in raising awareness and saving lives. Bowel cancer can be beaten if diagnosed early. But often people don’t recognise that they are experiencing symptoms of bowel cancer until it’s too late. Most changes in bowel habits probably won’t be cancer but if they are it is much better to be diagnosed and treated as quickly as possible. 

By encouraging people to act when they recognise symptoms, this campaign has the potential to save thousands of lives. So if you notice a change that lasts three weeks or more - whether it’s looser poo, blood in your poo or anything else that is unusual for you, go and tell your doctor as it could save your life."

The ‘Be Clear on Cancer’ campaign was piloted in the South West and East of England in January 2011. In those areas, GPs saw the number of people over the age of 50 presenting with the relevant symptoms increase by 48 per cent – about one extra patient per practice per week.

The adverts will appear on TV, radio, online and in newspapers in England for nine weeks from today (Monday 30 January) until the end of March.