Spotlight

 “Be the Early Bird” Campaign

The Detect Cancer Earlier (DCE) Programme campaign, Be the Early Bird aims to empower adults aged 40+ in deprived areas to act early on possible cancer symptoms. Recent work has involved multi-channel strategies including paid media, roadshows, and digital tools to increase awareness and drive behaviour
change.

A new character, “Bonnie the Seagull”, has helped highlight head and neck cancer symptoms. This has included updated creative materials and expanded community engagement. The campaign exceeded the planned targets for awareness, engagement, website visits, and message recall, and helped to tackle barriers to early detection. The success of this approach highlights the importance of trust-based engagement in improving cancer outcomes and reducing disparities across Scotland.

What they said:

We spoke with a security guard in the nearby shopping centre. She told us she had a lump in her neck, but she also had existing thyroid problems, so she was putting it down to that. We encouraged her to call her GP Practice. She came back today to tell us she’d called the practice first thing, has an appointment for 10.30am.
DCE roadshow staff member.

I saw your advert on TV last year and it made me realise I’d not done my bowel screening the last couple of times. Absolutely no reason for it, I just didn’t realise how important it was. I got it done after seeing your advert a few times and it stuck on my head. I ended up having to get polyps removed so I was very lucky.
DCE roadshow visitor.

Clinical Review of Scottish Referral Guidelines for Suspected Cancer

The Scottish Referral Guidelines (SRGs) for Suspected Cancer underwent a rigorous clinical review. This included commissioning evidence reviews, considering a wealth of data and statistics, and undertaking extensive stakeholder engagement from primary and secondary care. Supported by Cancer Research UK and Healthcare Improvement Scotland, the clinical review process, which was carried out over a 12 month period, saw around 210 people attend a peer review session. Over 120 pieces of evidence analysed and over 230 pieces of valuable feedback were received and considered from key stakeholders and networks across NHS Scotland.

The review’s robust methodology was recognised internationally, earning CfSD an invitation to present at the Cancer in Primary Care Research International Conference in 2025.

What the patient said:

I found it very interesting and it was a highly effective meeting where the first draft of the guideline was completed during the meeting. I don’t think I’ve ever attended a meeting where so much was achieved in one meeting.
Skin Cancer PRS attendee