New health campaign highlights the dangers of persistent heartburn.
A major awareness campaign has been launched across Lincolnshire to warn residents that persistent heartburn could be a sign of something far more serious than just indigestion.
Heartburn Cancer UK, in partnership with NHS Lincolnshire Integrated Care Board, is highlighting the link between persistent heartburn and oesophageal (food-pipe) cancer – one of the UK’s deadliest cancers, often diagnosed too late due to missed early warning signs.
Persistent heartburn can be more than discomfort – it could be a warning sign.
Oesophageal cancer facts – a killer that hides in plain sight.
- Cancer of the oesophagus is deadly, especially for men.
- It’s the 7th biggest cancer killer in the UK – the 4thbiggest for men – despite being only the 14th most common. Around 8,000 people die from it each year.
- It’s a cancer that hides in plain sight. People often dismiss the main symptoms of heartburn or indigestion, not realising it’s a warning sign that should be properly checked.
Many people mask the symptoms with over-the-counter remedies rather than seeking medical advice.
However, for some, these symptoms could indicate a pre-cancerous condition, which if found can be monitored, or even undiagnosed cancer.
Early detection significantly improves survival chances.
Raising awareness across Lincolnshire
The campaign will also feature:
- A series of high-profile awareness advertisements on the back of busses across the county.
- Posters and notices in local pharmacies and GP practices. They will also be sharing other awareness information, such as symptom booklets.
- Use of a DAX radio campaign.
- Promotion using both organic and paid for targeted social media.
Oesophageal cancer often remains undiagnosed until it reaches an advanced stage, making treatment difficult.
Dr Sunil Hindocha, Medical Director for NHS Lincolnshire ICB said:
“Anyone who does have persistent heartburn should contact their GP Practice to have it checked out. In many cases it will be nothing to worry about but the earlier we can diagnose any form of cancer the better the outcome is for patients.
“If you’ve been regularly buying off-the-shelf remedies, or your symptoms have lasted for more than three weeks, it’s time to talk to your GP. It might just save your life.”
Fiona Labrooy, Chief Operating Officer at Heartburn Cancer UK, said: “For many people, heartburn is just an occasional inconvenience, but for some, it can be a red flag for something far more serious. This campaign is about encouraging people to think twice about ongoing symptoms.
“We don’t want everyone who gets heartburn after a one-off boozy night out or a meal too late at night to contact their GP. But if it’s persistent, we don’t want people to swallow their discomfort.
“By catching things early, people can carry on with their lives.”
Warning signs include:
- Persistent heartburn or acid reflux
- Difficulty swallowing
- Unexplained weight loss
Heartburn Cancer UK and NHS Lincolnshire ICB anyone experiencing these symptoms for three weeks or more to see their GP practice as soon as possible.
For more details on oesophageal cancer and the work of Heartburn Cancer UK, visit: www.heartburncanceruk.org.