New campaign to help tackle rise in kidney cancer

New Be Clear on Cancer campaign launched to increase early diagnoses and save lives

More people are being diagnosed with and dying from kidney cancer in England today, compared to 10 years ago according to latest figures. Incidence rates have increased by 31% over the last ten years and mortality rates have increased by 7% over the last decade, with around 3,500 people dying from kidney cancer in England in 2011, according to statistics compiled by Cancer Research UK.

Of those diagnosed with kidney cancer, approximately 71% will survive for at least one year, with around 54% surviving for at least five years. However, the earlier kidney cancer is diagnosed the higher the chance of survival – when diagnosed at the earliest stage, one-year survival is as high as 92 to 97% compared to just 25 to 32% at a late stage.

One of the reasons people do not receive an early diagnosis is believed to be the public’s lack of awareness of key symptoms. Blood in pee – even if it appears just the once – could be a symptom of both bladder and kidney cancer. However, a recent survey shows that the public don’t recognise the seriousness of the sign – almost a third (30%) of people would wait and see if they spotted blood in their pee again before taking any action, which could delay their diagnosis.

These figures have been released as a new NHS Be Clear on Cancer campaign launches today, to drive awareness of blood in pee as a key symptom of bladder and kidney cancers, and encourage people to visit their GP if they spot the symptom, even just the once.

Visible blood in pee is a key symptom in more than eight in ten bladder cancers and over half of kidney cancer patients. However, when asked to name cancer signs and symptoms, only a third (33%) of people mention unexplained bleeding.

Professor Kevin Fenton, Director of Health and Wellbeing at Public Health England, said:

"Receiving an early diagnosis increases the chance of survival for the 16,600 people who are diagnosed with bladder or kidney cancer every year in England.

"Our message is clear – as soon as you spot blood in your pee, visit the GP. It’s probably nothing serious but it could also be a sign of something else that needs treatment, so don’t ignore the symptoms or put off a trip to the doctor."

The Be Clear on Cancer campaign will see new national adverts running on TV, print and radio from Tuesday 15 October until 20 November. As well as face-to-face events taking place across England, West Bromwich Albion has thrown its support behind the campaign.

The Barclays Premier League side is piloting thermochromic urinals in their stadium to help raise awareness of blood in pee as a potential symptom of bladder and kidney cancers. Heat reactive material has been installed in urinals in the stadium’s East stand – when used, the material will turn red.

Chief Medical Officer Professor Dame Sally Davies said:

"Too many people are dying unnecessarily from bladder and kidney cancers because they don’t know the symptoms to look out for that could save their lives. That is why this new Be Clear on Cancer campaign is so important.

Getting people diagnosed early is a crucial part of this government’s drive to have cancer services amongst the best in the world and save an extra 5,000 lives every year by 2014."

Sean Duffy, National Clinical Director for Cancer at NHS England, said:

"Over the last ten years we have seen the incidence rate of kidney cancer increase by 31% which is a substantial climb and largely down to unhealthy lifestyles. Although survival rates have been improving, this rise in cases has led to an increase in the number of deaths from the disease.

"As an increasing number of people are affected by kidney cancer, it’s important that the public are aware of the early signs to look out for, such as blood in pee. Only then will we see an increase in early diagnosis rates and a further positive impact on England’s survival rate. Currently, around 1,000 deaths from bladder and kidney cancer could be avoided in England each year if survival rates matched the best in Europe."

Peter Andre, who lost his brother to kidney cancer in 2012 said:

"My entire family and I were devastated when my brother Andrew died of kidney cancer last year. Getting kidney cancer diagnosed and treated earlier can save your life, which is why this Be Clear on Cancer campaign is so important. I can’t urge you enough, if you spot blood in your pee, even if it’s just the once, visit your GP as soon as possible."

Pat Hanlon, Trustee at Kidney Cancer UK, said:

"This Be Clear on Cancer campaign has an important role to play in increasing symptom awareness of a cancer that, in comparison to others, falls down the pecking order. However, as these new figures show, cases and deaths of kidney cancer have increased over the last 10 years. So, the time has come for people to understand more about this disease and what early signs to look out for."

James Whale, Chairman of the James Whale Fund for Kidney Cancer, the UK’s leading specialist kidney cancer charity, said:

"Like many kidney cancer patients, I had not been aware of any major symptoms until I noticed blood in my pee. I told my wife and she suggested that I visit the doctor but I put it off for a while.

"A short time later I received my diagnosis and, following an operation to remove my left kidney, I was in recovery. I regret not going to my GP as soon as I spotted blood in my pee but this campaign will hopefully stop others from doing the same. The earlier kidney cancer is diagnosed, the better your chance of survival."

Colin Bunce, Chair of Action on Bladder Cancer (ABC) and Consultant Urologist in Barnet says:

"Bladder cancer is the seventh most common cancer in the UK and yet still too many people are not aware of it or the warning signs. This lack of understanding can lead to people being diagnosed at a later stage and result in people dying unnecessarily as they do not receive treatment at the earliest possible stage of their cancer.

"Even though bladder cancer accounts for more than one in every 30 new cases of cancer each year in England, it is still very much in the shadows in terms of national awareness which is why ABC welcomes this new Be Clear on Cancer campaign."