Be Clear on Cancer campaign targets older women to increase early diagnoses of breast cancer

News from our partners Public Health England 

One in three women (33 per cent) diagnosed with breast cancer in the West Midlands each year are aged 70 or over.  This age group also accounts for more than half (55 per cent) of all breast cancer deaths in the region annually, latest figures showⁱ.

This comes as Public Health England launches a new national Be Clear on Cancer campaign, and reminds women to visit their doctor if they spot any changes in their breasts.

Surprisingly, four in ten women in the West Midlands (40 per cent) wrongly think women of all ages are equally likely to get breast cancer, when in fact a woman’s risk of breast cancer increases with age.

Around 1,500 women aged 70 and over are diagnosed with breast cancer in the West Midlands each year, yet survival rates are lower in this age group compared to younger women.  Lack of awareness of symptoms other than a lump, such as changes in the shape or size of the breast, is believed to be one of the reasons for this, which the campaign aims to change.

The earlier breast cancer is diagnosed, the higher the chance of survival – more than 90 per cent of all women diagnosed with the earliest stage survive for at least five years.  This figure is around 15 per cent for women diagnosed at a late stage.

Dr Lola Abudu, consultant in public health for PHE West Midlands, said:

“One in three women who get breast cancer are over 70.  Research shows that women over 70 have low awareness of breast cancer symptoms, other than a lump.  They’re also more likely to delay presenting to their GP with breast cancer, which could ultimately affect their chance of survival.  So if you are women aged over 70, don’t dismiss any breast symptoms as a sign of ageing.”

The Be Clear on Cancer campaign will see new national adverts running on TV and in the press from today (Monday 3 February 2014) until 16 March 2014.

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

“The fact is, women 70 and over are more likely to be diagnosed at a late stage, compared to younger women. 

“When we look at other countries such as Sweden, it is clear that we are losing far too many older women to breast cancer.  In 2009 it was estimated that around 2,000 deaths from the disease could be avoided each year in England if survival rates matched the best in Europe. 

“Whilst we have made good progress in the last decade, we are still lagging behind our international counterparts.  This latest Be Clear on Cancer campaign has an important role to play in helping increase symptom awareness levels, early diagnoses and, ultimately, survival rates.”

Actress Barbara Windsor, 76, has thrown her support behind the campaign.  She said:

“I met a lot of women affected by breast cancer when I was preparing for character Peggy Mitchell’s diagnosis in Eastenders, which made me realise just how important an early diagnosis is.  

“You get to a certain age and think you’re too old for some things, but breast cancer isn’t one of them.”

TV presenter Cilla Black, 70, is supporting the new campaign.  She commented:

“It’s so important to carry on checking your breasts as you get older, because the chance of being diagnosed with breast cancer increases with age.  The earlier it’s caught the better, so know the symptoms, and don’t be afraid to visit your doctor if you are concerned about any potential signs.” 

Actress Miriam Margolyes OBE, 72, also supporting the campaign, said:

“I have always had big boobs and I want to hang on to them.  Surprisingly, one in three women diagnosed with breast cancer are aged 70 or over.  My advice: be vigilant and get checked out if you’re concerned – it could save your breasts and your life.”  

Further information 

Public Health England’s mission is to protect and improve the nation’s health and to address inequalities through working with national and local government, the NHS, industry and the voluntary and community sector. PHE is an operationally autonomous executive agency of the Department of Health. Follow us on Twitter @PHE_uk.  

Be Clear on Cancer campaigns are run by Public Health England, in partnership with the Department of Health and NHS England. 

The Be Clear on Cancer breast cancer campaign was piloted in the Midlands from January to March 2013. 

The Be Clear on Cancer campaign is part of the National Awareness and Early Diagnosis Initiative, run in partnership with Cancer Research UK, to improve England’s cancer survival rates. 

The Government’s priorities for cancer as set out in Improving Outcomes: A Strategy for Cancer (January 2011) includes the ambition to save an additional 5,000 lives per year by 2014/15. 

Sara Hiom, director of early diagnosis and patient engagement at Cancer Research UK, said: “It’s worrying to think that some women over 70 may not be aware of their breast cancer risk, or the signs and symptoms of the disease. In fact, the risk of getting breast cancer increases, as you get older. The sooner that breast cancer is diagnosed, the more likely treatment is to be effective and the chances of beating it are greater – whatever your age.” 

Dr Hannah Bridges, Health Information Lead at Breakthrough Breast Cancer, said: “Last year Breakthrough Breast Cancer supported a parliamentary inquiry which focused on breast cancer in older people following which nine recommendations were put forward with an aim to improving services specifically for this patient population.  One of the key recommendations was a call for steps to improve breast awareness in older women so it is great to see the Be Clear on Cancer campaign being rolled out on a national scale. 

“We fully support the recommendations that came out of the inquiry and will continue to work alongside the group to ensure that the necessary changes are implemented as quickly as possible.”

Mia Rosenblatt, Head of Policy and Campaigns at Breast Cancer Campaign, said: “It is extremely worrying that the majority of women over 70 are unaware that as they age, their risk of breast cancer continues to increase. It is absolutely vital that these women are properly informed about their risk and the steps they can take to ensure they are breast aware.  

“We are delighted, therefore, that the connection between risk of breast cancer and age is being brought to women’s’ attention through a national campaign and hope that this will result in women over 70 being diagnosed at an earlier stage and lead to improved survival rates.”

Breast cancer facts: 

• breast cancer is the most common cancer for women in England with around 41,500 women diagnosed each year
• more than 13,500 women aged 70 and over are diagnosed with breast cancer in England each year, and around 5,400 women in this age group die from the disease annually
• 1,460 women aged 70 or over were diagnosed with breast cancer in the West Midlands in 2011
• 615 women aged 70 or over died from breast cancer in the West Midlands in 2011 

Possible signs of breast cancer include:

• a lump in your breast or armpit
• nipple changes
• changes to the skin of your breast
• changes in the shape or size of your breast
• pain in your breast or armpit 

For more information on breast cancer in women over 70 please visit: www.nhs.uk/breastcancer70