Forty-two per cent of us will develop some form of cancer and 29% of us will die from it, costing the UK around £16.6bn each year. The anxieties surrounding cancer often prevent people from seeking medical help. Be Clear on Cancer was an initiative designed to cut through this and influence those with possible cancer symptoms to seek help faster. To ensure effective use of public money a process of testing activity locally and piloting regionally before going national was adopted. Since the campaign, there has been a 62% and 29% increase in patients aged over 50 visiting their GP about the symptoms highlighted in the lung and bowel cancer campaigns respectively, whilst during the same time the rise of visits to GPs with symptoms not directly featured in the campaign rose by a maximum of 4%.Be Clear On Cancer