#DemandingHope: Fighting Oesophageal Cancer with Urgency and Impact
In 2024, to mark our 20th anniversary and in line with Oesophageal Cancer Awareness Month held in February, Heartburn Cancer UK set out on a bold mission: to demand action for Oesophageal cancer.
Oesophageal cancer is a silent killer. Too many lives are lost because early warning signs—like persistent heartburn—are often ignored or misdiagnosed. That’s why we launched the #DemandingHope campaign: a powerful call to action for faster diagnosis, better awareness, and real hope for those affected by this deadly disease.
Our campaign honoured those who’ve lost their lives, supports those currently battling, and fights for those who don’t yet realise they’re at risk. #DemandingHope was our rallying cry to save lives.
Campaign Objectives
- Encourage early testing: We invited people with persistent heartburn to sign up for a free capsule sponge test at The Lanesborough Hotel in London during Oesophageal Cancer Awareness Month (February 2024)
- Raise awareness: Educating the public that persistent heartburn isn’t just uncomfortable—it could be a sign of Oesophageal cancer or its precursor, Barrett’s oesophagus
Campaign Strategy
Our approach was multi-pronged and impactful, combining national media outreach with targeted local action.
Nationwide Media Blitz:
We launched a hard-hitting press campaign titled “Cancer Killer Hiding in Plain Sight.” This campaign focused on raising awareness about the importance of a simple, lifesaving diagnostic test that could prevent thousands of deaths. Our message was clear: “We have the test. We know it works. But people are dying while we wait.”
Compelling Campaign Visuals:
Compelling visuals were shared across social media platforms.
Targeted Free Testing:
In partnership with The Lanesborough, we ran a free testing programme for high-risk groups: hospitality workers and taxi drivers. These professions face increased risk due to their environments and lifestyles, making them key targets for our message. Our initiative received strong backing, with double page coverage in Taxi Magazine and direct email outreach to the London Taxi Drivers Association (LTDA).
Powerful Video Stories:
We used video storytelling to amplify the voices of those impacted by Oesophageal cancer and to show the urgent need for early testing:
- Campaign Launch: A video launching our #DemandingHope campaign
- Calling All Cabbies, Chefs, and Concierges: A direct video appeal inviting hospitality workers and taxi drivers to get tested
- Fernando’s Story: A moving tribute to Fernando, a beloved Lanesborough Hotel employee who lost his life to Oesophageal cancer
- Two Lives, Same Tragedy: A powerful film featuring our founder Mimi McCord and Jo Stevenson Timini, both of whom lost their husbands to Oesophageal cancer in their 40s. Their stories show the devastating impact of late diagnosis
Campaign Imagery:
We captured striking images of the mobile testing unit at The Lanesborough, which became a hub of activity during the campaign.
Campaign Results
The impact of #DemandingHope was nothing short of remarkable.
- 30 major press and media outlets including The Guardian, The Mail, The Independent, and The Sun ran the story, raising unprecedented awareness
- Coverage reached an online audience of 470m people and was viewed 4.15m+ times
- Our testing programme was 250% oversubscribed, highlighting the immense demand for early diagnosis
- Most importantly, the campaign detected twice as many pre-cancers as usual, potentially saving countless lives and paving the way for future initiatives.
Our Success, Your Support
None of this would have been possible without the incredible support of our community, partners, and dedicated team. We extend our heartfelt thanks to The Lanesborough, Cyted Health, Cleveland Clinic, and Rehan Haidry and his team for making the capsule sponge testing programme a reality.
Industry Recognition
We’re also incredibly proud to have been recognised with the ‘Small Charity, Big Achiever’ Award at the prestigious Third Sector Awards 2024 for our groundbreaking #DemandingHope campaign.
Together, we are making real strides in the fight against oesophageal cancer, and we’re just getting started. Thank you for being part of this transformative journey.
