Persistent Heartburn?
Nottinghamshire Is Taking Action
Starting in January 2026, to coincide with Oesophageal Cancer Awareness Month in February, Heartburn Cancer UK worked in partnership with East Midlands Cancer Alliance and Nottingham and Nottinghamshire Integrated Care Board (ICB) to deliver a targeted awareness campaign focused on persistent heartburn and its link to oesophageal cancer.
The campaign aimed to encourage people to recognise ongoing heartburn, indigestion or acid reflux – particularly symptoms lasting three weeks or more – as a reason to seek medical advice, rather than something to self-manage or ignore.
By improving awareness and confidence to act, we wanted to help people understand when heartburn is no longer “normal”, where to go for support, and why early action matters. Earlier diagnosis can lead to better treatment options and improved outcomes.
Whether you’re experiencing symptoms yourself, supporting someone with persistent heartburn, or working in healthcare, this campaign was about starting conversations, sharing trusted information and reminding everyone that early action saves lives.
Why Heartburn Isn’t Always Harmless
Heartburn is a part of daily life for many people, but few are aware of the risks of long-term heartburn.
Heartburn, also known as acid reflux or indigestion, occurs when the sphincter (muscular valve) at the bottom of the oesophagus (food pipe), does not work properly, allowing stomach acid to flow back into the oesophagus, causing pain and irritation. It is familiar to almost everyone and is often dismissed as minor and treated with off-the-shelf medicine.
However, persistent heartburn may signal something more serious, including oesophageal cancer or Barrett’s oesophagus, a potentially pre-cancerous condition. Most people with Barrett’s don’t go on to develop cancer. But people who have it are normally monitored regularly to check that the cell changes don’t develop into cancer.
Oesophageal cancer is the seventh biggest cancer killer in the UK and the fourth biggest for men. Because warning signs are often overlooked, the disease is often diagnosed late when treatment is difficult.
Lifestyle changes can reduce heartburn and related risks. Avoiding late-night meals and reducing triggers like spicy foods or alcohol can make a difference.
Know the Symptoms. Be Heartburn Aware.
✅ Burning sensation or pain behind the breastbone
✅ Sour taste in the back of your mouth or bad breath
✅ Food coming back up after eating, bending, or exercising
✅ Difficulty swallowing, frequent throat clearing, coughing, or choking
✅ Hoarse voice and/or sore throat
✅ Hiccups and/or burping
If symptoms last three weeks or more, see your GP. Recognising early warning signs and seeking medical advice ensures any potential issues are addressed promptly. Early action is key to improving early diagnosis and survival rates.
A Local Story: John from Mansfield
John, from Mansfield, had a long history of gastro-oesophageal reflux symptoms, which he had largely self-managed prior to diagnosis.
As his symptoms worsened, he sought medical advice and after investigations, was diagnosed with oesophageal cancer.
John’s story was featured in regional and national press, including The Daily Mail and The Express, and was also covered by the BBC.
Connecting with Communities Across Nottinghamshire
Starting in January 2026 the campaign used a wide range of communication in the Mansfield and Ashfield areas, including:
- Campaign material in GP surgeries
- Billboard advertising
- Advertising with Mansfield Town Football Club, look out for our messaging on match days and we were at the club on 10th February 2026 for the match against Peterborough
- Local newspaper, press and radio coverage
- Social media activity
Check our for our digital display advert outside Primark in Mansfield!
Throughout February our campaign material was on display as a digital advert outside the Primark store in Mansfield.
See our for our advert in The Chad
We featured in The Chad, the local news magazine in the Mansfield and Ashfield areas.
Raising Awareness at Mansfield Town FC
Over 7,300 fans were at Mansfield Football Club on 10 February, and team members from NHS Nottingham and Nottinghamshire, East Midlands Cancer Alliance and Cyted were there using the power of sport to talk to fans about something that really matters – oesophageal cancer awareness.
Those attending are members of our local campaign team, a collaboration between Heartburn Cancer UK, East Midlands Cancer Alliance and NHS Nottingham and Nottinghamshire, working together to raise awareness of oesophageal cancer across the Mansfield and Ashfield areas.
With 818 people attending the Members’ Enclosure marquee – where the stand was located – it was a fantastic opportunity to reach a wide and diverse audience. The display featured leaflets, business cards, giveaways, pull-up banners and even an oesophagus model, which proved to be a real conversation starter.
Branded Heartburn Cancer UK merchandise, including squishy balls, pens and trolley coins, were placed on tables alongside information leaflets. These small touches helped spark meaningful conversations with members of the public.
Many people shared their own experiences of persistent heartburn or spoke about loved ones affected by cancer. While some conversations were understandably emotional, there was a strong recognition of the importance of early diagnosis.
Alongside raising awareness of oesophageal cancer, conversations also included lung cancer screening and broader screening programmes, highlighting the value of community-based engagement. Social media posts shared on the night helped extend the reach even further.
We would like to extend our sincere thanks to the team members from NHS Nottingham and Nottinghamshire, East Midlands Cancer Alliance and Cyted for their commitment and collaboration. Opportunities like this show the power of partnership in helping more people recognise the signs of oesophageal cancer and seek help sooner.
Did You Hear our Radio Advert!
Throughout January and February we advertised on Mansfield 103.2 FM.
Supporting Early Action – Join in the Campaign
We’re calling on GP practices, Healthcare Professionals and community organisations to help us raise awareness by sharing key messages with your patients.
We have put together a toolkit of information and assets for Healthcare Professionals.
Help Us Spread The Word!
We actively promoted the campaign in local press and social media.
Help us spread the word by connecting with us on social media. Like, follow, and share our posts to raise awareness about oesophageal cancer.
Heartburn Cancer UK on Social Media
NHS Nottingham and Nottinghamshire ICB on Social Media
Thank You for Your Support
We would like to extend our heartfelt thanks to everyone involved in this campaign.