Oesophageal Cancer Awareness Month 2026
This February 2026, Oesophageal Cancer Awareness Month, Heartburn Cancer UK delivered a pan-London oesophageal cancer awareness campaign in partnership with London’s NHS Cancer Alliances. The campaign aimed to raise awareness of persistent reflux-related symptoms, support earlier GP presentation, and help reduce late diagnosis across the capital.
Working with key Cancer Alliances, the campaign focused on communities at higher risk and areas experiencing greater health inequalities, using clear, consistent messaging to challenge the normalisation of ongoing heartburn and indigestion.
Our Pan-London Partners
We were delighted to be working alongside London’s leading NHS Cancer Alliances to deliver this pan-London awareness campaign. By collaborating, we reached communities across the capital, combining expertise, local insight, and trusted networks to raise awareness of oesophageal cancer and support earlier diagnosis.
Our thanks go to:
SELCA – South East London Cancer Alliance
SELCA covers parts of South East London (Southwark, Lewisham, Lambeth, Greenwich, Bromley and Bexley), bringing together NHS organisations, local authorities and charities to improve cancer prevention, early diagnosis and patient outcomes.
NCLCA – North Central London Cancer Alliance
NCLCA serves Barnet, Camden, Enfield, Haringey and Islington, with a strong focus on early diagnosis, improving screening uptake and supporting faster referral pathways.
NELCA – North East London Cancer Alliance
NELCA covers Barking & Dagenham, Hackney, Havering, Newham, Redbridge, Tower Hamlets, Waltham Forest and the City of London. It prioritises health inequalities, community engagement and early diagnosis.
RMP – RM Partners (West London Cancer Alliance)
RMP works across West London and parts of North West and South West London, focusing on early diagnosis, treatment quality, personalised care, and close collaboration with community partners to raise awareness and support patients.
Campaign Objectives
This campaign was designed to help people recognise the early warning signs of oesophageal cancer and feel confident taking action when symptoms persist. By using clear, relatable messaging, it aimed to increase the number of people who seek GP advice earlier, particularly when heartburn, reflux or swallowing problems last for three weeks or more.
Alongside encouraging earlier presentation, the campaign worked to improve understanding of Barrett’s oesophagus and the factors that increase risk. A strong emphasis was placed on reaching communities experiencing higher levels of deprivation, where awareness and access to information can be limited and late diagnosis more common.
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.
Difficulty swallowing, frequent throat clearing, coughing, or choking Hoarse voice and/or sore throat Burning sensation or pain behind the breastbone Food coming back up after eating, bending, or exercising Sour taste in the back of your mouth or bad breath Hiccups and/or burping
If symptoms last for more than three weeks, see your GP. Seeking medical advice ensures any potential issues are addressed promptly. Early action is key to improving early diagnosis and survival rates.
Who the Campaign was For
The campaign was aimed primarily at adults aged 45 and over who may be at increased risk of oesophageal cancer due to lifestyle, health, or medical factors. This includes current or former smokers, people who regularly drink alcohol above recommended levels, individuals who are overweight, and those with diets low in fruit and vegetables. People experiencing ongoing heartburn, acid reflux or indigestion are a key focus, especially when symptoms have become part of daily life.
Men are a central audience, as they are more likely to be diagnosed with oesophageal cancer and often slower to seek help. The campaign also recognises the influence of partners, spouses and family members in prompting help-seeking behaviour.
Beyond individuals, the campaign engages wider communities. Pharmacists, faith leaders, retail staff, pub landlords, sports groups and other trusted local influencers help normalise conversations about symptoms. By embedding the campaign into familiar settings, particularly in areas of higher deprivation, the campaign works to reduce inequalities and ensure more people know when to seek medical advice.
Our Message
People describe the same concerning symptoms in different ways- heartburn, acid reflux, indigestion, ‘acid’, or food feeling like it’s sticking. Regardless of the words used, persistent symptoms should not be ignored.
“Whatever you call it. If it keeps coming back, check with your GP.”
Through clear, consistent messaging and community engagement, this campaign aimed to support faster diagnosis and better outcomes for people across London.
How We’re Reaching People
In February 2026, the campaign was visible across London, helping local people recognise persistent heartburn and understand when it’s time to seek medical advice.
To reach those who need it most, the campaign appeared across multiple everyday touchpoints. Outdoor posters on bus shelters and high streets capture attention during daily routines, while posters and beer mats in pubs provide a familiar context for sparking conversations about symptoms.
Retail placements were carefully chosen to be near heartburn remedies, highlighting the importance of recognising persistent symptoms at the moment people are most likely to take action. Digital channels amplifed these messages, with sponsored posts on Facebook and Instagram, Google search ads, and a dedicated microsite offering trusted information on symptoms, risk factors, and next steps.
Community engagement was at the heart of the approach. Pharmacists, faith leaders, sports groups, and other local influencers supported the campaign by encouraging open dialogue, making it easier for people to talk about symptoms and seek help. By meeting people where they are, in the places they live, shop and socialise, the campaign transformed awareness into action, helping more Londoners take their symptoms seriously.
Bringing Heartburn Awareness to London for Oesophageal Cancer Awareness Month 2026
Did you look and listen out across London as the campaign rolled out?!
- Outdoor media adverts and posters across London
- Radio advertising across digital radio including Capital Radio, Heart, Smooth, LBC, Radio X, Gold, Capital XTRA, plus nationwide in Superdrug stores! – listen here.
- Digital ads and display material sent to pharmacies and in-store radio in Superdrug.
- Advert screen placements at Tesco, Sainsburys and Asda London-wide throughout February.
- Pub beermats across London and posters in washrooms.
- Extensive social media coverage, including sponsored ads on Facebook and Instagram, and also across google.
- Press coverage in media across the capital.
- A dedicated campaign website: https://www.oesophagealcancerawarenessmonth.com/
Spotlight on Oesophageal Cancer in London
Check out the bright orange projections across key London landmarks!
Read about the Campaign in the Press
Our Oesophageal Cancer Awareness Month campaign across London was featured in the press, helping us spread the vital message that persistent heartburn can be more than just reflux, heartburn or indigestion.
This coverage supported our work to raise awareness of the signs and symptoms of oesophageal cancer, encourage earlier conversations with GPs.
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
Useful Resource
SELCA have provided a useful resource, a bitesize module on oesophageal cancer, which can be completed in 10 minutes and provides guidance regarding diagnostic tests, including information on local urgent direct access diagnostic pathways, and enables professionals to refer patients with confidence.
Thank You for Your Support
We would like to extend our heartfelt thanks to everyone involved in this campaign.