Persistent Heartburn?
Lincolnshire Is Taking Action
Starting in February 2026, to coincide with Oesophageal Cancer Awareness Month, Heartburn Cancer UK worked in partnership with East Midlands Cancer Alliance and Lincolnshire NHS 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 is 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.
Reaching Communities Across Lincolnshire
Starting in February 2026 and running through March 2026, our campaign used a wide range of communication tools and channels to reach communities across the county.
- Expert information was shared with veterans and personnel at RAF Hive community spaces with at 4 local RAF bases; Coningsby, Cranwell, Digby and Waddington.
- Information was also shared at 2 local army bases – the Prince William of Gloucester Barracks at Grantham and the Sobraon Barracks in Lincoln.
- We aimed to raise awareness with the Lincolnshire farming community, and supported the established primary care, pharmacy and dentistry drop-in clinics at agricultural venues.
- Working with the Gainsborough Football Foundation, their community venue displayed videos, and leaflets.
- Adverts on local digital and radio channels.
- Adverts on buses across the county.
- An extensive social media campaign.
- Awareness resources shared with primary care and VCSE colleagues
Read About our Campaign in the Local Press
News of the campaign was featured in local press and online media channels!
Supporting Early Action Through GPs
We’re calling on GP practices and Healthcare Professionals 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
Lincolnshire ICB on Social Media
Thank You for Your Support
We would like to extend our heartfelt thanks to everyone involved in this campaign.