Improving Cancer Survival – for your Patients
Oesophageal Cancer
A Deadly Cancer that Hides in Plain Sight
 As a healthcare professional, you’ll know persistent heartburn is not normal.  
 But because heartburn is so common – you, and most other adults, have probably experienced it at some stage – it’s easy to downplay, ignore or dismiss even when it comes back again and again, often with no obvious cause. 
Cancer of the oesophagus is one of the UK’s least survivable cancers. This is often because it’s diagnosed far too late. 
Symptom awareness that leads to early diagnosis is key to improving survival. The signals can be there. They’re just not treated in the right way. 
 In the stories of people who have died of oesophageal cancer, we often hear phrases like ‘She had heartburn for years but thought it was normal’ and ‘He just kept taking the Gaviscon and got on with it’.  
 It’s a world littered with missed opportunities. 
 We’re determined to change that…with your help. 
Not all Heartburn is Harmless Â
 Cancer of the oesophagus is deadly, especially for men
- It’s the 7th biggest cancer killer in the UK – the 4th biggest for men – despite being only the 14th most common. Around 8,000 people die from it each year. Â
- It’s important to get untreated heartburn under control – even in younger people – as a cancer prevention measure. The acid causing the symptoms also causes the cell damage that can later lead to cancer. Â
- If someone finds out they have the potentially precancerous condition, Barrett’s oesophagus, it can worry them, but it can also be seen as a gift. Most people with Barrett’s DO NOT go on to develop oesophageal cancer. But it is the earliest of early warnings.  It’s a risk factor that can be monitored and managed through ongoing tests, medication and lifestyle changes. Â
- Self-medicating with over-the-counter or off-the-shelf products, such as Gaviscon or Rennie, should always be seen as only a short term solution. At pharmacies, people buying the treatments should be told, if their symptoms continue for three weeks or more, they should speak to their GP practice and get it checked. Â
An Extensive Toolkit of Awareness ResourcesÂ
We have developed an extensive range of awareness material and reousrces to help you raise awareness of Oeosphageal cancer and the danger of ongoing heartburn.
Our toolkit is designed for use by pharmacies, GP practices, NHS Trusts, Integrated Care Boards, Cancer Alliances, and other healthcare settings. It brings together clear, evidence-
based resources to support conversations with patients and promote awareness of symptoms and early action.
The toolkit includes:
- Key messages for healthcare professionals to support early recognition and referral
- Suggested social media posts and supporting text
- Patient-facing graphics and posters
- Videos that can be used on websites and social media platforms
- Digital assets for display screens
- Leaflets and educational resources about persistent heartburn, Barrett’s
oesophagus, and oesophageal cancer
Key Messages to Share
Encourage people to speak to their GP if they experience:
- Persistent heartburn, acid reflux, or indigestion for three weeks or more
- Difficulty or pain when swallowing
- A persistent unpleasant taste in the mouth or hiccups
- Unexplained weight loss
- Long-term use of over-the-counter indigestion remedies without review may mask more serious underlying conditions.
- Early assessment can provide reassurance – or enable earlier diagnosis, which can significantly improve outcomes.
February is Oesophageal Cancer Awareness Month Â
All resources in this toolkit can be used at any time of year but are especially useful during
February to support Oesophageal Cancer Awareness Month campaigns, a key opportunity to
amplify the message that persistent heartburn is not normal and can be a sign of oesophageal
cancer.
How you can get Involved
We’re calling on GP practices, Pharmacies 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.
You can support your patients by:
- Watching a recent webinar where GP Julie Smallwood discusses heartburn and Oesophageal cancer with HCUK Honorary Life Governor, Tim Underwood, Professor of Gastrointestinal Surgery at the University of Southampton
- Displaying posters in your waiting areas
- Adding leaflets to your reception desk and consulting rooms
- Using our materials on your digital screens to highlight key symptoms and actions
- Following our social media profiles and sharing our posts
- Signposting patients to our support groups
Watch the Webinar
In this insightful webinar, GP Julie Smallwood sits down with HCUK Honorary Life Governor, Tim Underwood – Professor of Gastrointestinal Surgery at the University of Southampton -to discuss the critical link between persistent heartburn and oesophageal cancer. Together, they explore the importance of early diagnosis, the risks associated with untreated heartburn, and practical steps for improving patient outcomes.
You can request access to a recording of the webinar by emailing Wessex Cancer Alliance:Â wessexcanceralliance@wca.uhs.nhs.uk
Signpost Patients to our Support Groups
We know that facing a diagnosis of Barrett’s oesophagus or oesophageal cancer can feel overwhelming – but patients don’t have to go through it alone.
We facilitate a number of support groups, both online and in-person. They offer a space to connect with others who understand what individuals are going through, share experiences, and find support.
Whether your patient is newly diagnosed, in treatment, or adjusting to life after surgery, there’s a group for them.
Watch and Share Patient Stories
We regularly share powerful stories from people whose lives have been profoundly affected by oesophageal cancer. Real-life experiences offer invaluable insight into the impact of this disease and the importance of early diagnosis.
We encourage you to watch and share our videos to help raise awareness and start vital conversations within your community. You can share using the YouTube share link, or download the video files from our google drive folder.Â
Read our Patient Stories
Join the Conversation on Social MediaÂ
Help us spread the word by connecting with us on social media. Like, follow, and share our posts to raise awareness about oesophageal cancer. By joining the conversation and encouraging others to do the same, you’ll play a key role in ensuring more people recognise the symptoms and seek help early. Together, we can make a difference.
Follow us on:Â
Get it Checked
Real-life experiences from patients, family members and healthcare professionals remind us all of the importance of early diagnosis.
Please share our ‘Get it Checked’ videos to help raise awareness. You can use the YouTube share link or download from our google drive folder.
Use our Social Media Toolkit
We encourage you to share our messages across your channels and help amplify the message that not all heartburn is harmless:
- Repost and share our social media posts
- Share Jenny’s story on your websites and across your social media platforms
- Share our montage video’s of patients and Healthcare Professionals reminding us all that persistent healthcare is not normal and to Get It Checked!Â
- Download our ready-to-use static social media graphics
Display our Campaign on your Digital Screens
Help raise awareness in your practice or pharmacy by sharing our campaign messages on your digital display screens. We’ve created a range of engaging, ready-to-use assets (static images and movie files) that highlight key symptoms and the importance of early diagnosis. By featuring these on your screens, you’ll be helping to inform more people and encourage them to seek medical advice when it matters most.Â
Download static images plus video files from our google folder.
Download and Print A4 Posters
Self print A4 posters are available for you to display in your healthcare settings. Click on each item below to view and print a digital PDF, or download from our google drive folder.
If your organisation would prefer to receive a stock of professionally printed materials you can order supplies, see details below and we will ensure they are delivered directly to you.
Display Our Leaflets
We have a number of leaflets available for you to display in your healthcare settings. Click on each item below to view and print a digital PDF, or download from our google drive folder.
If your organisation would prefer to receive a stock of professionally printed leaflets you can order supplies, see details below and we will ensure they are delivered directly to you.
Order Printed Supplies of Literature
We have printed supplies of A4 posters and leaflets that are available for distribution and display in pharmacies, GP surgeries and Gastroenterology departments. You can order supplies by using the form, use the button below.