A multi-award-winning cancer awareness campaign that generated more than 440,000 video views and prompted four in five people who saw it to start conversations about cancer in Halton is expanding into Warrington and St Helens.
The next phase of the campaign was launched with the support of Warrington’s Own Buses who along with joining the conversation will take the campaign message into people’s everyday journeys, with interior bulkhead advertising across 34 buses expected to reach around 210,000 people every four weeks and help spark simple, local conversations about cancer screening.
Cheshire and Merseyside Cancer Alliance’s Two Minutes of Chat and an Early Screening campaign was created to tackle one of the biggest barriers to early cancer diagnosis – people simply not talking about cancer screening until it is too late.
The campaign was developed after research highlighted that Halton faced some of the lowest early diagnosis rates in Cheshire and Merseyside, alongside high levels of deprivation and entrenched fears around cancer. The challenge was clear: how do you encourage people to engage with a topic many would rather avoid?
Working with Runcorn-born writer and creator of Two Pints of Lager and a Packet of Crisps, Susan Nickson, Cheshire and Merseyside Cancer Alliance developed a campaign rooted in local culture, humour and everyday conversations. Featuring much-loved TV stars Will Mellor and Ralf Little alongside local residents, the campaign was designed to make conversations about breast, bowel and cervical cancer screening feel normal, relatable and less intimidating.
Built around the simple insight that people have an average of 27 conversations every day, the campaign encouraged residents to make cancer screening one of them. Rather than relying solely on traditional health messaging, films, community events, market activations, sports partnerships, businesses and conversation prompts were used to spark discussions in the places where people naturally talk – from pubs and cafés to workplaces, community venues and sporting events.
The results exceeded expectations. The campaign generated more than 440,000 video views, while independent evaluation found that 59% of residents recalled seeing cancer awareness content linked to the campaign. Most significantly, 81% of those exposed to the campaign said it had prompted conversations about cancer.
Now the campaign is rerunning in Halton to encourage the conversations to continue and expanding into Warrington and St Helens, where there are tens of thousands of eligible residents who could benefit from earlier detection through screening that don’t currently take up the offer. For example, In Warrington, fewer men aged 50- 60 complete bowel screening compared with men over the age of 60. In St Helens, whilst 72.1% women aged 50-64 attended their last cervical screening, this is still below the average figure for the wider North West region
The next phase of the campaign will feature Warrington comedian and social media personality Sophie McCartney and work with community partners including Warrington Wolves and Warrington Market to bring conversations about cancer screening into the heart of local communities.
Eluned Hughes, Cheshire and Merseyside Cancer Alliance, said: “Cancer screening saves lives, but we know that many people still feel worried, embarrassed or unsure about taking up their invitation. Two Minutes of Chat is about making those conversations feel easier, more normal and part of everyday life.
“By bringing the campaign into familiar local places – from Warrington Market and community venues to Warrington Wolves and Warrington’s Own Buses – we can reach people where they already are and encourage friends, families, colleagues and neighbours to talk about screening in a simple, supportive way.
“We are proud to see this campaign grow across Warrington and St Helens, building on its success in Halton, and we hope it helps more people feel confident to attend breast, bowel and cervical screening when invited.”
As with the original campaign, local residents will take centre stage alongside recognisable community venues and landmarks. The campaign will continue to use humour, local pride and real conversations to challenge myths, reduce fear and encourage more people to attend screening appointments when invited.
Warrington Borough Council Leader, Cllr Hans Mundry, said: “Warrington’s Own Buses is at the heart of our communities, connecting thousands of people across the town every day, so it is a fantastic partner for this important campaign. By taking the message directly into our neighbourhoods, we can help start more conversations about cancer screening and reach residents in a very effective way.
“I’m proud that our bus company is supporting this award-winning initiative. Early diagnosis saves lives, and if a message seen on our buses encourages more people to attend a screening appointment, it could make a real difference.”
The expansion forms part of Cheshire and Merseyside Cancer Alliance’s wider ambition to improve rates of early diagnosis, when treatment is often more effective and outcomes are significantly improved.
As the campaign rolls out across Warrington and St Helens, residents are being encouraged to join the conversation by sharing their own #TwoMinutesOfChat moments, talking to friends and family about cancer screening and helping to spread awareness within their communities.
Community groups, employers, sports clubs, charities, schools, faith organisations and local businesses can also get involved by becoming campaign supporters and hosting their own Two Minutes of Chat activities.
A free campaign toolkit featuring conversation starters, posters, digital assets and awareness materials will be available to help organisations start conversations about breast, bowel and cervical screening in workplaces and community settings.
Residents are encouraged to look out for campaign activity across social media, community, events including Warrington Wolves Foundation Warrington Market, St.Helens Peter Street Community Centre, and on Warrington’s Own Buses, throughout the year.
Anyone interested in supporting the campaign, requesting a campaign pack or finding out how their organisation can get involved can visit https://cmcanceralliance.nhs.uk/two-minutes or complete the online registration form at Pledge Form.
People can also follow the conversation online using #TwoMinutesOfChat and share the conversations that could help save a life.
