Peace of mind
How do we save lives by detecting cancer earlier in areas of health inequality?
Informed by data and Public Health behavioural insights South Yorkshire Cancer Alliance approached Eski in early 2024 with a challenge to address to a widespread and devastating problem. We were asked to come up with a way of increasing earlier presentation of cancer symptoms amongst target groups where there was a practical and/or psychological barrier to doing so.
We created the “Peace of Mind” campaign to tackle fear of what could be happening in your body, and fear of “bad news” through normalising that when you have a sign or symptom your GP wants to see you. The chances are that you’ll be all right. And if you need treatment, the sooner the better. In other words, if it is cancer, discovering it early, when it isn’t too large and hasn’t spread, improves the chances of successful treatment – detecting cancer early helps save lives.









We worked with clinicians and members of the community through South Yorkshire and Bassetlaw to create campaign materials for the top five cancers that are diagnosed at a late stage, or have a high number of cases: ovarian, bladder, pancreatic, oesophageal, and womb cancer.
Beyond this, including for forms of cancer that do not have symptoms, we have broadened the campaign to promote the importance of screening and start conversations about cancer.
The campaign was delivered digitally, through a range of materials and radio advertising in key areas where a positive difference could be made.
After an effective first phase, the campaign has been expanded to broader cancer groups for an additional 10-months.
Anecdotal evidence from health professionals that the campaign has increased earlier presentation with cancer symptoms which will in turn have helped save lives.

Social media comments
This is a fantastic campaign. All we need now are op’s who will actually see us!
I recently got checked out after bleeding after menopause. It was done in a couple of weeks had scan and was fine. Please ladies go get checked.
At last! A campaign to highlight this form of cancer. The early signs are so easily missed / overlooked / treated as indigestion.
Thank you for highlighting this and bringing awareness.