Inequalities Update Report

سر ، منہ اور گلے کے سرطان میں عدم مساوات کے خلاف جدوجھد
Tackling Inequalities in Head & Neck Cancer

Project Overview
Mission Statement
“To ensure everyone, whatever their
ethnicity, is aware of Head and Neck
Cancer, the signs to look for, how, where
to seek diagnoses and where to go for
Key metrics
support and help.
Creating awareness for early diagnosis in
all societies could save lives and go a long
way in helping the NHS reach point 4 of
the Core20/Plus5 target **75% of cases
diagnosed at stage 1 or 2 by 2028’’
To educate our young people who can
inform their elders. Importantly, young
people are the next generation of
patients who will come through the NHS
cancer system and be the target
population for our goal of helping the
NHS hit there 2025 target of 75%
diagnosed at stage 1 or 2
75%
Diagnosed at stage 1 or 2
12 MONTH
Project
CHALLENGES
Underlying socioeconomic factors like education, unemployment
and poverty are clear factors contributing to health inequalities.
However, evidence shows that structural racism leads to people
from ethnic minority backgrounds having poorer health
outcomes.
In all broad ethnic groups, head & neck cancer is the fourth most
common cancer type.
Asian, Black, and Mixed ethnic backgrounds have higher rates of
cancer for most cancer types, compared to White people.
A small number of cancer types are more common in certain
ethnic groups compared with White people, including head & neck
cancer (Oral, Nasopharyngeal, Larynx, Tongue), myeloma and
stomach cancer in Black people, gallbladder cancer in Black and
Asian people, and prostate cancer in Black men.
LIFE STYLES
Smoking, Smoking styles, Chewing Tabacco, Eating Paan, Eating
Supari, Obesity. Lifestyles are the main preventable causes of
cancer, and have historically been higher in Non-White groups.
WHY DO DIFFERENCES EXIST?
The differences in cancer incidence between people from
different ethnic backgrounds are largely driven by non-genetic
cancer risk factors such as: -
Main Factors
Language Barriers, Culture, Education, Screening takeup.
Changing Behaviour
The key aim of this pilot involves working on changing behaviour
by engaging with the young community and educating them about
the dangers of Head & Neck Cancer, the signs to look for,
addressing engagement in screening programmes, and
encouraging them to take the message back to their wider
community.
www.theswallows.org.uk
68-70 Waterloo Road, Blackpool, FY4 1AB

Project Overview
LITERARY
Literary is connected to books or formal writing. An example of
literary used as an adjective is the phrase literary magazine, a
magazine about writing, as such we need to be aware of this when
writing material.
Our solution is to address this in the early working groups with
Young People and see what they say about this, it is also
important they help with the design and colour of any material.
We must also consider the impact of current trends in digital
media/messages and if this would be a better option.
WORKING GROUPS
We will create working parties to help design, create and
distribute all materials.
FACTS & FIGURES
1
Racial Health Inequalities

Project Overview
Our project aims to use a range of different approaches to tackling Health Inequalities in head and
neck cancer across Blackpool and Blackburn with Darwen to contribute to the Core20Plus5 target of
75% of cancer cases diagnosed at stage 1 or 2 by 2028.
EDUCATION
The burden of Head & Neck Cancer (HNC) is strongly
socioeconomically patterned, with the highest rates being
observed among people living in the most socioeconomically
deprived communities, such as Blackpool. To address the lack of
knowledge around the signs and symptoms and influential risks of
HNC we aim to educate young people using sport and physical
activity as a vehicle to engage with the intended audience.
Initially we will do some consultation with young people to
ensure that our plans, educational and marketing material will be
suitable to have the highest level of impact. We hope that by
educating young people, they will have the lifelong knowledge to
recognise the signs and symptoms and educate and support their
families and peers in the future.
BAME 1 COMMUNITIES
The overall incidence of HNC continues to rise, with a predicted
30% increase annually by 2030. Ethnically diverse communities
have a particularly high incidence of oral cancer, associated with
chewing of areca nut (betel quid), with or without tobacco. With
35.7% of the population of Blackburn with Darwen from an Asian
ethnic group, it gives us a great opportunity to work within the
heart of the community to do some targeted work to raise
awareness of the signs and symptoms, educate about potential
cultural risks and carry out oral screenings.
PREHAB & REHAB
Racial Health Inequalities
The evidence is growing to support the role of physical activity
during and after cancer treatment. Keeping active throughout the
cancer journey can preserve or improve physical function and
psychological well-being, reducing the negative impact of some
cancer related side-effects. Regular physical activity also has a
potential role in reducing risk of cancer recurrence and
increasing survival. Active Blackpool aim to use this pilot as an
opportunity to introduce prehab and rehab for cancer into their
Exercise Referral pathway by raising awareness of the benefits of
physical activity on a patient cancer journey, providing
information leaflets and home based equipment and deliver
online and in person classes with a specialised L4 Cancer
Rehabilitation instructor.

Project Overview
1
Benefit One
A pilot for change
2
Benefit Two
Delivering equitable change in the inequalities of Head & Neck Cancer
3
4
Benefit Three
NHS Core20|Plus5 Target: Early Cancer Diagnosis ~ 75% of cases
diagnosed at stage 1 or 2 by 2028
Benefit Four
19 year old student in 2022 will be 25 in 2028, maybe married and living with the same
culture and lifestyles
"It is time for Changing Behaviour & Education" Chris Curtis, Head & Neck Cancer
Survivor, Chief Executive Officer of the Swallows Head & Neck Cancer Charity.
Research
Referrals
Research has shown us that the following languages should be in the Pilot Project.
Demographic Population
1. Gujurati
2. Bengali
3. Punjabi
4. Urdu
5. Mandarin
Research Tools
1. Regain study in Warwick chose the above
2. Census 2021 (latest demographics available)
3. Previous attended Health Mela conferences
1. Health Professionals (Hospital Oncology Teams)
2. Health Professional (Local GP's & Dentists & Community Nurses)
3. Local Libraries
4. Sport Centres
5. Universities – Educate young people to help educate the elders
6. Local Authorities
7. Health Watch
8. Local Community Groups
9. Local Business Owners
10. Health Mela Teams
11. Hospital Community Teams
12. Community Shops
13. Community Hubs
14. Place of Worship

Project Overview
EXAMPLE CHANGES
کیا آپ کو پتا ہے کے مندرجہ ذیل چیزیں منہ کے سرطان کا خطرہ بڑھا سکتی ہیں⸮‏
URDU
پان کھانا
سپاری،‏ چھالیہ ، گٹکا وغیرہ چبانا
تمباکو چبانا
شراب پینا
سگرٹ پینا
TRANSLATION
Do You know you have an increased chance of getting oral cancer? If you are,
Chewing Paan?
Chewing Supari?
Chewing Tobacco?
Drink Alcohol?
Smoking?
منہ کے سرطان کی جلد شناخت آپ کی زندگی بچا سکتی ھے
Oral cancer if detected early has an increased chance of survivorship.

Project Overview
Education
آگاہی
تعلیم
Awareness
1
Ignorance
سمجھ
لاعلمی
My Understanding
۔ تہذیب
Culture
سر ، منہ اور گلے کے سرطان میں عدم مساوات کے خلاف جدوجھد
Tackling Inequalities in Head & Neck Cancer

Project Overview
Mission Statement
“To ensure everyone, whatever their
ethnicity, is aware of Head and Neck
Cancer, the signs to look for, how, where
to seek diagnoses and where to go for
support and help.
Creating awareness for early diagnosis in
all societies could save lives and go a
long way in helping the NHS reach point
4 of the Core20/Plus5 target **75% of
cases diagnosed at stage 1 or 2 by 2028’’
PROJECT LEAD
The Swallows Head & Neck Cancer Charity
68-70 Waterloo Road
South Shore
BLACKPOOL
Lancashire
FY4 1AB
01253 428 940
www.theswallows.org.uk
info@theswallows.org.uk
Charity Number: 1149794
Contact
Christopher Curtis
Chief Executive Officer, H&N Cancer Survivor
chris@theswallows.org.uk
07779 169 833
PROJECT COLLABRATION
Blackpool Active
Laura Ivinson
Jenifer Fairfield
Neil Pimlott
FUNDING STAKEHOLDERS
NHS Core20|Plus5~ Cancer Research Northwest ~ Lancashire and
South Cumbria Cancer Alliance ~ NHS Lancashire & South
Cumbria Integrated Care Board
STAKEHOLDERS
Lancaster University Health School ~ UCLAN ~ Crellin Counselling
~ Fylde College ~ NFHW Health Mela - Blackpool NHS Hospital
OTHER PARTNERS
BizAsialLive TV ~ Lyca Gold Radio

Inequalities Project
Update
WHAT HAVE WE
ACHIEVED...
Conducted Market Research
Buiding strong relationships
Appointment of a young student
Mobile Application

Conduct Market
Research
Worked with Lancaster, Blackburn,
Blackpool Universities, carried out a Survey
on the understanding of Head & Neck
Cancer.
Build Strong
Relationships
Built relationships with Key Opioin Leaders
such as Health Professionals, Universities,
Schools, Reseach specialists.
Appointed a local student
(Intermship)
Working with a young student of the team
has helped us gain an insight in to the
importance of young peoples opinions.
Collabration
We are collabrating with other NHS teams
who are working on inequalities of Head &
Neck Cancer and sharing ideas and results.
01
02
03
04

So
Achievements
Far
HIGHLIGHT
FILM
CREATED A FILM TO
EXPLAIN THE PROJECT
DISTRIBUTED THE FILM VIA
SOCIAL MEDIA,
UNIVERSITIES
https://youtu.be/ffB5i39trkg
SURVEY

So
Achievements
Far
HIGHLIGHT
SURVEY RESULTS
56% of respondents to the survey from social media
were in the target age group of the project 18-25.

So
Achievements
Far
HIGHLIGHT
ORAL
SCREENING

YOUNG PERSONS
THOUGHTS
Key actionable changes to adapt awareness material to a younger
audience
Following interviewing three young people from different backgrounds about their
thoughts on the awareness material, these are the changes that could be made to the
material to adapt it to a younger audience.
·Use of pictures of young people instead of adults in the posters to target it to the
correct audience
·Reduce amount of text and increase size of text. Less text is better and then perhaps
more information could be available via weblink and QR code (not everyone can access
QR codes on their phone)
·Brighter colours to be more eye-catching. Mention of the blue and green being eyecatching
so maybe a different colour scheme for the materials associated with this
campaign as an almost sub-brand?
·Bold fonts are effective.
·Poster comes across as ‘aimed at everyone old and young’ and young people may
disregard as doesn’t feel specific to them so suggestion of facts and figures that are
specific to young people so they know its and issue concerning them. ‘Although if it is
trying to be aimed at a young audience, it needs to address that there is an issue with
young people getting this type of cancer’
·More colours and images vs text.
·Statistics should be tailored for target audience.
·Could include more targeted stats about young people’s risks/images that seem more
relatable

Examle Worksheet A
HEAD CANCERHEAD AND NECK CANCER
How would you best describe your knowledge and understanding of head and
neckcancers? (Tick one)
What is your understanding of HPV (Human Papillomavirus)? (tick one)
Have you been vaccinated against HPV?
I have never heard of head and neck cancers prior to this survey
I have heard of head and neck cancers but don't know much about them
I know the signs and symptoms of head and neck cancers
I know someone who had been diagnosed with head and neck cancer.
I have never heard of HPV prior to this survey
I have heard of HPV but don't know much about it
I know the signs and symptoms of HPV infection and how it is transmitted
Yes
No
I'm not sure
Prefer not to say
Created a series of Worksheets for
the educational events