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Cancer Alliance and Macmillan Cancer Support present KPOW! (Know the Power of Words)

By Announcements, Stakeholder Updates, Treatment and Pathways

Humber and North Yorkshire Cancer Alliance has funded a new short film which highlights the experiences of people with a cancer diagnosis.  

KPOW! (Know the Power of Words) shines a light on the importance of language used by clinicians during diagnosis and treatment.   

The film, which the Cancer Alliance co-funded with Macmillan Cancer Support, received its premiere at Hull Truck Theatre on Monday 8th July. After the showing, members of the cast and crew took part in a Q & A session with the attendees.

You can now view KPOW! on the Cancer Alliance’s YouTube channel, here.

KPOW! co-stars and was written by North Yorkshire playwright Libby Pearson. In the film, Libby is one of four friends openly discussing experiences of cancer, and how the way medical and nursing staff spoke and acted towards them during their treatment and care had consequences on their emotions.  

The film also stars Allyson Kent, a former NHS worker, who lives in the East Riding of Yorkshire. Allyson was diagnosed with breast cancer in 2019 and ovarian cancer in 2020 and is now a Cancer Alliance patient representative. 

In KPOW!, Libby, Allyson, Hannah Coysh and Rosie Hamblyn talk about their hope that negative statements can be reconsidered and reframed to be more sensitive and positive. 

Even common words such as “but”, “however”, “until” and “yet” can affect patients living with cancer. Libby, InkBlot Films and the cast hope that their film can inspire clinicians to take the time to consider how their words and actions can leave a lasting, negative impression on their patients.  

The four friends in KPOW! have all been affected by cancer in different ways. Libby lost her father to cancer, Allyson is living with cancer and is a patient representative for the Cancer Alliance, Hannah is a Macmillan doctor, and Rosie is a cancer survivor.  

As they chat about their feelings, they all reveal a shared desire for words to be delivered with kindness and compassion, using clear explanations and active language, with eye contact.

KPOW! combines humour and poignancy to deliver a very potent message of the need for understanding and respect when living with cancer.  

The film was originally conceived and commissioned as a play by Libby, specially written for a Living with and Beyond Cancer conference organised and facilitated by Macmillan GPs Dr Hannah Coysh and Dr Kate Thomas in June 2023. Although visually different, the concept of the film, directed by Jay Sillence of InkBlot FIlms, remains the same. 

Libby said: “As a theatre-maker specialising in issue-based work particularly around health and equality I believe theatre and film are such strong tools in helping people reflect on their own beliefs and behaviour. They can make a huge impact and effect positive change.   

“Making a film was new to almost everyone in the room and the nerves were palpable, but Jay and his team helped transform those nerves into a positive energy that really comes through in the film. Even though the day was long and very tiring, we’d have done it all again the next day.  

“The scenes with Allyson running were fabulous. I scouted the locations and everywhere I turned was a flooded road or a boggy field. Ally and Jay had to negotiate sheep, bogs and tooting cars, but the results are great. Jay, like Ginger Rogers, had to do everything Ally did, but backwards, without the heels! 

“I am hoping that anyone who sees the film, be they health professionals in any role, or those supporting people living with cancer, will consider what they say and how they say it. Think about the impact of words, and truly put the patient at the centre of the conversation.” 

Allyson added: “I worked in the NHS for the whole of my career and am now experiencing life as a patient. Having a cancer diagnosis is life-changing at every level, and words matter. They can give hope or cause real harm. I will never forget those words used that day, and how they made me feel. I am much more sensitive to the words people use now.  

“Normally I’m a very private person, but I want to share my story to make people think about the language they use or how a lack of words impact on patients.” 

On the making of the film, Allyson said: “What an experience! So much behind the scenes work… lighting… fluffing words! The fun of creating something together was an amazing experience and we laughed so much, even though it was a long, long day and we were tired, but we didn’t stop, we didn’t give in.   

“It was an emotional day for me as this is real, this was my story, but I am so proud of what we have achieved.”   

Lucy Turner, Managing Director of Humber and North Yorkshire Cancer Alliance, said: “We are so proud of Libby’s film, the cast’s performances and Jay’s hard work in making KPOW! The subject matter is very close to our hearts, and we are thrilled that we’ve played a part in the process of highlighting this important issue.  

We hope medical and nursing staff will take on board the words used by Libby, Allyson, Hannah and Rosie, and consider how important the language and actions they use with cancer patients are. They can stay with a patient forever.” 

KPOW! (Know the Power of Words) is now available on the Cancer Alliance YouTube channel, here. Please share across your network, particularly with frontline staff who have clinical and non-clinical contact with patients, including:

  • doctors
  • nurses
  • paramedics
  • social workers
  • care workers

NHS partners with Morrisons in Humber and North Yorkshire to put vital cancer awareness messaging on underwear labels

By Awareness and Early Diagnosis

From today, Morrisons shoppers in Humber and North Yorkshire will find NHS advice on underwear labels urging them to contact their GP practice if they spot potential symptoms of breast or testicular cancer.

The Nutmeg branded underwear featuring NHS advice will be in 240 Morrisons stores nationwide, including in Bridlington, Hull, York, Scarborough, Cleethorpes and Scunthorpe. The labels will first appear in boxer shorts, followed by crop top bras in the coming months.

The NHS guidance will be displayed on the fabric labels alongside the standard sizing and care information. There will also be a QR code on the packaging and tags linking customers through to more detailed information on breast and testicular cancer on the NHS website.

Morrisons is the first UK supermarket to roll out the new labels and this first of its kind partnership for the NHS is the latest move in a significant drive to ensure people are aware of the signs and symptoms of cancer.

If people notice symptoms that could be cancer, they should contact their GP practice and come forward for checks as early as possible so they can get the all clear or, in some cases, a cancer diagnosis sooner to give them the best chance of surviving the disease.

Symptoms of breast cancer can include a lump or change in the look, shape or feel of one or both breasts, while symptoms of testicular cancer can include painless swelling or a lump in one of the testicles or any change in shape or texture of the testicles.

Customers can scan the QR code on the tags to be linked directly to more detailed information on breast and testicular cancer.

National figures show that 91% of women survive for at least five years if diagnosed at the earliest stage of breast cancer, where the tumour is small (stage one), whereas this reduces to 39% where the cancer has spread to other parts of the body (stage four). While nearly all men survive testicular cancer, if the cancer has spread, survival for five years or more can reduce to 65%.

Dr Dan Cottingham, Cancer Research UK GP Lead for Humber and North Yorkshire Cancer Alliance, said: “This is the first time the whole of the NHS has worked with a national supermarket brand to put health messaging on clothing, with the aim of encouraging thousands more people to be body aware, so they can spot new or unexplained changes that might be cancer symptoms early, and contact their GP practice for checks if concerned.

“Cancer survival is at an all time high survival for both breast and testicular cancers have improved significantly over the last 50 years and we’re seeing more people than ever before diagnosed with cancer at an early stage but we want to continue this progress and this partnership with Morrisons is just one of many ways we are ensuring people are aware of potential cancer symptoms.

“I want to urge everyone to be aware of their own bodies please look out for lumps and bumps or anything else that is unusual for you and get checked out early, it could save your life.”

More people than ever before are being seen and treated by the NHS for cancer in the last year the number of people receiving lifesaving checks for cancer hit nearly three million (2.92m) more than any other year on record. Thanks to extensive NHS campaigns and early diagnosis initiatives, a higher proportion of cancers than ever before were diagnosed at an early stage in the year 2022/2023 – 58% of cancers diagnosed at stage one or two compared to 56% before the pandemic.

The NHS is harnessing the very latest technology and initiatives such as community lung health checks and trials of a blood test that can detect up to 50 cancers before symptoms appear, to diagnose cancer earlier and achieve its goal of diagnosing three quarters of all cancers at stage one or two by 2028.

The NHS is also accelerating the use of innovations like teledermatology for diagnosing skin cancer, which is already seeing some areas double the number of patients seen and speeding up diagnosis and treatment for tens of thousands with skin cancer.

To find your nearest Nutmeg concession please visit, my.morrisons.com/storefinder.

For more information about how NHS England works with partners on national campaigns visit england.nhs.uk/campaign partnerships.

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