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The ‘Be the Early Bird’ flock are taking flight once again

Our Detect Cancer Earlier campaign  ‘Be the Early Bird’ is going live this week.  We’re extending the campaign period for this phase with a multichannel approach running through to November - radio and digital from this week, followed by TV and outdoor from 1 October.

As a reminder, the 'Be the Early Bird' campaign was built on insight that fear prevents people from seeking help with possible cancer symptoms and aims to tackle this head-on. The campaign reinforces how finding cancer earlier can lead to better outcomes, empowering adults aged 40+ across Scotland - especially those in more deprived communities - to overcome their fears and contact their GP practice or dentist about unusual, persistent symptoms.

Key messages

  • Anyone, particularly those aged 40+, with persistent symptoms unusual for them is being urged to ‘be the early bird’ and contact their GP practice.
  • If you’re worried about a possible cancer symptom, your GP practice wants to know.
  • Possible cancer symptoms could include unexplained bleeding, unusual lumps, unexplained weight loss or something that doesn’t feel normal for you.
  • Finding cancer earlier can mean there’s more treatment options available, a greater chance of living well after treatment and better news to tell the family.
  • For more information visit getcheckedearly.org

Multichannel approach

We're using an integrated, multichannel strategy combining paid advertising, PR, community roadshows and partnerships to reach the target audience multiple times, build trust and enable action. The getcheckedearly.org website supports this by providing detailed information, real-life stories of people living well after treatment, and a symptom checker tool for those with concerns.

This is the laydown of the 2025/26 campaign

Campaign Laydown Dates - Detect Cancer Earlier - Sept 2025-2

Resources for you

All of our campaign assets are available in the SG Marketing Resource Centre - Detect Cancer Earlier

Please share these materials with your audiences - your support makes a real difference to this vital campaign, and we really appreciate your support. Please get in touch if you have any questions.