Pharmacists can “allay women’s fears” about breast cancer symptoms as part of an awareness campaign aimed at the over-70s, Public Health England (PHE) has said.

Pharmacies would be issued with leaflets and bags promoting the message that “a lump isn’t the only sign of breast cancer” for the campaign, which launched last week (July 13) and runs until September 6, PHE said.

Charity Cancer Research UK said it expected that women over 70 would see the campaign’s TV adverts an average of eight times, and PHE told C+D that pharmacists “may well want to talk” about the campaign with these patients.

“If they notice the patient is over 70, it’s an opportunity for the pharmacist to have a little chat [about symptoms]. Pharmacists in small communities may know if there’s a family history [of cancer],” a PHE spokesperson said.

Cancer Research UK said the TV adverts promoted the message that one in three women with breast cancer are over 70, and this age group should “not assume you’re past it”. The campaign would also include national press and social media and reinforce the message that breast cancer is more treatable if it is detected earlier, the charity said.

Royal Pharmaceutical Society English Pharmacy Board chair Sandra Gidley agreed that pharmacy teams were “well placed to raise awareness of cancer symptoms and help with early detection”.

“We know that older people visit community pharmacies regularly and trust the advice they get from their pharmacists. If the pharmacist has any concerns about the signs and symptoms of the women presenting to them, they can advise her to visit her GP,” Ms Gidley added.

PHE said the campaign followed a similar national campaign last year, which resulted in a 25 per cent increase in the number of breast cancer cases diagnosed following an urgent GP referral.

Pharmacists can find more information about the campaign and download campaign materials from charity Cancer Research UK’s website.

How do you engage with older female patients?

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