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East Stand pilots NHS scheme

PUBLISHED

18:30 1st November 2013

Baggies show kidney & bladder cancer the red card

ALBION will be helping the NHS raise awareness of bladder and kidney cancer symptoms at tomorrow's game against Crystal Palace. 

In support of the Be Clear on Cancer campaign, West Bromwich Albion will be piloting thermochromic technology in the East Stand’s urinals. Heat reactive material has been installed and, when used, will turn red revealing messaging reminding fans to look out for blood in their pee. 
 
The club hopes that its support of the Be campaign will help save lives by raising awareness of one of the key symptoms of bladder and kidney cancers – blood in pee. Currently, the public don’t recognise the seriousness of the sign – a recent survey showed that almost a third (30 per cent) of people in the West Midlands would wait and see if they spotted blood in their pee again before taking any action, which could delay their diagnosis.[1]
 
Dr Mark Gillett, Albion’s Head of Medical Services, said: “We’re keen to do everything we can to support the Be Clear on Cancer campaign and help raise awareness of blood in pee as a key symptom of bladder and kidney cancers. 
 
“The message, we hope, is clear. If you notice blood in your pee – tell your doctor.”
 
Albion’s support was announced after Public Health England released figures showing that more people are being diagnosed with kidney cancer in the West Midlands today, compared to ten years ago. Incidence rates of kidney cancer[2] have increased by 26 per cent in the last decade[3] and an average of 370 people die from the disease in the region every year.[4]
 
As well as piloting the thermochromic urinals at tomorrow's game, the club is also running Be Clear on Cancer adverts in the matchday programme and stadium screens. Be Clear on Cancer event staff will hand out symptom reminder cards to fans.
 
Youssouf Mulumbu (pictured) said: "It's great that the club is supporting this national bladder and kidney cancer campaign - I'm proud to be part of it.
 
"Hopefully more people will know that if they notice blood in their pee, it's time to visit the doctor."
 
Visible blood in pee is a key symptom in more than eight in ten bladder cancers[5] and over half of kidney cancers.[6] However, when asked to name cancer signs and symptoms, only a third (33 per cent) of people mention unexplained bleeding.[7]
 
Of those diagnosed with kidney cancer, approximately 71 per cent will survive for at least one year, with around 54 per cent surviving for at least five years.[8] However, the earlier kidney cancer is diagnosed, the higher the chance of survival - at the earliest stage, one-year survival is as high as 92-97 per cent compared to just 25-32 per cent at a late stage.[9]
 
The Be Clear on Cancer campaign will see new national adverts running on TV, print and radio until 20 November, together with face-to-face events taking place in shopping centres across England.
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[1] Online omnibus survey conducted with representative sample of 1107 adults aged 16+ in England between 22 – 26 November 2012 by TNS England BMRB
[2] Kidney and other unspecified urinary organs (ICD-10 C64-C66+C68)
[3] Annual average European age-standardised incidence rate in the corresponding Government Office Region between 1999-2001 and 2008-2010
[4] Annual average number of deaths in the corresponding Government Office Region between 2009 and 2011
[5] Wallace, DM, et al. Delay and survival in bladder cancer. BJU Int. 2002 Jun;89(9): p868-7
[6] Tobias J & Hochhauser, D. Cancer and its management (6th edition). 2010: Blackwell publishing
[7] Unpublished data from the Cancer Awareness Measure conducted in 2012
[8] Prepared by Cancer Research UK. Original data source: Office for National Statistics (ONS) Cancer survival in England: Patients diagnosed 2005−2009, followed up to 2010. London: ONS; 2011
[9] 2004-2008 Survival, Recent cancer outcomes in the East of England, Eastern Cancer Registry and Information Centre (ECRIC)

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