Piccadilly Lights Spreads the Message to Remind Us That 'Cancer Is Working From Home'

Cancer doesn’t stop just because we’re all at home is the message of the out-of-home work, which goes live this week on Ocean Outdoor’s iconic Piccadilly Lights screen. 'Cancer is working from home’ reads the billboard, in reaction to the devastating news that cancer referrals have dropped by 75% due to Covid-19. 

The Piccadilly Lights work was created by Cyndall McInerney and Fleur Willems of TBWA\London and media was planned by Rapport London and UM London. Ocean Outdoor provided the media space as a pro bono offer to the charity during lockdown.

Charity chief executive Cary Wakefield, said: “Whilst many of us are working from home to avoid the spread of Covid-19, cancer is going undetected. If you are experiencing unusual symptoms, your GP wants to see you. And let us be clear, you are not a burden. Catching cancer early actually helps the NHS and even more importantly, an early cancer diagnosis can save your life.”

The charity has estimated at least an extra 35,000 people will die of cancer due to Covid-19 and is particularly concerned that women with ovarian cancer will be significantly affected. A worrying 90% of women are unable to name the four main symptoms of the disease, namely bloating, abdominal pain, needing to wee more and loss of appetite. Other symptoms might also include: back pain, changes in bowel habits (going more often or a lot less), and extreme tiredness for no obvious reason.

Kimberley Ramsay was diagnosed with stage one ovarian cancer in February. She says: “I never thought it would be cancer. My clothes had stopped fitting almost overnight. I started to need to wee urgently and experienced pain when I was exercising. If it wasn’t for my mum insisting that I phone the GP and my boyfriend Ryan actually dialling the number or my sister-in-law insisting on coming with me, I’d never have been diagnosed and treated so quickly. Cancer doesn’t stop during a pandemic, and fewer people are being diagnosed than ever now or not wanting to go to their GP if they have symptoms so please, be aware of the symptoms and if you have them or hear anyone complaining about having any of them, go to your GP as it might save a life.”

Unlike cervical, bowel and breast cancers, there is still no reliable, effective screening method for ovarian cancer. For more information visit the website.