PHS Poster Campaign: “Be The early Bird” - Detect Cancer Early
This information was correct at the time of publication. Policy and guidance can change, so please check our latest news for the current position. For anything else, please contact enquiries@cps.scot.
Community pharmacy teams are being asked to support the Be the Early Bird campaign by replacing the existing Scottish Government campaign poster with the new poster provided. The campaign encourages people with persistent symptoms that are unusual for them to contact their GP practice, or their dentist for symptoms in or around the mouth.
The Scottish Government is asking community pharmacies to support its Be the Early Bird campaign, which forms part of the Detect Cancer Earlier Programme.
The new Be the Early Bird poster should replace any existing poster in the window position used for Scottish Government campaigns in your pharmacy with immediate effect.
About the campaign
The campaign aims to empower people with possible cancer symptoms to contact their GP practice, or their dentist if they have symptoms in or around their mouth.
It is aimed particularly at people aged 40 and over, with an additional focus on areas of deprivation where screening participation is lower and later-stage disease is more common. Family members and friends who may notice symptoms and encourage someone to seek help are a secondary audience.
The campaign will run across Scotland during:
October and November 2026
February and March 2027
Key campaign messages
Anyone, particularly those aged 40 and over, with persistent symptoms that are unusual for them is being encouraged to contact their GP practice.
Anyone worried about an unusual, persistent symptom in or around their mouth should contact their dentist.
Possible cancer symptoms can include unexplained bleeding, unusual lumps, unexplained weight loss or something that does not feel normal.
Finding cancer at an earlier stage can mean more treatment options, a greater likelihood of living well after treatment and better news to tell the family.
More information is available from the campaign website.
The role of community pharmacy
Community pharmacy teams can help support the campaign by displaying the poster and helping people access the campaign’s health information.
The accompanying letter also highlights updated Scottish Referral Guidelines for Suspected Cancer. These guidelines support primary care clinicians in identifying patients who are most likely to have cancer and require urgent specialist assessment. They also help identify patients who are unlikely to have cancer and embed safety-netting as a diagnostic support tool.
Cancer education for pharmacy professionals
Gateway C is NHS Scotland’s free cancer education platform for primary care clinicians, including pharmacists.
The platform is intended to:
Improve knowledge of red-flag symptoms that could be cancer
Increase confidence in when to signpost a patient to their GP or dental practice because of unusual, persistent symptoms
Help reduce delays in the patient pathway
Campaign resources
The Stakeholder Toolkit contains materials that can be used to support the campaign through local communication channels, including:
Digital adverts
Social media graphics
Posters
A leaflet
GP and patient case-study films
Suggested social media posts
Example editorial content
Pharmacy teams should display the new ‘Be the Early Bird’ poster in the window position used for Scottish Government campaigns, replacing the existing poster with immediate effect.
For questions about the campaign or requests for additional assets, contact the Scottish Government marketing team at sgmarketing@gov.scot.
Frquently Asked Questions (FAQs)
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Community pharmacies should replace the existing poster in the window position used for Scottish Government campaigns with the new Be the Early Bird poster immediately.
Source: Scottish Government (https://sgmarketing-newsroom.prgloo.com/resources/f//health-campaigns/detect-cancer-early)
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The campaign is aimed particularly at adults aged 40 and over. It also seeks to reach family members and friends who may notice symptoms and encourage someone to seek help, with a focus on areas where screening participation is lower and later-stage disease is more common.
Source: Scottish Government (https://sgmarketing-newsroom.prgloo.com/resources/f//health-campaigns/detect-cancer-early)
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Possible symptoms include unexplained bleeding, unusual lumps, unexplained weight loss or something that does not feel normal. People with persistent symptoms that are unusual for them are encouraged to contact their GP practice.
Source: Scottish Government (https://sgmarketing-newsroom.prgloo.com/resources/f//health-campaigns/detect-cancer-early)
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Pharmacists can use Gateway C, NHS Scotland’s free cancer education platform for primary care clinicians. Its resources are intended to improve knowledge of red-flag symptoms, build confidence in when to signpost patients to a GP or dental practice, and help reduce delays in the patient pathway.
Source: Scottish Government (https://sgmarketing-newsroom.prgloo.com/resources/f//health-campaigns/detect-cancer-early)
