NEW ‘Be the Early Bird’ Campaign

Published: 13/03/25

The Detect Cancer Earlier campaign ‘Be the Early Bird’ is LIVE throughout March 2025 but with a difference! A new Early Bird, ‘Bonnie’, has been introduced to raise awareness of lesser known head and neck cancer symptoms. We are delighted to share NEW campaign material and would welcome your support in helping us spread this important #BeTheEarlyBird message once again.

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As a reminder the 'Be the Early Bird' campaign was developed in response to insight which shows that fear of a cancer diagnosis can delay people contacting their GP practice with possible symptoms. 'Be the Early Bird' reinforces the benefits of finding cancer earlier in a bid to challenge the fear that is stopping people acting – and encourage those who have unusual, persistent symptoms to contact their GP practice.

The Detect Cancer Earlier Campaign looks to target people across Scotland aged 40+, with a focus on those from more deprived communities.

Updated Key Messages

• Anyone, particularly those aged 40+, with persistent symptoms unusual for them is being urged to ‘be the early bird’ and contact their dentist about symptoms in the mouth or the GP practice for something elsewhere.

• If you’re worried about an unusual, persistent symptom, your GP practice or dentist want to know.

• 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

What’s New

All the new campaign assets can be found in the Detect Cancer Earlier Resource Folder:

• New TV ad and digital films

• Additional static asset for social channels

• New public information screen graphic

• Additional posters

• Head & Neck Cancer Symptoms leaflet

• Useful head & neck clinician and case study films

• Specific assets for the dental sector

• An updated Stakeholder Toolkit with background information, social copy and editorial content

Coming Soon

• In the next week or so you will also find new case study material uploaded here so please check back for additional campaign resources.

• The March campaign also includes a 16 day roadshow.  You can find details about where we will be on the Roadshow tracker page - Event dates and times

Please share these new materials far and wide with your audiences, and thank you so much for your help so far on the Detect Cancer Earlier campaign. 

If you have any questions on any of the above, please do get in touch.

Contact Information

Becky Inglis: becky.inglis@gov.scot

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