February marks Oesophageal Cancer Awareness Month, with North Central London Cancer Alliance partnering with other London Alliances and Heartburn Cancer UK to launch a major awareness campaign.
This February, we’re shining a spotlight on oesophageal cancer, a disease that continues to rise across the UK and is too often diagnosed at a later stage. North Central London Cancer Alliance, South East London Cancer Alliance, RM Partners North West and South West London Cancer Alliance and North East London Cancer Alliance have come together in partnership with Heartburn Cancer UK, to support a high-impact pan-London awareness campaign throughout Oesophageal Cancer Awareness Month.
In England, over 9,354 people are diagnosed with oesophageal cancer each year, making it the 14th most common cancer. Over a third of cases are diagnosed at a later stage, making it the 7th most common cause of cancer death in the UK and the 4th most common cause of cancer death in men. Late diagnosis remains a significant challenge, with many people not recognising potential symptoms or seeking help early.
The campaign aims to increase public awareness of oesophageal cancer, particularly highlighting that persistent or worsening heartburn, indigestion or acid reflux can be possible symptoms. It encourages people with ongoing or worsening symptoms to contact their GP practice.
Titled ‘Whatever you call it’, the campaign focuses on people aged 45 and over, and those from lower socio-economic groups, who are more likely to experience a late-stage cancer diagnosis. The campaign also seeks to address health inequalities by raising awareness among communities known to face barriers to early diagnosis.
Campaign activity is taking place across London from 1–28 February 2026, using a mix of high-impact and community-based channels. This includes roadside and large-format billboards, radio advertising, social media, and digital advertising across pharmacies. The campaign will also feature across hundreds of pubs and bars across the capital through posters and drinks coasters.
A key feature of the campaign will see iconic London landmarks lit up with large-scale projections, helping to bring oesophageal cancer awareness to the forefront of public attention. Locations include Tower Bridge and Waterloo Station, ensuring the message reaches millions of Londoners throughout the month.
Ali Malik, Managing Director of North Central London Cancer Alliance, said: “We’re proud to be working with our fellow London Cancer Alliances on such an important campaign. We aim for this campaign to help people recognise the symptoms of oesophageal cancer, take heartburn seriously, and seek medical advice earlier. The earlier a diagnosis is made, the more treatable it is likely to be.”
More information about the campaign, including resources and toolkits, is available at:
https://www.oesophagealcancerawarenessmonth.com/