Boots has unveiled a major initiative aimed at helping shoppers identify the early warning signs of lung cancer, with the campaign being led by advocate Jules Fielder following her own diagnosis with the disease.
The pharmacy chain's new programme targets the UK's third most prevalent form of cancer, which affects approximately 49,000 individuals annually.
Fielder, who conceived the idea while undergoing her own treatment, has championed the cause with backing from Health Secretary Wes Streeting and Hastings MP Helena Dollimore.
The initiative will be rolled out across Boots' network of 1,800 stores in the coming weeks, bringing vital health information directly to high street customers.
Lung cancer close up
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The campaign places prominent signage beside commonly purchased remedies such as cough medicines, cold and flu treatments, and pain relief products.
Many early indicators of lung cancer, including persistent coughs, back pain, and fatigue, are frequently dismissed by sufferers who manage these symptoms at home for extended periods before consulting medical professionals.
The new materials are designed to prompt customers to consider whether their symptoms might warrant further investigation.
Pharmacy consultation rooms will also feature awareness information to support conversations between staff and patients.
More than 4,500 Boots employees have completed Macmillan Cancer Support training, equipping them to assist customers from initial symptom discussions through to advice on treatment side effects.
This builds upon a partnership between Boots and Macmillan spanning over 17 years.
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Signage will feature beside commonly purchased remedies
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Fielder, a non-smoker, has spoken candidly about the misconceptions surrounding the disease and the barriers they create for awareness.
"There is a huge stigma attached to lung cancer, and I believe it has made awareness of the signs and symptoms, especially for women and non-smokers like me, far too low," she said.
The campaigner developed the concept during lengthy treatment sessions, driven by a conviction that greater action was needed.
"A precedent has been set, and I hope more pharmacies follow as we continue to challenge that stigma," Fielder added.
"All you need for lung cancer is that it can happen to anyone, so signposting in shops like this will save lives."
Despite her ongoing treatment, Fielder has dedicated herself to preventing others from experiencing delayed diagnoses.
Streeting, himself a cancer survivor whose grandmother died from lung cancer, has thrown his weight behind the campaign.
Lung cancer indicators like back pain are frequently dismissed
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"When I met Jules for the first time, I was struck by her determination," the Health Secretary said.
"Jules' story shocked me - she's my age, she's never smoked, and she was challenging stereotypes I didn't even realise I held."
He praised Fielder's resolve to help others whilst battling her own illness, describing the initiative as "a testament to her strength".
The minister emphasised that catching cancer at earlier stages remains central to the Government's National Cancer Plan, with nationwide lung cancer screening being expanded.
Progress has already been made on waiting times, with 213,000 additional patients receiving diagnoses or having cancer ruled out promptly compared to before July 2024.
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