LONDON, UK. October 14th 2025 –
RM Partners NHS North West and South West London Cancer Alliance, together with the NHS South East London Cancer Alliance (SELCA), have launched two a major new awareness initiatives – “Don’t Wipe Away the Signs” and “Don’t Wipe Away the Hidden Signs” – encouraging people aged 50 to 74 to use their bowel cancer testing kit and to see a GP about symptoms like blood in their poo or persistent changes in bowel habit.Running throughout October 2025, the campaign will be seen across North West, South West and South East London, with advertising on Buses, TfL underground and overground stations, outdoor posters, social media, radio (including Global and Lyca) and online search channels.
In an NHS first, the campaign also includes two special build billboards – one 3D and one 2D – in the London Boroughs of Southwark and Brent, which has been designed to create a visually powerful message and spark conversations in local communities.
The initiative is supported by Transport for London (TfL) and local community partnerships, ensuring the message reaches the people and areas that need it most.
Each year in the UK, around 43,000 people are diagnosed with bowel cancer, and over 16,500 die from it – more than 45 every day.
In London, less than half of bowel cancers are diagnosed early (stages 1–2). In South East London, this figure is just 44%.
Bowel Screening uptake is slowly increasing, with 63.8% of eligible Londoners completing the test in 2023–24. However, uptake remains lower in deprived areas, among younger adults (50-54) and some ethnic groups.
“Most people with bowel symptoms don’t have cancer, but if it is cancer, making the diagnosis early is what makes all the difference in making the treatment simpler and more successful,” said Dr Bushra Khawaja, RM Partners Primary Care Cancer Lead, Hillingdon & Harrow. “If you notice any changes in your bowel habits, such as bleeding from your bottom or blood in your poo or unexplained tummy symptoms, or if you experience any symptoms that are not usual for you for three weeks or more, please contact your GP practice.”
Zara Gross, Senior Programme Manager, added: “A recent Cancer Research UK report found that many people who hadn’t completed their bowel screening test mistakenly believed the test was only necessary if they had symptoms. This new campaign aims to challenge that misconception by emphasising that bowel screening can help prevent cancer developing as well as detecting cancer at an early stage when treatment is more likely to be successful. The message is clear: if you’re aged 50 and over, completing your at-home bowel screening test is vital. Through this creative partnership and striking visual campaign, we aim to raise awareness of bowel cancer and encourage more people to take part in life-saving screening.”
People are encouraged to contact their GP practice if they notice:
- Changes in their poo (softer, diarrhoea, or constipation) not usual for them
- Bleeding from their bottom or blood in their poo (red or black
- Pain, bloating, or a lump in their tummy
- A frequent urge to poo even after going
- Unexplained weight loss or tiredness for no reason
For more information about the campaign, visit www.dontwipeawaythesigns.com or www.dontwipeawaythehiddensigns.com ENDS