Finalist
Saving lives, averting costs
Summary of work
Earlier diagnosis of cancer saves lives but the assumption of NHS decision-makers has always been that it also costs money. In order to challenge this perception, this programme developed new evidence and communicated it in a compelling way, reinvigorating policy on earlier diagnosis. Complex economic modelling was translated into an engaging multichannel programme that spoke the language of decision-makers and mobilised a range of stakeholders who would influence them.
The programme provides a great example of how the intelligent use of social media can shift perceptions and ultimately change policy. The results are clear. A new consensus about how earlier diagnosis can avert costs, persuasive evidence for commissioners about the scale of potential savings and clear changes to policy. The outcome is a renewed focus on earlier diagnosis that should save lives and avert costs for reinvestment in other parts of cancer services.
Judges’ comments
Here we saw the really good use of data to gain attention in political circles and strong endorsement from the National Clinical Director for Cancer. The wide range of organisations, partnered with the use of strong infographics and political support, achieved effects that are unlikely to be seen again for years.
