Bladder Cancer Canada marks beginning of Bladder Cancer Awareness Month with "See Red?" video campaign launch

'Shocking' video prompts Canadians to know the warning signs of bladder cancer

TORONTO, May 2, 2017 /CNW/ - May is Bladder Cancer Awareness Month, and to kick it off, Bladder Cancer Canada (BCC) has launched a video to capture the shock Canadians should feel if they see blood in their urine, as it is the most common symptom occurring in more than 80 per cent of cases of the disease.

This year, 8,700 Canadians will be diagnosed with bladder cancer,1 but many will be diagnosed too late.

Building on BCC's "See Red?" awareness campaign, the video intends to make the call-to-action clear: if you see red, see your doctor.

"Even though bladder cancer is the fifth most common cancer in Canada, there is a low level of awareness about the disease, its signs and symptoms," says Tammy Northam, Executive Director, Bladder Cancer Canada. "New treatment options are becoming available to those with more advanced disease, but it is still crucial to diagnose the disease in its early stages, when possible."

Though around 70-75 per cent of bladder cancer cases are classified as nonmuscle-invasive,2 in which it is contained in the bladder, 20-30 per cent of those patients will eventually progress to muscle-invasive disease,3 in which it has grown into the muscle or spread to other tissues, organs or lymph nodes. If caught early before the cancer spreads, five-year survival can be 70 per cent or as high as 95 per cent.4

That's why it's so important to know the warning signs.

"Our video is meant to educate Canadians about the most common symptom of this disease and prompt people to act on it by speaking to their doctor," says Ken Bagshaw, Chair of the Board of Directors of Bladder Cancer Canada. "As a bladder cancer survivor myself, I know the shock that a person will feel if they see blood in their urine. My hope is that no one who experiences this sign ignores it; rapid action could save their life."

Other symptoms of bladder cancer can include bladder spasms, increased frequency and urgency of urination, and a burning sensation during urination.5

With more than 80,000 Canadians currently living with bladder cancer,6 BCC is as much about supporting existing patients through their cancer journey as it is about spreading awareness. That's why the video also serves as a way to reach patients who are living with bladder cancer, and to help connect them with the larger bladder cancer community.

Key to BCC's efforts is Bladder Cancer Awareness Month – the month of May – which is dedicated to a general awareness of the disease and its signs and symptoms. BCC encourages Canadians to help spread the word by sharing the YouTube video and using the hashtag #yellowhelps.

For more information or support, visit BladderCancerCanada.org.

About Bladder Cancer Canada

Founded in 2009 by bladder cancer survivors, Bladder Cancer Canada is a nationally registered Canadian charity. Supported by a Medical Advisory Board and a Medical Research Board consisting of the top bladder cancer specialists across Canada, Bladder Cancer Canada aims to help bladder cancer patients and their support teams address the day-to-day issues of this disease, increase awareness among the general public and medical community and fund research which pursues the diagnosis, treatment and elimination of the disease.

References

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1 Canadian Cancer Society, Statistics Canada, Public Health Agency of Canada, Provincial/Territorial Cancer Registries. Canadian Cancer Statistics 2016. Accessed April 24, 2017. Available at http://www.cancer.ca/~/media/cancer.ca/CW/cancer%20information/cancer%20101/Canadian%20cancer%20statistics/Canadian-Cancer-Statistics-2016-EN.pdf?la=en

2 Kassouf, Wassim et al. Canadian guidelines for treatment of non-muscle invasive bladder cancer: a focus on intravesical therapy. CUAJ. 2010-Jun;4(3):168-73.

3 UpToDate. Patient education: Bladder cancer treatment; non-muscle invasive (superficial) cancer (Beyond the Basics). Accessed April 24, 2017. Available at https://www.uptodate.com/contents/bladder-cancer-treatment-non-muscle-invasive-superficial-cancer-beyond-the-basics

4 National Cancer Institute Surveillance, Epidemiology, and End Results Program. Cancer Stat Facts: Bladder Cancer. Accessed April 24, 2017. Available at https://seer.cancer.gov/statfacts/html/urinb.html

5 Bladder Cancer Canada. Facing Bladder Cancer: Bladder Cancer Facts. Accessed April 24, 2017. Available at https://bladdercancercanada.org/en/facing-bladder-cancer/bladder-cancer-facts/

6 Bladder Cancer Canada. Show Canada how #YellowHelps this May. Accessed April 24, 2017. Available at https://bladdercancercanada.org/en/news/BCAM2017

 

SOURCE Bladder Cancer Canada

For further information: For media interviews, please contact: Lisa Cancian, Account Supervisor, Weber Shandwick, lcancian@webershandwick.com, Tel: 416-642-7945; Tammy Northam, Executive Director, Bladder Cancer Canada, info@bladdercancercanada.org

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