Countryside teams up with the NHS for their new skin cancer awareness campaign

Skin Campaign1

Countryside has partnered with the NHS on their latest skin cancer prevention campaign, with the additional support from actor Ray Winstone. The campaign running across the mid and south Essex region is using the latest AI technology to support rapid diagnosis of skin cancers.

The campaign is focusing on an innovative approach, which has seen health leaders team up with construction and trade supply firms in a bid to beat skin cancer among tradesmen and outdoor workers. The campaign aims to cut the rate of death in tradesmen to skin cancer which is currently one person every two weeks.

In addition to the sun cream we already provide on our sites, we will also be sharing special advice cards and awareness posters to support and protect our site teams, raising awareness of the harmful rays of the sun and providing information on any unusual marks or moles to look out for.

Ray Winstone, said: “When I heard about this skin cancer campaign, and seeing how many tradespeople die of skin cancer, I felt like I wanted to support it to raise awareness. Being a bloke myself, taking care of your skin and paying attention to changes is not something that comes naturally, but it could literally save your life. So I’m saying to people working outside #CoverUpSunshine, use sun screen, check your skin for moles or marks and get down to the doctors if you spot anything different.”

Speaking about the new technology, Dr Elizabeth Towers, Macmillan GP for Mid Essex commented: “Early and rapid diagnosis of skin cancer is very important to improve people’s outcomes. We commissioned this ground-breaking AI tele-dermatology service from Skin Analytics to help GPs with an instant decision on whether or not to refer someone with a mark or mole (lesion) to hospital under the cancer pathway. Some 50% of referrals for skin cancer turn out to be a simple skin problem that can be dealt with in a community dermatology clinic. We hope this will lead to more accurate referrals and take the guess work out of this for GPs.”

Iain McPherson, Group Chief Executive, Countryside adds: “While this campaign initially focuses on the mid and south Essex area, we truly believe this message should be shared across all of our sites up and down the country. People are at the heart of our business which is why we have a strong focus on the wellbeing of our staff – with many of our construction workers and surveyors spending hours outside in the sun, we make sure we provide sun cream, but these extra advice cards and posters will hopefully drive the message home about prevention and spotting the signs of skin cancer early.”

For more information about this campaign, please click here: www.msehealthandcarepartnership.co.uk/news/campaigns/skin-analytics/

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