Be the Early Bird Detect Cancer Earlier campaign 2025 to 2026: evaluation report

Background

The Detect Cancer Earlier (DCE) Programme is the Scottish Government’s flagship early cancer detection programme, with an ambition to reduce later stage disease by 18% by 2033, as outlined in Scotland’s Cancer Strategy (2023-33).

The Programme also aims to reduce the inequality gap for those living in areas of higher deprivation, who are more likely to be diagnosed at a later stage.

Evidence based behaviour change campaigns contribute towards this ambition and play a fundamental role within the DCE Programme to increase awareness of possible symptoms, promote informed choice of screening programmes, and to change engrained attitudes around the fear of cancer.