Work
Roche
Unmasking a silent killer
“It’s probably nothing”. The very human, but potentially dangerous, reaction many of us have to seeing the signs of a possible health issue.
Denial is rarely a conscious choice. It is a natural and often useful psychological response to the perceived day-to-day risks we all face; from crossing the road, to falling in love. But this suppression of risk is translating into very real consequences when it comes to the prevention of skin cancer related deaths.
Our work with Roche and Euromelanoma broadened the fight against skin cancer to include the psychological aspects of its detection and treatment.
The challenge
Our survey of 450 dermatologists across Europe revealed that over two thirds of patients delay seeking medical advice after first seeing the signs of skin cancer – and that this delay could be needlessly costing 10,000 European lives each year.
While a lack of awareness of the symptoms and dangers of skin cancer were the predominant reasons for delay, almost 13% of Melanoma patients delay speaking to a doctor because they are fearful of what they might be told. This denial is costing lives, particularly among men over the age of 50 – the group identified by dermatologists as most likely to delay due to denial.
The work
To raise awareness of the mental health issues associated with skin cancer, we produced a short documentary to explore the phenomenon of patient denial and its implications for healthcare reform.
The film, funded by Roche and in association with Euromelanoma, features the moving story of how a Belgian patient overcame her fears to have her skin cancer successfully treated, with commentary from leading dermatologists and psychologists explaining the causes and effects of denial.
The documentary was the centre piece in a broader public awareness campaign that ran in over 30 countries across Europe.
The impact
The film has been shown to government and healthcare professionals across Europe to promote a more holistic approach to patient care that combines physical treatment and psychological support.
The wider public awareness campaign reached millions of people across the continent, culminating in 46,165 people being screened for skin cancer.
