A London campaign urges adults 45+ to seek help for persistent heartburn to catch esophageal cancer early.

In February 2026, the London Cancer Alliances and Heartburn Cancer UK launched a pan-London campaign during Oesophageal Cancer Awareness Month to address rising cases and late diagnoses. With over 9,350 annual diagnoses in England and the disease being a leading cause of cancer death—especially among men—the initiative targets adults 45 and older, particularly those from lower socio-economic backgrounds. It emphasizes that persistent heartburn, indigestion, or acid reflux can be warning signs and urges prompt GP consultation. Activities included billboards, digital ads, radio, posters in pubs and pharmacies, and large-scale projections on landmarks like Tower Bridge and The Shard, aiming to improve early detection and reduce health disparities.