Sarcoma UK launches its 2025 Sarcoma Awareness Month campaign with a bold new focus on healthcare professionals. For the first time, the charity’s flagship awareness campaign centres on the clinicians most likely to encounter sarcoma at the earliest stage – when timely referral can significantly change outcomes.
The campaign features peer-led video case studies, paid LinkedIn content and banner advertising across the UK’s most visited clinical websites, including The BMJ, GPOnline, Pulse, Radiopaedia and the Chartered Society of Physiotherapy.
‘Healthcare professionals tell us that sarcoma is something they might only see once or twice in their careers – but when they do, early recognition can make all the difference,’ said Sam Hackett, Healthcare Professional Engagement Lead at Sarcoma UK.
‘This campaign is about giving them the tools and confidence to act. By focusing on clinicians who are often the first to spot the signs, we have a real opportunity to shorten the time to diagnosis and improve outcomes for people with sarcoma. It’s a focused campaign, but it’s one our entire community can get behind.’
Developed in consultation with a wide range of clinical professionals, the campaign is also a response to long-standing calls from Sarcoma UK’s supporter community for greater awareness among frontline clinicians.
‘Sarcoma can look like a common musculoskeletal issue. Physiotherapists are often the first to spot it. Recognising the red flags early could make all the difference.’ – Lucy Dean, Clinical specialist physiotherapist in sarcoma, and operational lead for rehabilitation and lymphoedema services at a specialist sarcoma centre.
‘Sarcoma is rare. You might only see one or two cases in your career. But your decision to refer could save a life.’ – Dr Meena Rafiq, GP and Senior Clinical Research Fellow in Cancer in Primary Care at University College London.
‘Your report could be the turning point in a sarcoma patient’s journey. Radiologists have a vital role in fast and confident diagnosis.’ – Dr Priya Suresh, Vice President of the British Society of Skeletal Radiologists, Medical Director of Education and Training at the Royal College of Radiologists and Chair of the Peninsula Sarcoma Advisory Group.
Resources for GPs, physiotherapists and radiologists include symptom checklists, referral guidance, CPD-accredited training, and downloadable materials for clinical settings.
The campaign runs throughout July and is supported by Sarcoma UK’s community of patients, families and fundraisers.
To find out more or access professional resources, visit:
🔗 sarcoma.org.uk/sam
