The 2026 campaign
Look twice. It's not what you think
Feeling tired? "I'm just stressed."
Bruising easily? "I've probably overdone it at the gym."
Always picking up bugs? "It's just one of those things."
But what if it's not?
Every year, around 10,000 people in the UK are diagnosed with leukaemia. Many tell us they never imagined their symptoms could be a blood cancer. They put them down to stress, getting older, a busy lifestyle, or something else entirely.
That's understandable. The signs and symptoms of leukaemia are often non-specific, so they can also be caused by many other conditions. But the only way to know for sure is with a simple blood test.
That's why we're asking everyone to look twice.
Our campaign
Our 2026 campaign is designed for people to stop and think if something doesn't feel right.
If you are or someone you know is experiencing symptoms that don't go away, speak to your GP. Ask whether you need a blood test. It could be nothing serious. But if it is leukaemia, getting diagnosed earlier can make a real difference.
Don't ignore persistent symptoms. Don't keep putting them down to something else.
Think twice. It could be leukaemia.
Walking and watching [football] games, I felt really fatigued and at times breathless. I put this down to age, being overweight and unfit.
Where you'll see the campaign
Our 2026 campaign will appear across the UK to help more people recognise the signs and symptoms of leukaemia. You may:
- see our adverts at shopping centres across the UK
- hear them on podcasts,
- or come across them on social media and online.
By reaching people where they are every day, we hope to encourage more conversations about persistent symptoms and remind people that if something doesn't feel right, it's worth speaking to their GP.
What we do
Each year, we run a campaign in the lead-up to Blood Cancer Awareness Month (September). We:
- Share real stories from patients
- Create posters, social media graphics and videos
- Work with NHS professionals to share guidance
- Raise awareness of the signs and symptoms of leukaemia through advertising
We also use survey data and patient insights to make sure we’re sharing the right messages in the right places.
Want to help spread the message?
Visit our get involved page to find out how you can share our symptoms materials or tell your story.
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