The film below is part of AbbVie’s “Crush Your FOFO” campaign, which highlights the fact that nearly two thirds of people admit they would consider delaying making a medical appointment due to diagnosis fears.
The campaign aims to encourage people to seek medical advice earlier for worrying symptoms. TV Presenter Jeff Brazier, whose former partner Jade Goody delayed seeking medical advice and later died from cervical cancer, is supporting the campaign and features in the film.
The film is released alongside a new short quiz which you can take by clicking on this LINK. The quiz will help you see if you have FOFO and importantly help experts better understand what lies behind the fear of finding out. The new quiz, developed by Live:Lab, is the first step towards helping experts better understand what lies behind FOFO. Through ‘Crush Your FOFO’, AbbVie and The Patients Association will also be raising awareness around the importance of early diagnosis. Research has shown that late diagnosis places huge financial strain on the NHS, for example an extra £150 million spent on the treatment of cancers spotted too late alone.
Worryingly, the new research highlighted the public’s misconceptions around delaying seeking medical help, with only 20% believing they could be a burden to the NHS if they didn’t get a worrying symptom checked out. One in ten people (10%) also believe that delaying seeing a doctor about a health concern would have no implications, with their condition staying the same, and being just as treatable when they finally seek medical help. Jeff Brazier, TV personality and father of two, who has appeared in a short film about the making of ‘Crush Your FOFO’, has lent his support to the campaign.
Jeff Brazier said: “I know first-hand that being afraid of checking worrying health symptoms can have a serious impact on your health and your loved ones. My former partner and mother of my children, Jade, delayed going for check ups and she ended up losing her life because of it. That delay caused immense heartbreak for our boys.
“I would urge anyone who has a worrying health symptom to face up to it and get it checked out sooner rather than later”.
