At least 10% of the 150,000 UK patients treated with radiotherapy each year are said to be better treated with protons. On World Cancer Day, we helped Rutherford Cancer Centres put proton beam therapy, a more targeted form of radiotherapy, forward as an alternative to conventional cancer treatment. We put the chief executive of Rutherford Cancer Centres on air across a radio day of interviews, explaining how it reduces damage to surrounding tissue and side effects, and why research has highlighted its value for children's cancers and hard-to-reach tumours. The broadcast PR campaign secured 15 items of radio coverage reaching 5.5 million listeners, including Radio News Hub.
Rutherford Cancer Centres wanted to raise awareness on World Cancer Day and position the company as a UK pioneer of proton beam therapy.
The message
Proton beam therapy delivers radiation in a more targeted way, reducing damage to surrounding tissue and side effects, and research has highlighted its value for children's cancers and hard-to-reach tumours.
The angle
On World Cancer Day, proton beam therapy, a more targeted form of radiotherapy, was pitched as an alternative to conventional cancer treatment, with at least 10% of the 150,000 UK patients treated with radiotherapy each year said to be better treated with protons.
On air
The chief executive of Rutherford Cancer Centres
The result
15 items of coverage reaching 5.5 million, including Radio News Hub.
About World Cancer Day
World Cancer Day is led by the Union for International Cancer Control and falls on 4 February each year. It raises awareness of cancer and presses for better prevention, detection and treatment around the world. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning World Cancer Day for 2027?
World Cancer Day next falls on Thursday 4 February 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
