NHS: Jack-In-The-Box

The NHS, the British health service, encouraged people in the UK to get tested for cancer earlier by launching a campaign film that used a visual metaphor of a jack-in-the-box to represent unnecessary apprehension before getting tested.

Six in 10 people say a cancer diagnosis is their biggest health fear, but four in 10 say they would ignore symptoms. The NHS needs people to present earlier with symptoms that might be cancer, because finding it sooner makes it more treatable.

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