Don’t Wait Until You’re Dying to Ask
- Written by Paula Hanford
- Posted: 2 November 2026
- 5 min read
London, UK, Monday 2nd November 2026
Don’t Wait Until You’re Dying to Ask
Pancreatic Cancer Action launches bold new campaign urging people to recognise the symptoms of pancreatic cancer and to seek help sooner.
Pancreatic Cancer Action has launched a new national awareness campaign, Don’t Wait Until You’re Dying to Ask, to mark the start of Pancreatic Cancer Awareness Month this November.
Developed by award-winning creative agency Free Brands (FREE), ‘Don’t Wait Until You’re Dying to Ask’ aims to challenge people to think differently about symptoms they might otherwise dismiss and encourage them to seek medical advice when something doesn’t feel right.
Early diagnosis is at the heart of Pancreatic Cancer Action’s work. Pancreatic cancer can be difficult to recognise, with no lump or bump to feel, and symptoms that may be vague, persistent or mistaken for less serious conditions. By making the signs and symptoms more visible in everyday settings, Pancreatic Cancer Action hopes to give people the confidence to get their concerns checked.
The campaign uses familiar questions people might ask when they first feel unwell, such as “Why won’t my indigestion go away?” and “Why am I losing weight without trying?”, to draw attention to symptoms that deserve medical advice.
Its thought-provoking message, “Don’t Wait Until You’re Dying to Ask”, is designed to make people stop and think, encouraging them to trust their instincts and seek medical advice rather than put off asking questions. Having these symptoms does not automatically mean pancreatic cancer but getting them checked matters.
Paula Hanford, CEO at Pancreatic Cancer Action, said:
“We want people to feel confident recognising the signs and symptoms of pancreatic cancer and speaking to their GP when something doesn’t feel right.
“Too often, symptoms can be dismissed or attributed to something else. Our new campaign is designed to make people stop and think about those symptoms they might otherwise ignore, and to encourage them or their loved ones to ask the question rather than putting it off.
“We’re incredibly grateful to FREE for bringing their creative expertise to the development of this campaign. Their support has helped us create a distinctive concept that we can build on beyond November, taking our message into the places people live, work, shop and travel.”
A campaign built to reach people where they are
The campaign has been designed to evolve beyond a single awareness month and into a National Awareness Campaign throughout 2027, with opportunities for targeted activity in high-footfall locations, including washrooms, service stations, shopping centres and digital advertising screens. By bringing symptom awareness into everyday environments, the charity hopes to reach people who might not otherwise engage with pancreatic cancer information.
Real stories, real impact
The campaign will be supported by the experiences of people affected by pancreatic cancer, including survivors who can share why recognising symptoms and seeking medical advice matters.
Their stories offer a powerful reminder that every experience is different, and that getting symptoms checked does not automatically mean a cancer diagnosis. By combining awareness messaging with real-life experiences, the charity hopes to encourage people to act on their concerns and give others the confidence to do the same.
Diagnosed with pancreatic cancer aged just 32, survivor Debra knows first-hand how important it is to listen to your body. After months of feeling that something wasn't quite right, her diagnosis changed her life. Having since overcome the disease, Debra has also experienced the heartbreak of losing her mum to pancreatic cancer.
Debra said:
“You know your body better than anyone. I often didn't feel quite right. I just felt different. I want people to understand that it's important to listen to your body and not dismiss those little signs that something might be wrong.”
Her story is one of heartbreak, but also of hope, strength and survival.
Debra said:
“You know your body better than anyone. I often didn't feel quite right. I just felt different. I want people to understand that it's important to listen to your body and not dismiss those little signs that something might be wrong.”
Her story is one of heartbreak, but also of hope, strength and survival.
Raising awareness across the UK
Throughout Pancreatic Cancer Awareness Month, staff and supporters of Pancreatic Cancer Action will be out and about across the UK, raising awareness of pancreatic cancer and collecting vital funds to support the charity’s work. If you’d like to get involved, contact the team: fundraising@panact.org.uk
On Thursday 5th November Pancreatic Cancer Action and Pancreatic Cancer UK will host a joint charity photo call at Scottish Parliament.
Members of the public can find us at the following train stations:
- 11 November: Birmingham New Street Station
- 18 November: Glasgow Central Station and London Waterloo Station
- 19 November: Leeds Station and Liverpool Lime Street
On Thursday 19 November, World Pancreatic Cancer Day, landmarks and venues across the UK and around the world will light up purple to shine a spotlight on pancreatic cancer and show support for everyone affected.
The public can also get involved through Turn It Purple, Pancreatic Cancer Action’s fundraising and awareness initiative. From wearing purple and organising workplace activities to hosting fundraising events, every action helps spread the message and support the charity’s work.
Find out how to Turn It Purple.
Pancreatic Cancer Action continues to fight for a future where everyone is diagnosed early and survives pancreatic cancer. This November, the charity is calling on individuals, businesses and communities to join the campaign, share the signs and symptoms, and help make pancreatic cancer harder to ignore.
Together, we can make a difference. Your support drives action and helps save lives.
Find out more, learn the symptoms and discover how to get involved at: https://pancreaticcanceraction.org/support-us/raise-awareness/pancreatic-cancer-awareness-month/
ENDS
Notes to Editors:
About Pancreatic Cancer Action
Pancreatic Cancer Action is a UK charity dedicated to improving the early diagnosis of pancreatic cancer through awareness, education and support for healthcare professionals and the public.
About the campaign
- Pancreatic Cancer Awareness Month (PCAM) takes place every November.
- Don’t Wait Until You’re Dying to Ask is Pancreatic Cancer Action’s new awareness campaign, encouraging people to recognise the symptoms of pancreatic cancer, trust their instincts and seek medical advice.
- FREE is an award-winning agency that supported the development of the campaign and its creative assets.
- Turn It Purple encourages individuals, workplaces, schools and communities to raise awareness and funds.
- Light It Up Purple invites landmarks and buildings to illuminate purple in support of pancreatic cancer awareness.
- World Pancreatic Cancer Day takes place on 19 November 2026.
Campaign assets: Download the press pack, including campaign materials, here: Pancreatic Cancer Action Press Pack
About pancreatic cancer
Pancreatic cancer is often difficult to diagnose because its symptoms can be vague and easily overlooked.
Common symptoms include:
- Persistent indigestion or heartburn.
- Abdominal pain or discomfort, particularly in the upper abdomen or back.
- Unexplained weight loss.
- Jaundice (yellowing of the skin and whites of the eyes).
- Changes in bowel habits.
- Newly diagnosed diabetes.
Anyone experiencing unusual, persistent or worsening symptoms should seek medical advice.
Pancreatic cancer: key statistics
- Around 29 people are newly diagnosed with pancreatic cancer each day.
- Approximately 26 people die from pancreatic cancer every day in the UK.
- More than 50% of cases are diagnosed in A&E, often when curative treatment is no longer possible.
- Only around 10% of patients are diagnosed in time for potentially life-saving surgery.
- The five-year survival rate is less than 8%.
- Around 50% of people diagnosed with pancreatic cancer die within three months, and approximately 93% die within five years.
- Pancreatic cancer is the UK’s 10th most common cancer and fifth most lethal cancer.
- Pancreatic cancer receives approximately 3.1% of cancer research funding, despite its high mortality.
- For patients diagnosed early enough to undergo surgery, long-term survival prospects are significantly improved.
About Free Brands Ltd (FREE):
We’re FREE, the award-winning, brand-building, insurance-loving creative agency. We've helped some of the biggest businesses in the industry create distinctive brands and high impact campaigns that get results.
www.freebrands.co
Media contact
Veronica McBain
Pancreatic Cancer Action
Email: veronica@panact.org
Telephone: 07902 756758