Bone cancer advocacy work winning multiple awards: BCRT social media campaign seen 3 million times 

by Silvia Kraft

Since 2006, BCRT has been the leading organisation in the UK dedicated to improving outcomes for those impacted by primary bone cancer, also known as bone sarcoma. Our 10-year strategy, More Patients Surviving. More Patients Thriving. outlines how we achieve this through research, information, support and awareness.

Two decades of impact

 

Silvia Kraft received the awards on behalf of BCRT at the annual conference of SPAGN in Washington D.C.

We have acted on these priorities by funding research projects totalling over £11 million since the charity’s founding. We have also dedicated our efforts to decreasing time to diagnosis through awareness campaigns, patient advocacy, and collaborating with world sarcoma leaders such as the Sarcoma Patients Global Advocacy Network.

Earlier this year, BCRT attended the SPAGN Conference in Washington, D.C. At the event, we were recognised with the inaugural Paola Gonzato Memory Award for our annual Bone Cancer Awareness Week campaign, and with the second place of Advocacy in Action Awards for our National Sarcoma Awareness Project.

We are so grateful to accept these awards in honour of our patient community. Their passion and dedication are the reason we can deliver our charitable activities. The recognition from SPAGN is so meaningful to us, and we are pleased to be involved with such a proactive and committed network.

Bridging the sarcoma knowledge gap

In 2013, Bone Cancer Research Trust and Sarcoma UK teamed up to fund the National Sarcoma Awareness Project (NSAP). We hear that medical students and trainee doctors continue to receive limited education on sarcoma during their degree and have limited exposure to patients during training. This could mean future doctors in the UK may not understand the red flag symptoms, referral pathways, and how care of these patients is managed.

NSAP aims to bridge this knowledge gap by educating UK medical students and resident doctors on sarcoma. The project is now led by a steering committee, where a group of experts assist in the development of recommended e-learning materials and a 50-question online test for participants. All participants receive a certificate of completion, and the top-scoring individuals are awarded a week-long placement within a regional sarcoma service funded by the charities.

Since the start of NSAP, more than 2,500 have participated in the project, with over 60 fully funded fellowships awarded to top scorers.

This year’s NSAP saw an increase in reach among medical schools and National Health Service Trusts. When asked if participants could explain sarcoma along with the clinical signs and symptoms, more than 50% of respondents said no. After the project, this changed to 99%, indicating their improved understanding.

The project was recently highlighted in Westminster as part of ACT NOW for Cancer, an initiative recognising impactful collaborations in cancer care across the country. A previous fellowship winner also joined us to share her experience firsthand with parliamentarians, industry partners, and other charities.

Since the project’s relaunch in 2024, strategies such as direct engagement with the medical schools and institutions responsible for further training, along with similar organisations, have been key to increased uptake. Tailored promotion, including post-placement reflections, photos, and videos, has driven strong engagement across social media platforms, helping inspire new participants.

Ever heard of bone cancer?

 

BCAW Campaign in October 2025 featuring Jessica Lane

Since 2008, our annual Bone Cancer Awareness Week (BCAW) campaign has aimed at raising life-saving awareness of primary bone cancer. Held in October, BCAW advocates for patients, educates on the signs and symptoms, and highlights the urgent need for an earlier diagnosis.

In 2024, our campaign Ever Heard of Bone Cancer was inspired by our patient community after a patient survey revealed 76% of cases are misdiagnosed, and that many patients had never heard of bone cancer before their diagnosis.

At the heart of the campaign was Jessica Lane, a member of our community who was diagnosed with osteosarcoma weeks after giving birth. Despite repeated presentations to a healthcare professional with red flag symptoms, she didn’t receive an accurate diagnosis until 6 months after her symptoms began. Jessica’s story was shared throughout the week, and her video was shortlisted for a Smiley Charity Film Award, allowing new audiences to learn about bone cancer.

Throughout the campaign, BCRT raised awareness by raising money, bringing in new contacts into our support service, selling over 700 orange awareness ribbons, and sharing social media content that was seen 3 million times. The campaign also enabled contributions to our first-ever awareness survey, allowing those with lived experience to share our future advocacy and influencing work.

By engaging with patients and charity supporters directly, our campaigns often encourage others to share personal experiences and feel less alone.

Highlighting the real, authentic experience of patients drove the campaign forward. Integrating different charitable activities inspired different audiences to engage in a way that was most fulfilling to them, which generated even wider impact.

Looking to the future

These projects highlight the importance of patient advocacy and putting your patient community at the forefront of all activities.

We are excited to appoint a dedicated Patient Involvement Officer in January 2026 who will ensure that our patient community is integrated throughout all BCRT activities. This commitment will strengthen our advocacy in action for years to come.

As we approach our 20^th anniversary year, we are excited to continue showing up for our community in the ways that they want us to. And we look forward to continuing to work with groups across SPAGN to celebrate excellence in patient advocacy and care.