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Top 10 Campaign in Health & Wellbeing · October 2026
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Top 10 Campaign
Health & Wellbeing · October 2026

Don’t Go Quiet: Cancer Ghosting

PR Campaign
Saturday 10th October, 2026

Macmillan Cancer Support highlighted “cancer ghosting” — when friends withdraw after someone is diagnosed — through patients’ accounts of losing long-standing friendships. Alongside a YouGov poll showing that 26% of UK adults have struggled to communicate with someone they know who has cancer, the charity urged people to check in and offer practical support.

Why it worked: It coined a sharp, searchable term (“cancer ghosting”), paired it with fresh YouGov stats and raw first-person voices, creating a clear social-behaviour news hook.

The lesson: Consider naming an unspoken behaviour with a punchy phrase, back it with quick polling, and attach human testimonies plus a simple call-to-action.

Macmillan Cancer Support
1 Source:

Coverage over time

How this story spread across the media

Publication Headline Date
stv.tv ‘Cancer ghosting’ concerns as charity urges people to support loved ones Saturday 10th October, 2026
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