Public health chiefs have mounted a campaign to raise awareness of the symptoms of bowel cancer – a disease that kills more than 100 people a year in the Bradford district.

The campaign Be Clear On Cancer encourages people who have had blood in their stools or loose stools for more than three weeks to see their doctor.

There are about 263 cases of bowel cancer diagnosed in Bradford and Airedale every year, and yet public awareness of symptoms remains low.

The majority of cases occur in people over the age of 55, affecting both men and women. It is the second biggest cancer killer, responsible for 13,000 deaths a year nationally, including 110 in Bradford and Airedale.

Julia Burrows, public health consultant at NHS Airedale, Bradford and Leeds, said: “This campaign is instrumental in raising awareness of the early signs and symptoms and potentially saving hundreds of lives.

“I urge anyone who is worried about their symptoms to speak to their GP straight away. The message is clear – the earlier bowel cancer is diagnosed, the easier it is to treat. Your symptoms may be nothing serious, but it is better to have them checked out early.”

Care Services Minister Paul Burstow said: “No-one likes talking about their poo. But we need to get over the embarrassment and talk to someone about it.”

The campaign is being backed by former Emmerdale star Frazer Hines, who played Joe Sugden in the soap and was diagnosed with bowel cancer in 1999. He had a section of bowel removed before undergoing chemotherapy and eventually receiving the all clear.

He said: “I’m proof that spotting signs and symptoms for bowel cancer and talking to your doctor early can be a life saver. There’s nothing to be scared or embarrassed about.”

Visit nhs.uk/bowelcancer.