Liver disease is a silent killer and is currently on the rise, killing more than 10,000 people each year in the UK[1]. Despite 90% of liver diseases being preventable, three in four people are currently diagnosed with cirrhosis of the liver at a stage when it is too late for lifestyle changes or intervention.
To raise awareness and increase public understanding of liver disease, its risk factors and associated lifestyle choices, the British Liver Trust is partnering with ITN Business, a leading provider of news and information across all sectors, to produce ‘Good Liver Health’.
Launching during Love Your Liver month in January 2024, the news-style programme will look at the risks associated with liver disease and what can be done to reduce these, as well as highlighting liver cancer and addressing its stigma.
‘Good Liver Health’ will be hosted by presenter Sangeeta Kandola in ITN’s London studio and will address the stigma around liver disease and shine a light on liver cancer. The programme will explore important themes including:
- The liver disease crisis in the UK and the urgency to tackle it
- The promotion of good liver health through awareness of lifestyle factors, routine testing and early diagnosis
- Stamping out the stigma surrounding liver disease through education
- Raising awareness liver cancer and its relationship with other liver diseases
[1] The British Liver Trust. Statistics. URL: https://britishlivertrust.org.uk/about-us/media-centre/statistics/
Pamela Healy, chief executive at the British Liver Trust said: We are thrilled to partner with ITN for the 'Good Liver Health' programme, aimed at raising awareness of liver disease and inspiring individuals to proactively maintain a healthy liver. Liver disease serves as a crucial indicator of the nation's health, emphasising the urgent need to strengthen prevention measures, encourage early detection, and tackle stigma. With the alarming rise in liver disease deaths in the last three years, it is imperative that we take immediate action to curb this concerning trend and combat the increasing prevalence of liver disease in the UK."
Launching in January 2024, ‘Good Liver Health’ will combine expert interviews, news items and reporter-led sponsored editorial profiles. The programme will highlight best practice case studies including organisations exploring latest developments in health and lifestyle research to support good liver health. The programme will be supported by a digital launch and marketing campaign, and will be hosted online by the British Liver Trust and ITN.
Nina Harrison-Bell, Head of ITN Business said: “With liver disease mortality rates four times higher than they were in 1970, it is vitally important we partner with the British Liver Trust to continue their mission of raising awareness of the disease and its risk factors. We hope to celebrate the work of organisations who are working tirelessly to move towards a world without liver disease.”
There are commercial opportunities for healthcare organisations to be featured in the programme and lead their own news item We're looking for organisations from across the healthcare sector to share their stories by taking part. If this seems relevant to your work, then please contact ITN Business’ Senior Programme Director Georgia Gerstein at Gerogia.Gerstein@itn.co.uk
