BLOOD in wee is a 'crucial' symptom of bladder and kidney cancer yet only 16 per cent of those most at risk in Somerset check the colour of their wee every time they go to the toilet.

Public Health England (PHE) has launched a new ‘Be Clear on Cancer’ campaign in Somerset to highlight blood in pee as a key symptom of bladder and kidney cancers.

The campaign aims to encourage people to ‘look before they flush’ and visit their GP without delay if they notice blood in their pee, even if it’s just once.

Figures from PHE show that 44 per cent of people in Somerset said they would not seek medical advice if they saw blood in their pee just once but 43 per cent said they would wait and see if it happened again, putting off a potentially vital diagnosis.

One person who knows about the damage it can cause is Pat Nicholls, 78, from Burnham-on-Sea.

The retired teacher and hotelier noticed what she thought was blood in her pee while Christmas shopping in December 2015.

Pat gave a urine sample to her GP but she was advised to pick up a prescription for antibiotics as they thought it was probably an infection and the sample was sent to the laboratory.

The doctor called back four days later and said it wasn’t an infection and recommended her for fast track to the Urology Department at Musgrove Park Hospital.

Following a cystoscopy, doctors discovered that Pat had an early stage superficial bladder tumour.

The tumour was removed in January 2016 and tests and investigations since have been negative.

Pat said: “The treatment and care I have had has been excellent.

"I was lucky that I discovered the blood in my pee so quickly, I use coloured toilet block at home, so it might have been there before, I just didn’t notice it and I had no other symptoms to indicate something might be wrong.

“A friend of mine was diagnosed with bladder cancer a few years before I was and she talked quite openly about it so I did not fear it and the treatment as much as I might have for another cancer.

“I now talk about my experience and urge everyone to look before they flush, and if they do notice anything, to see their GP as soon as possible."

When asked about why they wouldn't go to their GP straight away, figures showed that 21 per cent of people in Somerset say they would be worried about wasting GP's time and 23 per cent would only book an appointment sooner if they had other symptoms.

As part of the campaign Public Health England are releasing a short film featuring TV doctor, Dr Dawn Harper, to show people what to look out for as the colour of blood in your pee can vary - from very diluted, to bright red or dark brown, like the colour of weak black tea.

Blood in pee is a symptom of almost two thirds of all bladder cancers and around a fifth of kidney cancers.

A spokesman for Public Health England, said: "The South West statistics are worrying and show that not only are over 50’s not checking their pee after going to the toilet, 44 percent would not seek advice if they saw blood in they pee just once.

“We know that if bladder and kidney cancers are picked up early, people are more likely to have better outcomes and ultimately that saves lives.

“I would urge anyone who sees blood in their pee, don’t wait for it to happen again before getting it checked out, visit your GP straight away.”

Figures show that every year in England around 19,100 people are diagnosed with bladder or kidney cancer and sadly around 8,000 people die from these diseases.

PHE says early diagnosis is 'critical' as 84 per cent of people diagnosed with kidney cancer and 77 per cent with bladder cancer at the earliest stage will live for at least five years.

At a late stage this drops to 10 per cent and nine per cent respectively.

Professor Chris Harrison, national clinical director (Cancer) for NHS England, said: “The earlier people are diagnosed, the better their chances, which is why it is vital people understand what to look out for and when to visit the GP. This campaign has the important aim of helping raise awareness of the signs and symptoms of bladder and kidney cancer and encouraging people to visit their GP after seeing blood in their pee.”

The ‘Be Clear on Cancer’ ‘Blood in Pee’ campaign runs until September 23 and includes advertising on TV, radio and in washrooms and online.

For more information about the signs and symptoms of bladder and kidney cancer, search ‘Be Clear on Cancer’.