The last edition of the Aurora top 20 opened with the claim that it is getting sunnier day by day and that Spring is on its way. So why have we been wearing wellies to work this month? The bad weather washed out the exceptionally early Easter and Aurora was forced to hibernate with only chocolate eggs for consumption and newspapers to stem the tide of boredom. With full bellies we present you with the March top 20.

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Two new topics entered the Aurora top 20 in March (embryo research and tuberculosis) and four topics re-emerged. Obesity, which often leads the chart, dropped 11 places - like the Aurora team and chocolate eggs, perhaps journalists have over-indulged of late and have decided to reduce intake of fatty stories for the time being.  Breast cancer jumped up the chart, as did depression/anxiety and stroke. Maternity services dropped down the chart considerably, yet no resolution seems to have been reached on this topical issue - undoubtedly it will creep back up the chart later this year.

Below we look at why certain topics moved the top 20 chart in March.

Breast cancer. A wide range of papers reported that, since the NHS cancer screening initiative was introduced 20 years ago, more than 100,000 women have been diagnosed with breast cancer. Providing some hope, a study in the International Journal of Clinical Practice suggested that taking aspirin, and other non-steroidal anti-inflammatory drugs, may reduce risk of developing breast cancer by 20%. However, Dr John Toy, Medical Director at Cancer Research UK, cautiously commented on BBC Online that, "This is the first report of this observation and, as ever in science, the findings need to be replicated before we can draw definitive conclusions." This story was balanced by reports that women who stop taking hormone replacement therapy have a 25% higher risk of developing all types of cancer, including breast cancer, three years after suspension of therapy.  As ever, the Daily Star carried heavy-weight analysis of health issues and reported that Blu Tack turned pink during March to raise awareness of breast cancer. 

Embryo research produced hot debate in March with perhaps one of the strongest comments coming from Catholic Cardinal Keith O'Brien who was reported to refer to proposed legislation in this area as, “monstrous”, of “Frankenstein proportion”, “grotesque” and “deathly”. The issue provoking such strong on going dialogue is the Human Fertilisation and Embryology Bill; it proposes that scientists should be able to obtain licences to use embryonic stem cells for medical experiments and to combine human DNA with animal cells, if necessary. Stem cells are powerful master cells found in human embryos, which can grow into any type of tissue and are hoped to advance research in a wide range of disease areas. The Bill also proposes new boundaries for fertility clinics and circumstances for screening embryos for defects, or gender. The Catholic Church's position has ricocheted through Parliament and created a headache for the Prime Minster with the whip being withdrawn and politicians provided with an open vote on this controversial issue.  Whilst the issue has created polarised groups, many people have fragmented views due to the ethics involved and personal religious beliefs; Sir Liam Donaldson, the Chief Medical Officer, was reported to say that even scientists feel a “degree of repugnance” at the idea of stem cell research.

Tuberculosis (TB) caused widespread public concern in the 19th and early 20th centuries when it caused vast numbers of death; the disease was considered to be an endemic disease of the urban poor. In recent time affluent societies have assumed that the threat of this disease has decreased, but the topic spluttered its way into the top 20 this month when Department of Health figures reported in the press claimed that cases of TB have risen by 17% in a recent three-year period. The story was ramped up towards the end of the month when tabloids and broadsheets reported that a virtually untreatable case of TB had been diagnosed in Scotland in a male asylum seeker. The BNP used this case as an opportunity to beat the anti-asylum drum, however, Dr Oliver Blatchford, a consultant from the Public Health Protection Unit, said that the strain was, "no more infectious than ordinary”, which hopefully allayed some concerns.

Alzheimer's disease (AD) creeped back into the chart - powered by celebrity championship of the issue. Terry Pratchett, a fantasy novelist, attacked the NHS and his comments gained widespread coverage. The 59 year old author was diagnosed with AD at the end of last year and this month was reported to speak out against NICE's ruling that early stage AD patients should not receive licensed medication for the condition.  The Times reported that Pratchett said, “In contrast to the “war” against cancer, the shortage of specialists leaves those of us with early onset in particular, [fighting] a series of skirmishes" and he amusingly commented that, “The NHS kindly allows me to buy my own medication because I'm too young to have Alzheimer's for free, a situation I'm OK with in a want-to-kick-a-politician-in-the-teeth-kind-of-way.”  In other news, The Daily Telegraph and Daily Express reported new research that suggests having two parents with AD doubles one's risk of developing the disease.  Additionally, researchers reporting in The Journal of Particle and Fibre Toxicology suggested that exposure to traffic fumes may increase risk of developing AD; this was picked up by the national press.

And finally, the soft drinks industry gained coverage this month with the claim that fruit juices should receive a tax break in order to encourage the public to increase their intake of healthy foods (all other types of fruit and vegetables are not currently taxed) - let's just hope that such a move would not increase intake of cocktails! Anyone for a tequila sunrise...?

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Aurora strives to apply quantitative, qualitative and emotional understanding of health issues to client communication programmes. Dove-tailing informed PR activity with the media's appetite enables us to assist clients with communicating their vision.

To find out more, contact Neil Crump or Claire Eldridge on 020 7424 7940. 

The top 20 chart provides our interpretative snap-shot of health stories in the national press and is based upon a quantitative process. Analysis based on news from the 26 February to 25 March 2008.