This blog has been written by FCN’s National Manager (Northern Ireland) Caitriona Crawford, as part of the Rural Communities Cancer Project – a UK-wide partnership between FCN and Macmillan Cancer Support.
Having completed the Nuffield AgDiversity online course and, more recently, the Northern Ireland Rainbow Project’s Cancer Champion Training, I felt compelled to take a step back and reflect on our Rural Communities Cancer Project—especially on how our work is about reaching not only the “hard to reach” in terms of geography, but also those whose individual needs make accessing support more challenging.
The Role of the Rural Communities Cancer Project in Diverse Rural Landscapes
When people hear the word ‘rural’, they often think of remote locations, long distances, and small populations. While this is true, it only captures part of the picture. In the context of our project, ‘rural communities’ encompasses not just residents of remote areas, but also farmers and migrant and seasonal workers—each facing unique, and sometimes overlapping, challenges and barriers.
But rural communities in the UK are far more diverse than these three groups alone suggest. Differences in culture, ethnicity, identity, and needs mean that rurality is only one of many barriers. Factors such as neurodiversity, disability, sexual orientation, socio-economic status, and cultural norms can all intersect, making access to cancer support even more complex.
This is where the Rural Communities Cancer Project can play an important role. Our aim is not simply to reach rural locations on a map, but to genuinely engage with the people who live there. Doing this well requires recognising, respecting, and responding to the full diversity within these communities.
Beyond Rurality
Rural communities can be as varied as any city neighbourhood. Within a single village or district you may find:
- Ethnically diverse families whose first language may not be English
- LGBTQIA+ individuals who fear stigma or lack affirming care
- Neurodivergent people who need different communication approaches
- Isolated older residents with limited digital access
- Communities where cancer stigma or cultural beliefs affect help-seeking
- Families experiencing financial hardship that limits travel or treatment choices
Reaching these communities requires more than just being present—it requires understanding, listening and it requires equipping ourselves with the skills to offer support that is sensitive, inclusive, and informed. It’s something I’m genuinely proud has been woven through many of our team conversations, and something just this week a colleague has again brought to the forefront for forward planning.
Why We Must Equip Ourselves With the Right Skills and Knowledge
As a project team, we know we cannot provide every specialist service people may need. But what we can do is ensure that every interaction we have is respectful, safe, and supportive—and that we are able to best connect people to the right personalised care.
This is where training and continuous learning become essential. DEI training isn’t about ticking boxes—it’s about creating safer, more accessible journeys for people affected by cancer. It helps us:
- Communicate sensitively and clearly with people from diverse backgrounds
- Identify when someone may need additional support
- Build trust with communities who may have had negative healthcare experiences
- Challenge our own assumptions and unconscious biases
- Advocate for tailored, equitable support where it is missing
When we understand these barriers, even if we cannot solve every one of them, we can make better referrals, provide more appropriate information, and ensure no one feels overlooked or unheard.
Connecting Rural Communities to the Support They Deserve
While we cannot be all things to all people, we can be a referral bridge. When we are well-informed and aware of the unique challenges diverse rural communities face, we can:
- Identify gaps early
- Signpost to appropriate services
- Facilitate connections to personalised cancer support
- Advocate for underserved groups
- Make sure no one is lost in the system simply because of where they live—or who they are
Our goal is to ensure that every person in a rural community—regardless of background, identity, or circumstance—has a fair chance at accessing timely, compassionate, and effective cancer support.
A Commitment to Continuous Learning and Inclusive Impact
Reaching rural areas is just the beginning. Truly serving rural communities means meeting people where they are, in every sense.
By equipping ourselves with the knowledge and tools offered through DEI training and specialist programmes, familiarising ourselves with support available through Macmillan Cancer Support and the wide range of cancer support charities across the UK, we strengthen our ability to reduce inequalities, build trust, and reach everyone, especially those who need us most.
Below: Caitriona Crawford, National Manager (Northern Ireland), pictured alongside the WHSCT Macmillan Information & Support Team, Derry Well Women, and the Mindwise Macmillan Psychosocial Team during a recent Cancer Champions training session led by the Rainbow Project in NI
