Rethink Liver Cancer 2025

Recognising cholangiocarcinoma (bile duct cancer; one of the biliary tract cancers) as a primary liver cancer is a simple but vital reference point for policymakers, health professionals and the wider public to unite around tackling the growing threat presented by this poorly known disease with one of the worst survival rates of any cancer.

With increased incidence and appalling mortality, there is a desperate need for a game changing increase in awareness and a better understanding of cholangiocarcinoma, especially amongst healthcare professionals. Earlier diagnosis is essential for patients to receive the treatments they need in a more appropriate and timely way.

It’s time to Rethink Liver Cancer.


The Rethink Liver Cancer White Paper

AMMF commissioned and funded a study, using data from over 50,000 biliary tract cancer patients within the NHS in England.

Carried out by NHS England and Health Data Insight CIC (HDI) in collaboration with partners at Imperial College, the research findings provide concrete evidence supporting the urgent need to improve how cholangiocarcinoma is diagnosed and treated.

AMMF’s White Paper outlines the findings from this study and provides recommendations for commissioning, healthcare professionals, patients and carers.


The Faces of Cholangiocarcinoma

AMMF was delighted to work with the celebrity photographer, Rankin, and eight people who have been diagnosed with cholangiocarcinoma to produce a stunning portfolio of images.

Each person’s vibrancy illustrates that timely access to the right specialists and treatment enables people to live life to the full after a cholangiocarcinoma diagnosis, which underlines the importance of a Fairer Deal, Faster for all.


Parliamentary Receptions

AMMF has taken the Rethink Liver Cancer campaign to parliament to ask those who have the power to make change, to ensure that people diagnosed with cholangiocarcinoma receive better and more equitable care.


For more information on cholangiocarcinoma, including causes, risk factors and symptoms:


“I had never heard of cholangiocarcinoma when I was diagnosed and didn’t realise that it is a type of liver cancer which is occurring increasingly frequently, including among younger people.

AMMF’s Rethink Liver Cancer campaign is helping to support and educate everyone with the power to improve early detection, ensure more effective treatment and, ultimately, find a cure for this devastating disease.”

Dame Zandra Rhodes

Photo credit: Jonathan Phang

June 2025