We have all put things off we might not like to think about or find difficult to broach. Its human nature to shy away from an unpleasant situation but almost always it’s better to be open and face things head on.

The topic of cancer is precisely one of those topics, which people need to openly discuss and destigmatise. Statistics from Cancer Research UK show that half of the UK population will have cancer at some point during their life, so why avoid a subject which touches everyone’s life?

Look recently to the ground-breaking work of the late Rachael Bland who so poignantly discussed her cancer diagnosis and all the various ways it impacted her life. Rachael helped to break down the stigma surrounding cancer and as her husband said in a tribute to her: “prove that it is possible to live life to the fullest even when facing huge challenges on a daily basis.”

Rachael and many others are turning the tide of the debate and making people understand that this is not a topic to talk in hushed tones about but instead speak openly about and understand that it is just another facet of life which we must contend with. The knock on impact of normalising this conversation could be hugely positive in many different ways but one unintended positive consequence is, it might just help close the protection gap.

Time and time again, I hear that part of the reason why so few people have protection, is because advisers feel uncomfortable having these kinds of conservations with their clients. Some find it difficult to discuss the merits of critical illness cover or other forms of protection, because they feel topics such as cancer are too sensitive to broach with a client they may not know that well.

Cancer is unfortunately a part of life for so many people, and so advisers need to be happy to discuss how protection can help make sure that if someone does get a diagnosis, life can go on without any financial stress. Further statistics from Cancer Research UK show that, on average, 50% of those who get diagnosed with cancer now survive cancer for 10 or more years. This stat shows that if someone is covered, they can have the financial flexibility to contend with their diagnosis without needing to worry about money, beat it, and continue to live their lives.

MacMillan Cancer Support estimates that over 8o% of people diagnosed with cancer are £570 worse off per month whether it’s due to missing their regular income as they are unable to work or simply because of needing to pay for extra costs such travel to and from the hospital. A critical illness policy can at the very least help alleviate these financial stresses.

However, financial support is not the only thing a critical illness policy can provide someone battling cancer. Providers are now recognising that emotional support can be just as crucial to helping someone keep going after a diagnosis. Many are offering services such as Redarc, which gives patients access to experienced, registered nurses who can give care and support and help to connect customers with face to face therapy.

It’s these added extras that can sometimes make all the difference to someone’s wellbeing and actually be the real value adding aspect to a critical illness policy. However, a critical illness policy is only ever worth anything if you actually have it. Changing the conversation around cancer will hopefully have the knock on effect of making advisers feel more comfortable advising their clients about the merits of cover and ultimately help to close the protection gap.