Elena Semino, PhD, of Lancaster University, UK, discusses why it is important to improve communication about cancer. Improving communication involves greater awareness from researchers, charities and healthcare professionals. It is important to look out for ways in which language may be helpful or unhelpful, in order to communicate more sensitively. Prof. Semino mentions that her own research team is putting together a set of resources with different metaphors that can be offered to people as an alternative way of making sense of their experience. Recorded at the 2016 National Cancer Research Institute (NCRI) Conference in Liverpool, UK.