Amber’s Legacy Foundation, dedicated to driving cervical cancer awareness across the UK, has emerged as a powerful force in combating this largely preventable disease, championing early detection and community education.
Based in Sunderland, this self‑funded charity was established by Darren Cliff, father of Amber Rose Cliff, in memory of his daughter who tragically lost her life to cervical cancer at age 25. Since its inception, the Foundation has focused on increasing awareness of cervical cancer and encouraging women to attend their regular smear tests every three years, a vital step in early detection and prevention.
In the UK, cervical cancer remains a significant public health concern, with around 3,300 new cases diagnosed annually and approximately 890 deaths each year despite being largely preventable through screening and HPV vaccination programmes. Participation in cervical screening has declined in recent years, with coverage falling below national targets, emphasising the urgency and relevance of Amber’s Legacy’s mission in Sunderland and beyond.
Amber’s Legacy Foundation is driven by personal experience and a commitment to making a difference. Darren Cliff, the founder, balances running his own building maintenance company in the North East of England with dedicating as much of his spare time as possible to the charity. “We run Amber’s Legacy with a number of brilliant and committed volunteers,” he explains. “We use our social media platforms to spread awareness of cervical cancer and HPV, as well as running a series of events over the course of the year.” Established over eight years ago, the charity remains fully self-funded, a testament to the dedication of Darren and his team.
When Amber Rose Cliff tragically passed away on January 8, 2017, her death sparked the initial drive behind Amber’s Legacy Foundation. At the time, the charity’s first goal was to lower the age for smear tests in the UK from 25 to 18, as Amber had been refused a smear test on multiple occasions despite showing clear symptoms at just 21.
“We started an online petition which gained 435,000 signatures in a few months, and this took the case all the way to Parliament when Theresa May was Prime Minister.”
Darren Cliff, Founder, Amber’s Legacy Foundation
The team attended several subsequent meetings in the House of Commons as the campaign gained momentum, but the onset of the COVID‑19 lockdowns temporarily stalled progress.
During this period, discussions with prominent and high-level consultants provided critical insights. They highlighted that the current age limit exists for important medical reasons: unnecessary testing in younger women can affect fertility, and pre-cancerous cells in under-25s often clear up naturally without intervention. Reflecting on this, Darren explains, “We decided to focus on raising awareness, the importance of attending your smear test, recognising early symptoms, and empowering women with knowledge to protect their health.”
Raising Awareness, Saving Lives
Amber’s Legacy Foundation has adopted a multi-layered, highly visible approach to cervical cancer awareness, meeting communities where they already are. From classrooms to pubs, hospitals to sporting arenas, the charity’s campaigns are designed to spark conversation and prompt action. Currently, the Foundation is working closely with NHS immunisation teams across the North East, supporting education efforts around the HPV vaccine among schoolchildren aged 11 to 16. Darren, founder of Amber’s Legacy Foundation, notes that “Amber’s story has a profound effect on children in that age group,” helping to make complex health messages both relatable and memorable.
Beyond schools, the charity has delivered workshops and outreach sessions in universities, hospitals, GP surgeries, colleges, and community spaces, distributing educational leaflets and using pop-up banners to reinforce key messages. One of its most impactful grassroots initiatives involved placing A3 awareness stickers on the backs of toilet doors in pubs, restaurants, offices, and colleges, a simple but effective reminder for women to prioritise their smear tests. “All of these events are equally important,” Darren explains, emphasising that repetition and visibility are central to behaviour change.
Fundraising and awareness have also gone hand in hand. Supporters of Amber’s Legacy have taken part in high-profile sponsored challenges including the Three Peaks mountain climb, pier-to-pier walks, the Great North Run, Total Warrior assault courses, parachute jumps, and sponsored football matches. The charity has also hosted public talks involving well-known figures, including Joe Calzaghe, all of which have been widely shared on social media. According to Darren, this sustained digital presence has helped the charity reach hundreds of thousands of people over the years.
Volunteer mobilisation has been driven by both public attention and personal connection. Following Amber’s passing, the story received local and national media coverage, appearing in tabloids and on television, which drew widespread public support. “Amber was extremely popular, and a huge number of people jumped onto the campaign,” Darren says. Over time, the charity’s work supporting other families affected by cervical cancer, offering both advice and financial assistance, has helped forge new relationships that continue to strengthen its volunteer base.
Celebrity support has further amplified the Foundation’s reach, with public backing from figures including Sting, Jill Scott, Katie Price, Kevin Keegan, Hayley McQueen, Roy Jones Jr., Joe Calzaghe, Lorraine Kelly, Terri Harper, and Peter Beardsley, among others. “Having people in the media spotlight definitely helps to spread the word. People sit up and take notice.”
Even small, symbolic actions have been used to extend awareness globally. Painted Amber’s Legacy stones, placed in public spaces and taken on holidays by supporters, carry the charity’s details and invite strangers to relocate them, quietly spreading the message across countries and continents.
Breaking Barriers to Early Detection
Despite advances in screening and treatment, cervical cancer awareness in the UK continues to face barriers. From his experience, one of the most persistent challenges remains embarrassment and stigma surrounding smear tests. “I still believe embarrassment is one of the main challenges that women suffer in respect of going for a smear test,” says Darren. The charity actively campaigns to dismantle this stigma, which he notes can be particularly pronounced within some ethnic communities where cultural norms encourage greater privacy and restraint around women’s health.
Misinformation and fear also play a significant role. Many women continue to associate smear tests with pain, despite improvements in the procedure. Darren explains that “nowadays, it can literally take less than a minute in some cases,” adding that modern medical tools, including smaller pap brushes, have made the process far less uncomfortable than it once was. Education, he emphasises, is critical. “Like all cancers, most are treatable if found early,” he says, stressing that wider awareness of early symptoms could save countless lives.
The impact of Amber’s Legacy Foundation’s work has been both visible and personal. Darren believes the charity has had a major influence on encouraging women to book and attend smear tests, particularly in the period following Amber’s passing. “We know that the local GPs in our area were booked solid for a few months after Amber passed away simply because of her story,” he recalls. Beyond statistics, the charity has received hundreds of messages from women who delayed screening but chose to attend after learning about Amber’s story. In some cases, early action proved lifesaving. “Unfortunately, some were actually found to have cervical cancer and had to undergo treatment,” Darren says, emphasizing the urgency of early detection.
Alongside these difficult realities, the charity has also received an outpouring of gratitude. Many women have written to thank Amber’s Legacy for giving them the final push they needed to prioritise their health, reflecting the charity’s tangible impact at both community and individual levels.
If there is one message Darren wants women everywhere to hear, it is this:
“Ladies, please think about this. A few minutes of possible minor discomfort is better than months, maybe years, of invasive treatments, radiotherapy and chemotherapy, and all of the suffering that goes with that for you and your family. Book your smear test.”
Darren Cliff, Founder, Amber’s Legacy Foundation
Amber’s Legacy Foundation’s Vision for a Cervical Cancer-Free Future
Looking ahead, Amber’s Legacy Foundation remains firmly focused on a future where cervical cancer is no longer a threat to women’s lives. For Darren, the charity’s long-term vision aligns with a growing global consensus: the elimination of cervical cancer. Central to that goal is the widespread uptake of the HPV vaccine, which he describes as “the best thing that has happened in the prevention of cervical cancer.”
Cliff points to emerging public health projections that suggest a transformative possibility. With full vaccination coverage for both girls and boys, alongside continued screening, cervical cancer could be virtually eliminated by 2040. Through its ongoing collaboration with NHS immunisation teams, community education, and persistent advocacy, Amber’s Legacy Foundation is actively contributing to that future, ensuring families are informed, young people understand the importance of vaccination, and women feel empowered to attend screening without fear or stigma.
“We want to see the road to elimination. The HPV vaccine is the best thing that has happened in the treatment or prevention of cervical cancer and if all schoolchildren male and female are fully vaccinated, we should see virtual elimination by 2040.”
Darren Cliff, Founder, Amber’s Legacy Foundation
It is inspiring to see Amber’s Legacy Foundation actively driving awareness, education, and vaccination initiatives across the UK, ensuring women and families understand the importance of early detection and prevention. Through campaigns, school outreach, and collaborations with health services, the Foundation is translating the goal of cervical cancer elimination into real action. It is inspiring to see such initiatives take root, and I hope more advocates emerge to join the effort.
Amber’s Legacy Foundation continues to drive awareness through its website and social media platforms, including LinkedIn, Instagram, and Facebook. Supporters and the wider public are encouraged to connect, follow, and engage with these channels to access resources, share information, and participate in campaigns, helping to spread knowledge on cervical cancer prevention and early detection to as many people as possible.
Awareness is a collective responsibility, and I look forward to seeing similar foundations develop in Africa, including Kenya, to help ensure that knowledge and prevention become central in the fight to eradicate cervical cancer.
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