Jessica Brady’s story is one that has resonated deeply with families, doctors, and policymakers across England. At just 27 years old, Jessica died in December 2020, only three weeks after learning she had stage 4 adenocarcinoma—a devastating diagnosis that came after more than 20 GP appointments over six months failed to identify her illness. Despite her repeated pleas for help, Jessica was told she was “too young” to be seriously ill, with her symptoms attributed to long Covid. By the time her cancer was finally detected, it was too late for treatment, and she passed away in hospital having been placed on oxygen, as reported by both BBC and the Department of Health and Social Care.
Jessica’s mother, Andrea Brady, refused to let her daughter’s experience be in vain. Driven by grief and a sense of duty, Andrea spent nearly five years campaigning for change. Her efforts, alongside support from politicians, medics, and nearly half a million members of the public, have now led to the nationwide rollout of Jess’ Rule, a new NHS initiative designed to prevent similar tragedies by improving the early diagnosis of serious illnesses, especially in young people.
Jess’ Rule, announced on September 23, 2025, requires GPs across England to adopt a “three strikes and rethink” approach. According to the Department of Health and Social Care, if a patient has three appointments without a substantiated diagnosis or if their symptoms escalate, GPs must reconsider their approach. This could mean arranging a face-to-face consultation (especially if previous appointments were virtual, as many of Jessica’s were due to COVID-19 restrictions), conducting thorough physical examinations, ordering additional diagnostic tests, seeking second opinions, reviewing patient records, or considering specialist referrals. The goal is to ensure no patient, regardless of age or ethnicity, is dismissed or left undiagnosed for too long.
Research by the Nuffield Trust and the Health Foundation underscores the urgency of this reform. Their report found that half of 16 to 24-year-olds require at least three GP appointments before receiving a cancer diagnosis, compared to just one in five across the wider population. This disparity is even more pronounced for patients from ethnic minority backgrounds, who often face delays because their symptoms may not fit the typical patterns seen in older or white patients. Jess’ Rule aims to address these inequalities head-on, ensuring every patient receives the same high standard of care.
Andrea Brady’s determination has been central to this transformation. “In the bleak weeks following the loss of Jess, I realised it was my duty to continue what she had started. It has taken nearly five years to bring about Jess’s Rule,” Andrea said, as quoted by the Department of Health and Social Care. “I would like to dedicate this initiative to all the young people who have been diagnosed too late. It has only been made possible because of the people who have listened—politicians, medics, and the nearly half a million who supported the campaign.”
Jessica herself was a promising young engineer at Airbus, admired for her passion and positivity. Footage aired on BBC Breakfast showed her expressing admiration for women in STEM and her drive to make a difference. But in the summer of 2020, her health began to decline. She suffered from abdominal pain, coughing, vomiting, and weight loss—symptoms that should have prompted deeper investigation. Instead, she was repeatedly reassured that she was too young for anything serious and prescribed antibiotics and steroids for misdiagnosed conditions. Only when her mother paid for a private consultation was the true nature of her illness revealed.
Health and Social Care Secretary Wes Streeting acknowledged the impact of Jessica’s story, stating, “Jessica Brady’s death was a preventable and unnecessary tragedy. I want to thank her courageous family, who have campaigned tirelessly through unimaginable grief to ensure Jessica’s legacy helps to save the lives of others. Patient safety must be the bedrock of the NHS, and Jess’ Rule will make sure every patient receives the thorough, compassionate, and safe care that they deserve, while supporting our hard-working GPs to catch potentially deadly illnesses.”
The initiative has been developed in collaboration with the Chair of the Royal College of General Practitioners (RCGP) and NHS England. Dr Claire Fuller, National Medical Director at NHS England, praised the Bradys’ campaign: “I am very humbled by the efforts of Andrea and Simon Brady, who have campaigned for this important initiative which will undoubtedly save lives by avoiding missed or delayed diagnoses and ensuring patients receive the right treatment at the right time. Many clinicians already apply a version of ‘three strikes and rethink’ in their routine practice, but Jess’s Rule formalises this instinctive approach, providing a consistent structure to support reflection and timely action for patients.”
Professor Kamila Hawthorne, Chair of the RCGP, highlighted the challenges GPs face: “No GP will ever want to miss signs of serious illness, such as cancer. Ensuring a timely diagnosis often means better outcomes for patients—but many conditions, including many cancers, are challenging to identify in primary care because the symptoms are often similar to other, less serious and more common conditions. Alternative diagnoses are often more likely, particularly when considering risk factors such as age. If a patient repeatedly presents with the same or similar symptoms, but the treatment plan does not seem to be making them better, or their condition is deteriorating, it is best practice to review the diagnosis and consider alternative approaches. We hope that by formalising this with Jess’s Rule, it will remind GPs to keep this at the forefront of their minds.”
To support the implementation of Jess’ Rule, the RCGP has developed an educational toolkit for GPs focused on the early diagnosis of cancer in young adults. Paul Callaghan, policy manager at Healthwatch England, welcomed the new rule, saying, “The news that Jess’s Rule is being introduced into the NHS will come as a relief to those living with the anxiety of worrying symptoms, but are unable to get a diagnosis. Jess’s Rule will also improve patient safety by ensuring more rapid diagnosis of cancer and other illnesses, and provide clarity to those experiencing sickness or ill health. It is vital that the rule is implemented quickly and consistently, and people can make informed decisions about their care.”
Jess’ Rule builds on other NHS patient safety initiatives, such as Martha’s Rule, which empowers patients and families to request urgent clinical reviews in acute hospitals. The government has also committed to recruiting over 2,000 extra GPs in a year, investing more than £1 billion in 2025-26 to improve GP services, and public satisfaction with GP care is reportedly rising, according to recent ONS statistics.
By catching illnesses earlier and ensuring no patient is left behind, Jess’ Rule not only honors Jessica Brady’s legacy but also marks a significant step forward in patient safety—one that could save countless lives in the years to come.