Corporate Toolkit Not Beyond Us worldcancerday.org
Contents
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Welcome
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Your engagement is crucial
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World Cancer Day 2015
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Key Messages
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Social Media
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Campaign Resources
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Need ideas? Be inspired by previous years’ examples
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Mark World Cancer Day 2015
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Welcome
On 4th February 2014, millions of people engaged in World Cancer Day in countries around the world. Individually and collectively, they used the Day to profile the alarming number of myths and misconceptions which surround the disease and which collectively limit our ability to prevent and treat the disease successfully. We were delighted to see organisations use World Cancer Day for the first time to bring their employees together for a disease which affects everyone. The facts are startling to many: 1 in 3 people will develop cancer in their lifetime. All of us will be affected in some way – as individuals, friends, family and colleagues. Our collective efforts of this last campaign created 8.7 billion opportunities for individuals to see, hear, or read about World Cancer Day in the world’s media. As a result of the hard work of UICC’s members and corporate partners worldwide, 674 events were held in 123 countries aiming to dispel myths about cancer and improve everyone’s understanding of the disease. Many companies embraced World Cancer Day and engaged in a variety of activities, with every effort, large or small, being critical to the success of the Day. For example, Chevrolet teamed up with the American Cancer Society to highlight World Cancer Day by creating a 60-second Super Bowl commercial celebrating cancer survival. The company pledged to donate US$1 for every person that ‘purpled’ their Facebook profile, and ended up raising US$ 1 million.
With estimates that more than 100 million watched today’s (Super Bowl) game, we could achieve our goal with just 1 percent participation,” said Tim Mahoney, Chevrolet’s Global Chief Marketing Officer. “Most of us, including many of our employees, have been touched by cancer in some way and this spot celebrates cancer survivors and those who support them.
The 2015 campaign will run under the tagline ‘Not beyond us’, and we are calling on all companies to help us maximise the impact that World Cancer Day can have on individuals around the world. We expect that World Cancer Day 2015 will generate more than 10 billion opportunities to learn about cancer and the steps necessary to prevent it. By any measure, this is an astonishing aspiration but we are confident that with the help of cancer organisations and businesses around the world, we can reach that goal. As leaders in the corporate world, you have the means to make 4th February 2015 the most successful World Cancer Day to date and show that your company is committed to improving the health of the people who touch your business every day. Together we have the opportunity to positively impact the world’s perception of cancer. We can reduce the number of new cases. We can increase early detection of cancers. We can treat more cancers successfully and for those that we cannot, we can ease the last days for cancer patients through appropriate palliative care and pain relief. This is not beyond us. To help you engage your own company on World Cancer Day, we have produced this Corporate Toolkit to plan your company’s activities for 4th February 2015. The Toolkit outlines this year’s key messages, and provides you with materials to distribute amongst your own businesses and your customer communities. It has everything you need to facilitate a successful World Cancer Day. Please take action on World Cancer Day 2015 and show the world that cancer is simply not beyond us. Sincerely,
Cary Adams, Chief Executive Officer Union for International Cancer Control (UICC)
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Your Engagement in World Cancer Day is Crucial
The Big Picture
Playing your part
The global cancer epidemic is huge and is set to rise. Currently, 8.2 million people die from cancer worldwide every year, out of which, 4 million people die prematurely (aged 30 to 69 years).
As leaders in the corporate world, you have access to an international community of employees, customers, and stakeholders. You have the communication expertise and platforms to mobilise your community to take action against an issue which affects so many, thereby making a real impact on the cancer burden.
Urgent action needs to be taken to raise awareness about the disease and to develop practical strategies to address the increasing cancer burden. Disparities between people from different settings are growing, particularly in the access to prevention, treatment and palliative care. Now, more than ever there is a need for a global commitment to help drive advancements in policy and encourage implementation of comprehensive National Cancer Control Plans. Furthermore, we have a collective responsibility to support low- and middle-income countries who are tackling a cancer epidemic with insufficient resources. World Cancer Day is the ideal opportunity to spread the word and raise the profile of cancer in people’s minds and in the world’s media.
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UICC wants to work with you to maximise your business’ reach, and increase the global visibility of World Cancer Day. Through your international network, it is possible to raise the profile of cancer as a global epidemic in people’s minds. UICC is committed to working with you, your employees, and your community to catalyse positive change in battling this epidemic.
World Cancer Day 2015
Tagline: Not Beyond Us Taking place under the tagline Cancer – Not beyond us, World Cancer Day 2015 will take a positive and proactive approach to the fight against cancer, highlighting that solutions do exist across the continuum of cancer care, and that they are within our reach.
The campaign will explore how we can implement what we already know in the areas of prevention, early detection, treatment and care, and in turn, open up to the exciting prospect that we can impact the global cancer burden – for the better. By moving forward together we have the potential to prove: Cancer. It is not beyond us.
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Campaign Key Messages
Choosing Healthy Lives Reducing the social and environmental risk factors for cancer and empowering people to make healthy choices, are key components to achieving the global overarching goal of reducing premature deaths from NCDs by 25% by 2025 and reaching the aspirational targets of the World Cancer Declaration.
Delivering Early Detection Ensuring the availability of, and access to, early detection programmes for cancer can significantly reduce the cancer burden in all countries.
Achieving Treatment For All All people have the right to access quality, effective cancer treatment and services on equal terms, regardless of geography and without suffering economic hardship as a consequence.
Maximising Quality Of Life Understanding and responding to the full impact of cancer on emotional, mental and physical wellbeing will maximise the quality of life for patients, their families and carers.
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Social Media
Follow’, ‘Tag’ and ‘Like’ us on these social media platforms and be part of the conversation in the lead-up to, and on World Cancer Day.
Twitter handle: @UICC Event hashtag: #WorldCancerDay
World Cancer Day www.facebook.com/worldcancerday World Cancer Declaration www.facebook.com/cancerfreeworld UICC www.facebook.com/uicc.org
WCD Username: @worldcancerday Event hashtag: #WorldCancerDay
Please use the following event hashtags: #WorldCancerDay #NotBeyondUs And the following hashtags should be used for the four sub-themes: #HealthyLives #EarlyDetection #TreatmentForAll #QualityOfLife Visit worldcancerday.org/social-media for the full Social Media guide.
THUNDERCLAP
UICC has created a Thunderclap campaign for World Cancer Day 2015. What is Thunderclap? Thunderclap is a tool that facilitates the mass dissemination of a message via Facebook, Twitter and Tumblr by simultaneously posting to the accounts of those who support the campaign. This is a great way to give the campaign visibility and increase the chances of ‘trending’ on social media platforms. For our Thunderclap to go live, we need the support of a minimum of 250 individuals for the message to be broadcast. Sign up to Thunderclap on Facebook, Twitter or Tumblr from 4th December 2014, and join the WCD 2015 Campaign: worldcancerday.org/thunderclap 7
Campaign Resources
World Cancer Day should be viewed as an opportunity to coordinate global and local efforts in the fight against cancer. UICC has developed a core set of materials to support you in developing your 2015 World Cancer Day plans. All materials are available on worldcancerday.org.
World Cancer Day Poster/Postcards
Healthy Life Choices It’s Not Beyond Us
Early Detection It’s Not Beyond Us
Join us on February 4th worldcancerday.org
Join us on February 4th worldcancerday.org
Treatment For All It’s Not Beyond Us
Quality Of Life It’s Not Beyond Us
Join us on February 4th worldcancerday.org
Join us on February 4th worldcancerday.org
Not Beyond Us Join us on February 4th worldcancerday.org
Languages available
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Map of World Cancer Day Activities:
Fact Sheets and Evidence Sheets
Register your activity
Healthy Life Choices Not Beyond Us
Early Detection Not Beyond Us
Empowering people to make healthy choices and reducing the social and environmental risk factors for cancer are key to achieving the global goal of reducing premature deaths from non-communicable diseases (NCDs) by 25% by 2025 and reaching the targets of the World Cancer Declaration.
The World Cancer Declaration Targets to be achieved by 2025:
Target 1 - Health systems will be strengthened to ensure sustained delivery of effective and comprehensive, patient-centred cancer control programmes across the life-course
Target 3 - Global tobacco consumption, overweight and obesity, unhealthy diet, alcohol intake, and levels of physical inactivity, as well as exposure to other known risk factors will have fallen significantly
Target 4 - The cancer causing infections human papillomavirus (HPV) and hepatitis B virus (HBV) will be covered by universal vaccination programmes.
Meeting this challenge is not beyond us if we work together to: • Empower individuals with the right to health • Promote an enabling environment for healthy living in our communities, and • Urge governments to invest in health systems that support healthy lives
The Challenge In many countries, negative public perceptions and stigma associated with cancer stifle informed public discussion and perpetuate misconceptions about this disease. This obstructs efforts to raise awareness about cancer prevention, healthy behaviours and seeking early diagnosis for signs and symptoms. Individuals and communities need to be made aware that at least one third of the most common cancers can be prevented through reducing alcohol consumption, healthier diets and improved physical activity levels. If smoking is included the figure is about 50%. Beyond the four common risk factors, protection from ultraviolet (UV) radiation is also critical for skin cancer prevention. Additionally, occupational and environmental exposures including to asbestos, contribute substantially to the cancer burden. In low resource settings, cancer prevention programmes must go further than addressing behavioural change, with many countries facing a ‘double burden’ of exposures, the most common of which is cancer-causing infections. Several of the most common cancers such as liver and cervical cancers are associated with infections with HBV and HPV, respectively.
Ensuring the availability of, and access to, early detection programmes for cancer can significantly reduce the cancer burden in all countries.
The World Cancer Declaration Targets to be achieved by 2025:
Target 6 - Population-based screening and early detection programmes will be universally implemented, and levels of public and professional awareness about important cancer warning signs and symptoms will have improved
Target 9 - Innovative education and training opportunities for healthcare professionals in all disciplines of cancer control will have improved significantly, particularly in lowand middle-income countries
Meeting this challenge is not beyond us if we work together to:
The Challenge •
Early signs and symptoms are not known for all cancers, but for many cancers, including breast, cervical, colorectal, skin, oral, and some childhood cancers, the benefits of implementing planned approaches to early detection and care are clear. Despite the evidence, for many populations, particularly in low-resource settings, the value of early detection and the importance of seeking care when symptoms are present are not understood, even among health professionals.
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Many low-resource settings face a critical shortage of trained health professionals, which is a key barrier to the delivery of effective and quality and diagnosis early detection.
• Raise awareness about cancer among communities, health professionals and policy makers • Integrate early detection and screening into health systems, and • Invest in a skilled workforce to deliver early detection
Template Press Release The Power Of A Good Quote
Press
Quotes can act as a powerful tool for reinforcing your key messages in any press or educational materials you produce. Think about compiling some quotes from key spokespeople in your organisation or external stakeholders and partners to supplement your cancer communications, and further link your efforts with the global World Cancer Day movement. To see examples of quotes and access quotable quotes/media soundbytes, please visit worldcancerday.org/quotes
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Need ideas? Be inspired by previous years’ examples
Amgen
Sanofi
• Produced a press release that was translated, adapted and distributed locally to the media by Amgen affiliates within different countries
• Collaborated with UICC to feature UICC CEO, Mr Cary Adams in a World Cancer Day video for Sanofi employees • Invited two former patients to visit the offices in Cambridge and Vitry and share their experience with Sanofi employees • Worked with UICC to develop an article on World Cancer Day, which was then leveraged on the company’s intranet • Created signage (e.g., a large physical banner and digital signage) which was displayed internally to remind employees of World Cancer Day • Asked Sanofi employees to sign posters featuring the Myth ‘There is nothing I can do about cancer’, visually represented by a hand. All signed hands were made into a collage and sent to various Sanofi offices for display
Elekta • Raised internal awareness around WCD via blogs and internal news articles • Circulated material from the WCD Corporate Toolkit • Elekta’s CEO posted a blog honouring WCD, which included a video titled “It’s Personal”, featuring Elekta’s employees’ testimonials about cancer. The video was shared via the company’s various social media platforms
Pfizer • Circulated a video featuring UICC CEO, Mr Cary Adams, for their employees • Posted an article highlighting the World Cancer Declaration posted on their website: www.pfizer.com
Roche • Posted two videos on their website: www.roche.com • WCD material promoted through social media Facebook, Twitter, LinkedIn, and YouTube
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Varian • Sent company-wide e-mail message to all 6,000 employees • Produced a WCD press release, which was picked up by various international media such as Yahoo Finance • Released a video of Varian’s CEO talking about the importance of World Cancer Day to the Varian website • Varian customers were directed to Varian website for WCD and a banner was posted on MyVarian, the Extranet for Varian’s Oncology Systems customers • Tweeted about WCD once a day through all three Varian Twitter accounts
Mark World Cancer Day 2015
Combine and adapt activities to best fit your company’s needs. Position your company as a leader in the fight against cancer
Engage with your leadership team
Support your colleagues in choosing healthy lifestyles
Engage with your colleagues
Empower your communities to raise awareness about cancer
Engage with your communities
• Announce your commitment to/partnership with a local cancer organisation • Launch a product related to cancer control and your business objectives • Donate a percentage of the sales of your oncology products to a cancer organisation • Provide employees with access to early detection and screening programmes and services
• Run an internal communications campaign (blog, video, newsletter, emailing, intranet news, etc.) using the World Cancer Day messages and materials • Create incentives for colleagues to bike to work or take public transport • Offer healthy meals and menu options at the company cafeteria • Encourage employees to make healthy resolutions and publicise their commitments across internal communications channels
• Run a social media campaign on Twitter and Facebook • Run a media campaign (press release, forward features in the local press, colleagues video and /or CEO’s blog on the company’s website etc.) • Share facts about screening and early detection with your stakeholders, clients and their families • Organise a presentation on the World Cancer Day campaign key messages for your stakeholders, your clients and their families
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The World Cancer Day Corporate Advisory Group (WCDCAG) unites a number of close UICC corporate partners who have accepted to provide regular input and expertise on the development and roll-out of the World Cancer Day campaign and materials. The WCDCAG’s support is fundamental in helping the cancer community convey key cancer messages and increased understanding of the disease, reaching out to influential business leaders as well as companies’ employees and communities.
The current World Cancer Day Corporate Advisory Group (WCDCAG) comprises: • • • • •
Amgen Boehringer Ingelheim Bristol-Myers Squibb Eli Lilly Roche
UICC would like to thank them for their continued collaboration and engagement in the 2015 World Cancer Day campaign materials.
Contact us for more information: externalrelations@uicc.org
With thanks to the following partners for their support of the 2015 campaign:
Please email your updates to communications@uicc.org Union for International Cancer Control • Union Internationale Contre le Cancer 62 route de Frontenex • 1207 Geneva • Switzerland Tel +41 (0)22 809 1811 Fax +41 (0)22 809 1810 email info@uicc.org www.uicc.org