Uniting members' voices through a shared process. Trending globally on Twitter & becoming the global press story of the day by involving members, leveraging the influence of celebrities & expanding into new audiences.
Union for International Cancer Control
UICC is the largest international cancer-fighting organisation, with over 1,000 member organisations across 160 countries representing the world's major cancer societies, ministries of health, research institutes, treatment centres and patient groups. The organisation is dedicated to taking the lead in convening, capacity building and advocacy initiatives that unite the cancer community to reduce the global cancer burden, promote greater equity, and integrate cancer control into the world health and development agenda. UICC and its multi-sectorial partners are committed to encouraging governments to look towards the implementation and scale-up of quality and sustainable programmes that address the global burden of cancer and other NCDs. UICC is also a founding member of the NCD Alliance, a global civil society network that now represents almost 2,000 organisations in 170 countries.
Trending globally on Twitter & becoming the global press story of the day by involving members, leveraging the influence of celebrities & expanding into new audiences.
Thuy Khuc-Bilon, World Cancer Day Campaign Manager
Charles Andrew Revkin, Senior Digital Strategy Manager
Charlotte Boulton, Digital Communications Specialist
Patricia Galve, Communications and Marketing Manager
Tools & Systems
Social media - Facebook, Instagram, Twitter, LinkedIn, YouTube: These platforms were used to drive conversations, engagement and for content sharing.
Custom Poster Tool: This bespoke tool made for World Cancer Day offers supporters pre-made poster designs where their ‘I Am And I Will’ message and images and logos could be customised. (Note: this is a bespoke tool created for World Cancer Day)
Walls.io: A live social media wall featured on the home page of worldcancerday.org shared ‘I Am and I Will’ messages from supporters around the world and help to unite the communications across social media.
Teespring: To offer a more tangible way to connect with the campaign, UICC created an
Screenshot - Teespring online store
online store using Teespring. This platform offers custom merchandise, while handling the payment, production and delivery of merchandise to over 150 countries.
Tawk live chat: This tool allowed engagement in real time with visitors to our website, answering questions and offering live support. The team fielded 1,455 live chats in the lead up to World Cancer Day.
Loomly social media calendar: This social media calendar scheduler helped to streamline the social media publishing workflow, allowing multiple contributors to post on World Cancer Day’s social media platforms.
Meltwater: This media monitoring service is used to monitor, measure and report on the campaign’s online news and social media coverage and reach
Google Analytics: has been a key tool to measure the website performance, the popularity of its audience and their online behaviours when visiting the site.
Mailchimp: This email marketing platform allows us to communicate targeted messages to our supporter list.
Sparkar: Facebook Augmented Reality Filter.
Introduction
Cancer continues to be one of the most critical health, human, and economic issues facing our world today, requiring focused dialogue, collaboration and action. World Cancer Day every 4 February, an initiative of the Union for International Cancer Control (UICC), exists for this very specific purpose: to bring cancer into sharp focus by raising global awareness and to support our members in strengthening public literacy and political action around cancer.
As an established day in an ever-increasing landscape of international health awareness days (the UN lists 161 official international days on their annual calendar – with at least three new health days being established within as many years), the challenge is to rise above the noise and to focus the attention of leaders, governments, businesses, the media and individuals.
To achieve resonance and to advance cancer on the global health agenda, the international cancer community, UICC and our members (including cancer societies, research centres, government agencies, patient support groups, and hospitals etc.) need to continue to speak with one voice. Yet with more and more supporters leveraging the day, and as UICC’s members diverse and specific voices are being heard, there is potential for diluted and therefore less powerful messaging.
The challenge was to create a campaign with a universal theme that is broad enough to excite member participation while bringing members into a shared process to achieve a campaign voice that is cogent, meaningful and impactful.
Discovery
The research phase focused on understanding why supporters care, how they engage and what motivates them towards action.
Through a Design Thinking approach, the new campaign strategy was driven by:
Member insights were gathered directly through an annual online survey which consisted of over 40 questions. The survey gathered information on members’ motivations, objectives, processes, challenges, needs, behaviours and attitudes.
User needs
Developing a universal campaign strategy and theme that clearly and directly speaks to diverse voices relies on well-defined audience segments. Persona research was undertaken based on data from member surveys, annual phone calls with members and input from advisory group members. The collected data revealed a number of common characteristics and patterns that led to the creation of eight different personas.
Imaginative solutions
Six brainstorming sessions were facilitated which included the input of individuals from the different teams within UICC, as well as external perspectives from the City Cancer Challenge, NCD Alliance and the International Alliance for Myalgic Encephalomyelitis teams. The sessions involved benchmarking research of global awareness campaigns both within and outside of public health, combined with trend and product research into technologies, platforms and tools focused on optimising supporter engagement.
The UICC Board and World Cancer Day advisory group made up of 15 members representing 12 countries also acted as a critical sounding board, offering multiple opportunities to test the strategy with a representative audience before being rolled out at a national and local level.
Achieving buy-in by senior management
UICC CEO, Cary Adams and UICC Head of Marketing, Web and Communications, were invited to hear about, and feedback on the final campaign concepts. The strongest concept was then presented to the UICC Board in November 2017, with a follow up presentation on the more refined concept in February 2018 – a year ahead of the World Cancer Day 2019 campaign.
Findings and conclusions
Through the survey and interviews with members, we were able to better understand their motivations in engaging with World Cancer Day and the areas of the campaign which could be strengthened. The themes of empowerment and personal action that emerged during this phase were the inspiration of the campaign theme and were critical in informing the overall strategy.
Objectives
1. Awareness and reach
To generate maximum brand awareness of the day and adoption of the campaign theme among members, partners and stakeholders and to expand reach to new audiences with a unified message. Targets:
To have #WorldCancerDay trend globally around the world
To increase member adoption of the campaign theme
To increase website visits
To increase press coverage (number of articles)
2. Engagement
To drive engagement, increase positive conversations, build relationships and grow the community of members and supporters
Targets:
To grow the total World Cancer Day social media community
To achieve member engagement
To increase the number of World Cancer Day events
3. Impact:
To position the value and perception of UICC and World Cancer Day as a powerful and leading platform for awareness and impact.
Targets:
To have a noticeable, positive impact on the relative popularity of the Google search term “cancer”
To increase the number of governments engaged on World Cancer Day
To achieve a majority percent of members who believe that World Cancer Day is effective in positively changing behaviours and attitudes
To achieve a majority percent of members who believe that World Cancer Day is effective in influencing policy change.
Timeline
September – October 2017: Consultation, research and brainstorming phase
Campaign brainstorming workshop
Feedback and testing
November - December 2017: Strategy and concept development phase
Campaign concept presentation to UICC Board
Strategy and budget development
Goals and KPI setting
Campaign concept brief
Project plan development
January – June 2018: Creative development phase
Campaign visual development
Brainstorming sessions: Website, campaign materials, social media and press and media
Refined campaign presentation to UICC Board
May – June 2018: Planning phase
Campaign content plan
Website specifications and requirements and project plan
Social media, press and media and influencer plans
June – November 2018: Content and campaign asset development and production
Campaign materials and website content, copy and design
Campaign video concept brief and storyboarding
Celebrity engagement
Social media AR Facebook filter development
Translation work
October 2018 – February 2019: Campaign launch and rollout
Official launch at World Cancer Congress (3 October)
Website live (3 October)
Communications plan rollout
February – April 2019: Campaign Evaluation
Member insights, survey and activity monitoring
Impact Report
Government Report
Ongoing activities:
Sponsorship outreach
Engagement with members, partners, UICC board, World Cancer Day Advisory Group
Activities
Objective
The new World Cancer Day ‘I Am and I Will’ campaign sought to counter the negative attitude and fatalistic belief that nothing can be done about cancer and the helplessness and inaction that goes with it. We wanted people to know that rather than futile, our personal actions – big and small – can be powerful and impactful.
Strategy
To get the public to be open to our message and to embolden them towards action, rather than “us” telling supporters what they should do, the campaign would share what other supporters are doing when it comes to positive acts against cancer. And, when it comes to compelling supporters to engage, the approach had to be personal.
Supporters therefore became the central hero of the campaign as they were invited to contribute their voice by filling in the blanks of the ‘I Am and I Will’ theme and to share their pledge on social media and at World Cancer Day events across the globe. By placing supporters at the heart of the conversation, this helped to create a real sense of ownership - and when supported with tools and content to help share their message, supporters were propelled to amplify the campaign narrative more widely and visibly.
The World Cancer Day strategy can be viewed as three integrated parts:
Maximise existing networks by engaging UICC members, partners and UN agencies directly
Optimise amplification of campaign through press and media and existing individual supporters
Scale and expand the campaign reach to new audiences (influencers, younger, socially conscious individuals)
The approach
Ownership and personal expression: The beauty of the campaign theme is that it offers supporters the opportunity to “own” their ‘I Am and I Will’ message. The open and inviting nature of the theme also encourages supporters’ creative expression, helping to make the campaign more personal while maintaining an overarching, common theme.
Empowering messaging around core issues: World Cancer Day defines itself through its singularly positive and empowering messaging. This sets a common and consistent tone and voice across the campaign, while highlighting eight diverse key issues adds flexibility by providing a wide enough framework of messages that supporters can adopt.
Highly engaging, personal UICC-produced content: Producing powerful, shareable and customisable UICC-owned content, such as videos, infographics, factsheets, has the power to disseminate the UICC’s global narrative while the ability to cobrand and personalise the materials help and encourage members to drive forward meaningful engagement with the ‘I Am and I Will’ campaign.
Key stages of the campaign
Consultation, research, brainstorming
Strategy and concept development
Creative development
Project planning
Content /asset development and production
Campaign launch and execution
Reporting and evaluation
Activities
Brainstorming sessions: With a new campaign, it was an opportunity to engage different ideas and perspectives. A number of dedicated brainstorming sessions were facilitated in house with participation from members from the different UICC teams. Separate brainstorming sessions focused on the different campaign elements: website, campaign materials, press and social media.
Content development, copywriting and production: Shareable, powerful and UICC-owned content helps to disseminate the World Cancer Day message. All of the content and copy were developed and produced in-house, with the involvement of the advocacy team on technical content such as the factsheets and infographic. The design of all materials were produced externally by a graphic design agency.
Translations: As a global campaign that looks to reach as many people as possible, the World Cancer Day assets and materials are available in multiple languages. Working with a translation agency, the World Cancer Day campaign materials and assets were translated into five languages: English, French, Spanish, Brazilian Portuguese and Arabic. Selected assets such as the logo and campaign posters were also translated into more than 50 languages through the support of members and supporters.
Advisory Group calls: The UICC team works with a dedicated advisory group for World Cancer Day made up of UICC members to provide input, insight, feedback and support to ensure the successful delivery of the World Cancer Day campaign. Each Advisory Group call is scheduled monthly to specifically focus on a particular challenge/issue/opportunity(e.g. the press angle, influencer outreach etc.) in a more workshop, white- board style, collaborative session.
Sponsorship servicing and engagement: We worked closely with official World Cancer Day sponsors to ensure their sponsorship opportunities are activated and brand exposure is maximised, while also leveraging the sponsors’ networks for greater reach.
Reporting and evaluation: Gaining insight and measuring impact is one of the critical activities of the campaign, and involves online member surveys, activity monitoring and data gathering through desk research, and through analytical tools and services such as Meltwater and Google Analytics.
Effort
From ideation to launch to completion, the campaign took approximately 18 months, involving one full-time campaign lead (while continuing to deliver the 2018 campaign), with the support of three team members focused on press, social media and web. UICC team members including the membership and advocacy teams also supported many of the different campaign elements, with the entire team involved with the member calls and monitoring. External agencies were also called on during the various points of the campaign period for additional support.
Innovation
Using the campaign theme in unexpected ways
To continue to surprise supporters and to be as inclusive as possible, ‘I Am and I Will’ was extended in unexpected ways. Through a playful use of language, even pedestrian objects could be empowered. For example, campaign t- shirts with the message “I Am a T-shirt and I Will help block harmful UV Rays” were made available and helped drive home a common prevention message in a more different way.
Celebrity engagement - Campaign landing page
Augmented Reality Facebook Filter
A branded Facebook AR filter provided the World Cancer Day campaign ample room for brand creativity and its interactivity helped to entice participation. Social media filters are a familiar technology for certain demographics (i.e. the Instagram and Snapchat filter) but is a relatively new feature on Facebook.
This gave UICC a chance to take advantage of this moment in the market before it becomes saturated and to stand out as a digital leader. In total, 2,024 photos and videos were taken with the World Cancer Day AR Facebook Filter. See an example on Facebook here.
‘I Am and I Will’ – Celebrity engagement
UICC’s collaboration with recording artists including Grammy winner Alessia Cara and TIME 100 Most Influential People of 2018 honouree Shawn Mendes, and (of course), will.i.am, represents a fresh approach to raising awareness and reaching individuals yet to hear of or engage with World Cancer Day, particularly to a loyal and global fanbase of the featured artists who are highly connected, with the platforms and propensity to amplify social causes.
This was a first collaboration of its kind for UICC and represents a fresh shift in our approach to engaging new supporters and audiences to achieve greater and broader awareness around the day. In total, the video hit 502,949 views on YouTube within five days of its launch. View the campaign landing page here.
Branded Twitter emoji
Driving brand mentions on Twitter in an engaging and fun way, the team worked with World Cancer Day’s official partner, MSD, to promote a custom World Cancer Day emoji which would appear anytime a supporter tweeted with #WorldCancerDay or #IAmAndIWill. On launch day, #WorldCancerDay trended globally on Twitter.
Marketing
World Cancer Day was launched four months ahead of the day on 3 October 2018, adopting a drumbeat approach to build up momentum.
Official launch
The campaign was officially unveiled to a full house at the World Cancer Congress at a dedicated session. In the lead up to the big unveil, a teaser campaign was rolled out through email and social media to UICC members and supporters to help build the excitement and anticipation. Delegates were also provided with World Cancer Day pins and badges.
On the momentum of the official launch, a Facebook Live session was broadcasted in late October 2018. The Facebook Live video achieved over 2,300 views, had a reach of over 6,000 and close to 1,000 engagements. The recording can be viewed here.
Content and campaign assets
More than 400 individual pieces of highly shareable content such as infographics, social media instream content, and factsheets, were made freely available to supporters to help to spread the World Cancer Day message.
'How to' guides
Social media advertising
To expand the reach to new audiences, a very modest amount of social media advertising was undertaken in the form of targeted boosts to organic posts on Facebook, while a dedicated social media advertising spend was directed to promote the video featuring the music artists among their fans.
Member phone calls
Each year in the months leading up to World Cancer Day, the UICC team personally call members each year to provide updates on the new campaign, to provide guidance, answer questions and hear more about their activities for World Cancer Day.
Landmarks around the world lit in orange and blue
Offline activation – Landmark lighting
To create greater visibility, spark conversation, provide an opportunity for members to engage cities and to create ‘instagrammable’ photo opportunities, World Cancer Day invited members to help light up a major local landmark in their country. In total, this year over 50 landmarks were illuminated in 37 countries.
Website
World Cancer Day’s website was the digital hub for World Cancer Day housing all of World Cancer Day’s content. The website also provided a place for supporter- generated content, including supporters’ events and stories. A bespoke online tool available from the website also allowed supporters to create their own World Cancer Day poster with their own personalised ‘I Am and I Will’ message which could be shared directly to social media.
Social media
World Cancer Day and UICC’s social media channels were also used to promote the campaign through creative content such as polls, videos, informative gifs, combined with reposting of supporter posts. A live social media wall was also featured on the home page of worldcancerday.org shared ‘I Am and I Will’ messages from supporters around the world and help to unite the communications across social media.
Press and media
Members and supporters help amplify World Cancer Day’s global story while adapting it to ensure the story resonated locally while still maintaining consistent messaging. This year, a number of resources were produced to help the media tell the World Cancer Day story more meaningfully, including country-case studies, explanatory technical documents, and a guide on how best to report on cancer.
World Cancer Day in the media
Video content
The main campaign video was produced to support the promotion of the campaign. The purpose of the hero video was to introduce the new theme, offer fun and unexpected examples of how the ‘I Am and I Will’ theme can be used, connect with supporters by capturing the feeling and spirt of the new campaign, and offering an authentic, personal touch by featuring footage of members’ World Cancer Day activities. Featured on the home page of the website, the video has been viewed over 32,000 times.
Celebrity engagement
Leading music artists including will.i.am (naturally) were tapped on the shoulder to share their own ‘I Am and I Will’ message in a campaign video which helped to reach a loyal and global fanbase yet to hear of World Cancer Day but who are highly connected, with the propensity to amplify social causes. This campaign has achieved over half a million video views on YouTube.
Email marketing
Email communications to members and supporters were also key in promoting the campaign. These emails achieved an average open rate of 26%, clearly above the 20% industry open rate for not-for-profits.
Challenges
An international, global campaign led by a small team which attempts to meet the diverse needs of members poses its own unique challenges. The biggest challenge of World Cancer Day is to create a fresh campaign that engages members and supporters, which is able to cut through the noise to achieve measurable impact while working with limited resources.
Specific examples of challenges faced by the team for this campaign include:
Overcoming supporter fatigue
One of the biggest challenges of a campaign such as World Cancer Day is avoiding supporter fatigue. With the campaign launched three months ahead of the day, careful consideration is taken to ensure that there is momentum and a build-up to the day, while not losing steam and falling flat on the day itself. A considered communications and content roll-out plan was valuable in ensuring that supporters continue to be engaged over the three months from launch building up to a crescendo on the day.
Working in a new language
In an effort to make World Cancer Day as accessible as possible, the full suite of campaign materials is made available in English, French, Spanish and Brazilian Portuguese. To further broaden our reach, the campaign materials were translated into Arabic for the first time in 2019. Working with a non-roman based language, which is written from right to left was unfamiliar territory for the team and proved a particular challenge in producing the designed materials which was overcome through a close relationship with the translation agency and working with their design team.
Multi-lingual website
This year was also the first time the World Cancer Day website (or any UICC owned website) was available as a multi-lingual website: in English, Spanish and French. One of the main considerations we wanted to address was putting in place a streamlined process to manage the content translations, while also ensuring the website design was flexible enough to accommodate the translations which were typically lengthier or at times did not work with the original design.
New Content Management System
The new World Cancer Day website’s editing interface employs the latest version of Drupal. The team were challenged to learn and adapt to a new interface, at the same time as learning to manage a new multi-lingual website while preparing to launch the website.
Achievements
The 2019 World Cancer Day campaign was a high-impact, high-quality campaign that leveraged members’ growing enthusiasm for the day, the influence of celebrities, reached into new audiences and achieved cut-through.
Raising Awareness
World Cancer Day 2019 achieved even greater reach. Despite media hesitance to cover “just another awareness day”, World Cancer Day’s early detection piece was one of the primary stories of the day with articles covered in media outlets like The Independent, NewsWeek, Metro, and The Australian. Most importantly, World Cancer Day demonstrated tangible impact on members’ efforts in raising awareness, with 75% of surveyed members receiving press coverage as a direct result of this year’s campaign.
Engagement and positive sentiment towards the cause
The new World Cancer Day campaign achieved 83% membership engagement, inspired nearly 100,000 interactions with UICC’s social media content, and a 15% growth in the World Cancer Day’s social media following. Significantly, after the campaign, 78% of members surveyed agreed that World Cancer Day is an effective platform to help overcome negative perceptions of cancer, including the belief that nothing can be done about the disease.
Help change behaviour
In the weeks leading up to World Cancer Day, the search term “cancer” increased around 25 index points in terms of relative popularity on Google and reached a peak of 100 on the 4 February, showing a noticeable and positive impact on interest and search behaviour. Post-World Cancer Day, 70% of surveyed members positively responded, agreeing that World Cancer Day is effective in motivating behaviour change or action.
Adoption of the theme
Member adoption of the campaign theme increased to 93%. This was an ambitious target given the previous year’s 90% adoption rate was measured in the third year of the previous campaign when the theme had already achieved ubiquity. Given that it was the first year of a new campaign, 93% is still a satisfying achievement and we hope to build from here.
Targets & Statistics
Targets reached
Campaign impact - 2019 Impact Report
World Cancer Day 2019 achieved even greater reach than our previous campaigns:
15,810 press articles in 154 countries representing an increase of 12.6% over the previous year
741,936 social media mentions, helping the day trend worldwide on Twitter
300,360 unique visits to worldcancerday.org
503,639 views of the celebrity campaign video on YouTube alone
62 governments participating compared to 47 governments in 2018
83%* of those surveyed participated in World Cancer Day.
*initial figures
Impact and perception
A total of 77% of surveyed members agreed that World Cancer Day is effective in positively changing behaviours and attitudes which reached our target of at least 70%.
A total of 60% surveyed members agreed that World Cancer Day is effective in influencing policy change which met our original target.
The Google search term “cancer” increased around 25 index points in terms of relative popularity and reached a peak of 100 on World Cancer Day which achieved our aim of having a noticeable, positive impact in people wanting to learn more about cancer.
Financials
Fundraising
World Cancer Day is exclusively run and operated by the financial contribution of our official partners, while a minimal amount is received through online donations and merchandise royalties via the website. For the 2019 campaign, seven corporate partners came on board, including three new partners and four returning partners.
Our highly engaged partners also add tremendous value by amplifying World Cancer Day through engaging their own networks, while many others support the campaign through providing in-kind and pro bono support.
Returned revenue
As a not-for-profit initiative, World Cancer Day is offered as a free public good for the greater good to all members, organisations, and individuals and therefore does not actively pursue a revenue stream.
What would we do differently?
In 2019, we introduced a new campaign to our supporters and members with many changes, including changes to the theme, look and feel, branding and logo, initiatives and tools. An abundance of change can be exciting but it can be equally overwhelming to members. Although there were many communication channels used to promote the changes throughout the campaign period (including live launch, Facebook livecast, member phone calls, live chat and emails), an opportunity to have more face-time with members with opportunities for question and answers at different points throughout the campaign period may have helped to ease the transition of members from the previous campaign to the new.
And, to further maximise the impact of the World Cancer Day campaign, the campaign can take an even more integrated approach, in particular with regards to social media and press, which have many opportunities for synergy and to bolster the reach of the other.
Advice
Articulate your guiding principles: With a campaign like a global awareness day, there is an incredible number of opportunities, paths and directions that can be pursued. A set of guiding principles will help to focus your decision-making, your resources and your efforts and help you take on a longer-term view.
Listen, listen, listen: understand your member and supporters’ needs, their motivations for engaging with your project, and what their challenges or barriers in participating. Once you have this in-depth understanding, steer your project to help meet their needs, support their engagement and help overcome their biggest challenges.
Embrace different perspectives: look outside of your immediate industry, your team and your organisation for fresh ideas and inspiration.
Recognise members and supporters: Find ways to feature and publicly recognise members and supporters for their engagement
Inside-out support: to achieve authentic, deep support, start by engaging your own team and your own organisation as champions and supporters of your campaign/project – this truly helps to create a ripple effect.
Feedback & Testimonials
In the annual post-World Cancer Day member survey, 95% UICC members anticipated taking part in World Cancer Day in 2020, while 91% felt satisfied with their own World Cancer Day activities.
The following are a selection of spontaneous, unsolicited responses received from UICC members and supporters in the days directly after World Cancer Day 2019:
"Congratulations on a wonderful World Cancer Day!!!! I can tell you that at least in our institution the activities have tremendously increased in this occasion this year compared to previous years!!!"
AMALOUNA and Faculty of Medicine, American University of Beirut, Lebanon
"The World Cancer Day event was excellent, exceptional, historic and one of a kind."
BCI Ghana
"The campaign was awesome this year. We had a huge participation in Brazil.”
FEMAMA, Brazil
“...truly an event that has stamped its mark in the cancer space.”
Dr Anil D’Cruz, UICC President-elect and Senior Oncologist, India
Wider impact
Cancer is not just one disease, but a complex set of many. Perhaps more than any other health issue, it requires a collective movement, with a strong, united voice. Yet it is more than simply a health issue. It is a human one. By recognising this, World Cancer Day’s voice becomes even more relevant, compelling, and effective.
World Cancer Day must galvanise support in a climate where social justice issues, climate change, mental health and human rights have some of the largest share of voice in the press and social media. To effectively resonate within the current zeitgeist, our narrative gets to the heart of why cancer matters, has focused on messages of empowerment, inclusivity and how our personal actions can move us all forward in rebalancing the social inequities stemming from cancer.
Advancing UICC’s strategic aims
UICC’s strategic roadmap centres on establishing the organisation as a leading actor in the global health community and is built on three core “building blocks” of convening, capacity building and advocacy.
World Cancer Day plays a pivotal role within the “building block” of convening, focused on engaging and mobilising UICC members and partners to have greater impact and reach to achieve social change. The collective actions by members, partners and supporters on World Cancer Day are helping to drive and advance the specific Convening goals of:
Raising the priority accorded to cancer in the global health and development agenda
Promoting a global response to cancer.
World Cancer Day also further advances UICC’s advocacy work as an opportunity to spotlight initiatives such as UICC’s flagship advocacy initiative, Treatment for All, and supports by lifting awareness on the global health community’s priority areas including the elimination of Cervical Cancer and Universal Health Coverage.
Advancing members
Members have the power to tap into the incredible momentum and attention around this day, offering a significant opportunity to showcase their life-saving work in cancer, grow their own profile, and provides a global platform to amplify their voice which could not be achieved alone.
By engaging in World Cancer Day, member organisations have:
Gained impactful news coverage about their work: in the 2019 survey, 75% of members surveyed received press coverage as a direct result of World Cancer Day
Boosted their awareness efforts: in the same survey, over 77% of members surveyed firmly agreed that World Cancer Day is effective in raising awareness and 78% believe that it is effective in overcoming negative perceptions of cancer
Amplified their advocacy messages: 60% of members agree that World Cancer Day can help influence cancer related policies.
