World Cancer Day: ‘Not Beyond Us’
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.
International
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www.uicc.org
Success Achieved
A campaign that exceeded expectations in every aspect: membership engagement increase to over 70%, more than 700 events in 115 countries, nearly 160k unique website visitors and more.
Organisation
| Name: | Union for International Cancer Control |
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| Member geography: | International |
| Members: | |
| Based in: | Switzerland |
| Website: | https://www.uicc.org |
Introduction
On 4th February 2015, the Union for International Cancer Control (UICC) marked World Cancer Day collaboratively with its many members, partners and supporters around the world, breaking previous records and culminating in 10.7 billion opportunities to see, hear or read about World Cancer Day in 2015.
The campaign focused on taking a positive and proactive approach to the fight against cancer using the tagline ‘Not beyond us’. It explored 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. Through the hundreds of activities and initiatives that took place around the globe, we were able to show that there is much that can be done at an individual, community and governmental level to harness and mobilise these solutions and catalyse positive change.
Key areas of focus for the campaign
Discovery
Policy development by associations is traditionally done by their own experts and board members. The labour union is facing decreasing number of members. We decided that a different approach was needed. By involving members directly and asking them what they want, the policy advice was much better tailored to their needs. Which in the long run will give a higher membership satisfaction. Moreover, the outcomes were highly appreciated by the minister, as they were clearly based on the needs in society, and not only the outcome of a complex political process.
Objectives
We assess the success of each World Cancer Day by measuring:
- The number of UICC members active on the Day. UICC has a growing membership base which now numbers more than 840 organisations in 150 countries. This number has trebled in recent years and their level of engagement with the UICC agenda has improved. We recognise that the profile of World Cancer Day critically depends on their commitment to raise awareness on the day in their own country and with their local media. It is therefore essential to the success of the campaign that we maximise the number of UICC members involved in the Day.
- The global media coverage of the Day (opportunities to see, hear or read about ‘World Cancer Day’) and the pick up on social media (eg #WorldCancerDay, #NotBeyondUs (campaign theme), healthy life choices, early detection, treatment for all, quality of life, etc). This is our headline measure of success – the opportunity to see, hear and read about the Day across all media types.
- We compare progress year on year to ensure that we learn from previous campaigns. This allows us to assess what has worked and what has not worked, so we can achieve a greater impact each February 4th.
Project period
April 2014 - February 2015
Project Team
- Vanessa Von der Muhll, Head of Communications, Marketing and Web
- The Communications Team at UICC, which comprises three full time staff, leads the campaign, but other teams in the organisation are also involved and engaged throughout.
Project Partners
- Motherbird - graphic design agency who developed and implemented the campaign’s visual identity. Each year we try to give the Day a clear visual identity, which supports the theme and the sub-themes. This is important as it helps communicate the messages across different languages and cultures.
- RedDoor Unlimited - PR agency who supported with press/media on and around the Day. They lead the engagement with the world’s media agencies, advising us on the most impactful and engaging Press Release for the day.
- Three Stories - An individual consultant who supported the development of the evidence sheets, including liaising with the Advisory Group to help ensure consistency of message and key facts and figures that feed into the campaign.
Six organisations provided financial support to the 2015 World Cancer Day campaign, of which the social media campaign is a part:
- Dutch Cancer Society
- World Cancer Research Fund International
- Amgen
- Bristol-Myers Squibb
- Roche
- Eli Lilly
Activities
To achieve the objectives outlined above, we use different platforms to reach out to different audiences. The overall plan is constructed by UICC and executed by a team of three people based in Geneva, supported by others.
Social media is our largest and most effective communication channel for the campaign outreach.
UICC Members (cancer organisations)
The campaign is communicated to this group on a regular basis throughout the year, preparing the members for the theme and encouraging them to plan activities for the upcoming World Cancer Day.
We e-blast the base with information and supporting materials (a World Cancer Day toolkit), run workshops at our Congress and encourage individual ideas to be shared with all other UICC members, uploading each one onto an online map of events.
Additionally, we include a group of members on our Advisory Group to help shape the campaign in line with their own thoughts and ideas.
UICC Partners
UICC has 30 corporate partners who are encouraged to engage their employees on World Cancer Day. Also, a group of corporate partners help us develop a corporate toolkit which is then distributed through our network of members to other companies.
The General Public
Posts on social media
We develop a tailored social media campaign to reach the general public using Twitter, Facebook, Instagram, and Thunderclap as the key platforms. On Facebook we share general cancer messages and provide updates on the campaign’s development, as well as provide a human face to who is behind the campaign. On Twitter, we have promoted the campaign and its messages using the #WorldCancerDay and #NotBeyondUs hashtags.
The Media
We prepare a global press release linked to the theme of the Day which gives journalists a clear news “hook” which engages them at a global level on the Day. This Press Release is prepared in advance and circulated under embargo the week before February 4th with our media agency leading contact and response.
The World Cancer Day campaign is developed primarily by the UICC team in Geneva, led by the Communications Team, with the strategic input of the World Cancer Day Advisory Group, comprising UICC member organisations.
The Advisory Group provide their guidance and feedback on a voluntary basis to help ensure a robust, international campaign is developed that will appeal to the full breadth of UICC members, partners and stakeholders. It includes individuals who are the marketing leaders of major cancer organisations around the world. Their experience is critical in the design and delivery of each World Cancer Day campaign.
Consultants are also engaged to contribute to other specialised areas including graphic design and press and media.
Challenges
World Cancer Day was not really in the calendars and plans of the cancer community, so membership engagement had been a challenge earlier on. There were so many specific cancer days/weeks/months that had been established that it was challenging having members see World Cancer Day as an additional awareness opportunity rather than competition to what was already being done.
The strategy of World Cancer Day relies on the collaboration of our members and them delivering the campaign and its messages down to a grassroots/ public level. In having to invest in building momentum amongst our members as a priority it meant that public awareness of World Cancer Day has lagged behind.
Finding strong enough media hooks to entice the media to pick up on the Day at a global level. It has also been challenging having some of our members and partners use World Cancer Day as a platform to launch new reports, projects, initiatives, etc. and engage the media in their own countries and communities.
Removing “UICC” from the campaign and establishing World Cancer Day as a standalone brand. This was more of an internal challenge amongst the Board as there was concern that removing our name and logo from all the materials would reduce visibility for the organisation.
Deciding where to allocate the limited budget so that it would have maximum impact.
Overall it is challenging fundraising for something that has ‘open ownership’ so to speak. In developing World Cancer Day as a standalone brand that can be used by all, we have somewhat become victims of our own success as organisations do not see the need to pay to be associated with the brand.
With such a huge number of events and activities now taking place on World Cancer Day, it means there is more and more to monitor and measure. Unfortunately we don’t yet have an adequate number of members proactively reporting back their efforts (that it would provide an accurate picture of the scope of global activity), that our team at UICC manually checks the websites, media and social media for each of our members to see just how the campaign has been implemented. Although an extremely valuable exercise, it is time and resource heavy.
Showcasing these events and activities are an important part of not only the reporting process, but also for engaging others in future campaigns, so we rely on having great stories and images to share.
The campaign materials have been developed with our members as the primary target audience, but we are now seeing a greater pickup at an individual/public level. It brings us to question whether or not future campaigns should try to address both these audiences and adapt the strategy accordingly.
Success factors
Social media has been an underlying growing component of the World Cancer Day campaign over the last few years. This year we used Facebook, Instagram and Twitter and encouraged our members around the world to share their own online campaigns with others. It has been successful because:
- We developed and shared a great theme for the Day (Not Beyond Us). This resonated with all target audiences. The four sub themes allowed individuals and organisations to refine the message to align with their own interests.
- We had a coordinated campaign between social and traditional media with consistent messaging, crafted to resonate with each target audience.
- The messages were underpinned with comprehensive evidence based information which gave all parties confidence to share them with journalists. All data, statements and conclusions were fully justified.
- Great ideas were shared rapidly across our members via social media, supporting the website, e-blasts and the Map of Events. Best practice was shared quickly.
- The theme is designed to be easily translated into many different languages. The materials were available in 26 languages with #WorldCancerDay and #NotBeyondUs trending in multiple languages
- The world’s media has become familiar with the campaign style for the Day and are therefore ready to report on cancer because they have confidence in the source and that there is evidence supporting all messages.
Achievments
The World Cancer Day campaign in 2015 exceeded expectations in every aspect. The theme ‘Not Beyond Us’ resonated with cancer organisations, the general public and journalists, who used the toolkits and supporting materials in greater volumes than ever before. More than half of all media stories mentioned UICC by name and this has of course raised the profile of the organisations around the world. Specifically:
Membership engagement increased with over 70% of our members doing something on / around World Cancer Day (an increase from three years ago where we saw only around 20% of members engaged). This will lead to better engagement of our members in other UICC activities.
We witnessed an upsurge in non-member cancer organisations using the day to publicise their own organisation and area of interest. We logged these and will follow up in the coming months to sign them up as UICC members.
The online Map of Events on the event website recorded more than 700 events in 115 countries (up from 547 in 2013).
We achieved 10.7bn opportunities to see, hear and read about World Cancer Day (up from 4.7billion in 2013)
We achieved 934m social media impressions (up from ̃20m in 2012). These social media impressions then had the knock-on effect of providing greater exposure and visibility to the entire campaign and its key messages and the overarching objective of getting as many people in the world talking about cancer on the Day.
Website traffic increased resulting in nearly 160k unique visitors (up from 82k in 2013)
We were delighted to see a significant uplift in the demand for World Cancer Day resources (toolkits, fact sheets, posters) with over 40,000 downloads(up from ̃4,000 in 2012). This ensured that our messaging was consistent around the world.
What would we do differently?
- Have a longer lead-time for each campaign and be working on the following year’s campaign before World Cancer Day of the current campaign has actually taken place. This would provide additional time for creative and resource development, as well as fundraising.
- Embrace social media as a core campaign component earlier on. This year was the first time we had someone dedicated to social media and had a much stronger integrated campaign for it.
- Be better at ‘storytelling’ around the success of the campaign and showcasing its value.
- Improve the fundraising strategy and have a stronger ‘Case for Support’ in place from the start (this ties in with the above point).
Feedback & Testimonials
“World Cancer Day provides a global platform where all cancer advocates around the world unite to adhere to one great cause. This year, Friends of Cancer Patients, along with other cancer advocacy entities joined UICC’s efforts to present a collage of diverse inspirational events worldwide and spread hope and awareness.“
Ameera Abdul Rahim Binkaram, President, Friends of Cancer Patients
“World Cancer Day is an important initiative that helps to highlight the challenges we are facing in tackling the global cancer burden, and what can be done about it. World Cancer Research Fund International was delighted to again work with UICC to help develop and deliver this year’s campaign.”
Dr Kate Allen Executive Director, Science & Public Affairs, World Cancer Research Fund International
“World Cancer Day is becoming an important event in the Arab region. The role UICC plays in uniting global efforts in the fight against cancer is crucial and helps break the silence in conservative societies, overcome taboos as well as empower communities to debunk the myths, improve early detection and reduce the global cancer burden”.
Dr Samia Al-Amoudi, Breast Cancer Survivor, Women’s Health Empowerment and Breast Cancer Patient’s Rights Advocate, King Abdul-Aziz University (Jeddah, Saudi Arabia)
“Stigma and misconceptions around cancer knows no boundaries, but we can combat these issues with information and awareness. World Cancer Day embodies this goal and its spirit should be replicated throughout the year. ALIAM are proud to work alongside UICC in advocating for everyone to do their part on World Cancer Day.”
Marc Keller Director of International Department French League Against Cancer
“Stand Up To Cancer is honoured to have participated in World Cancer Day again this year. Almost everyone around the globe has been affected by this disease but when we stand up as one movement, we are unstoppable. Through amazing progress in innovative, life-saving cancer research, the solution to the cancer problem is truly Not Beyond Us.”
Sung Poblete, President and CEO, Stand Up To Cancer
“World Cancer Day is a special day to join together in the global fight against cancer. The theme, ‘Not Beyond Us’ highlights the fact that there are many practical things that can be done as individuals and as communities to reduce the burden of cancer. Cancer is something that affects us all. Countries in the developing world such as Timor-Leste grapple with scant resources, poverty and low levels of education in efforts to raise awareness of cancer’s causes and the importance of early detection. By doing simple things like encouraging loved ones to get screened, we will make a big difference in the long run.”
Kirsty Sword Gusmão, Goodwill Ambassador for Education, Timor-Leste
“One in three New Zealanders will have some experience of cancer, either personally or through a relative or friend. Significant progress has already been achieved in ensuring all New Zealanders have timely access to excellent cancer services that enable them to live better and longer lives. To build on this we recently launched the New Zealand Cancer Plan 2015-2018 outlining what now needs to be done, across whole cancer patient journey – from prevention and early detection, to diagnosis and treatment and follow-up care - to ensure people with cancer receive even better, faster care. World Cancer Day is the perfect opportunity to put those plans into action. I’m confident that together we can achieve this. It is ‘Not beyond us’.“
Andrew Simpson, National Clinical Director Cancer, New Zealand Ministry of Health
“There has been great progress in cancer control over the past few years and there is also a greater connectedness of the global cancer community. On World Cancer Day, we have an opportunity to collectively examine cancer control strategies to identify winning formulas that will accelerate progress. The goal for all of us is to ensure fewer people develop cancer, more people are successfully treated and that there is a better quality of life for people during treatment and beyond. While new research will add to our ability to accomplish this, in Canada, as in many other countries around the world, we already have many of the tools and the knowledge to truly reduce the cancer burden – it is indeed within our reach.”
Dr Heather Bryant VP, Cancer Control Canadian Partnership Against Cancer
“Cancer remains a national health priority in Australia, with significant implications for individuals, families, communities and health systems. World Cancer Day is a very important date for the international community, providing the opportunity to share knowledge across the global cancer landscape. It also allows us to consider our own efforts in improving cancer control to reduce the impact of the disease, which is now Australia’s major cause of illness. As a member organisation of the World Cancer Day Advisory Group, Cancer Australia is delighted to support and promote the aims of World Cancer Day and encourages our partners in cancer control to join us. Let us all do our part!”
Professor Helen Zorbas Chief Executive Officer Cancer Australia
“World Cancer Day provides an opportunity to highlight the unique issues facing different countries and share best practice solutions that exist and can be adapted in different settings. Our organisation, CPAA is proud to play a role in this endeavour.”
Mr Y.K.Sapru, Chairman Cancer Patients Aid Association, India
“The Health Promotion Unit at the Ministry of Health, Nuku’alofa, Tonga, will be launching a five-year strategic anti-tobacco campaign in 2015. World Cancer Day will be a reminder that our goal of reducing the burden of cancer is a global one and that sharing our knowledge and resources will give us the best chance of implementing solutions that have a lasting impact”.
Cameron Sugden, Tonga Health Promotion Foundation
