WCD 2014 Corporate Toolkit

CORPORATE TOOLKIT

ON FEBRUARY 4TH

DEBUNK THE MYTHSWORLDCANCERDAY.ORG

Contents

Introduction

Cancer - A Global Concern

2014 World Cancer Day Campaign

Feedback Your Successes

Social Media

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Photo creditsPage 4: © 2007 Joydeep Mukherjee, Courtesy of PhotosharePage 7: © UICC 2013Page 9: © Gil Corre / My Child Matters - A Sanofi Espoir Foundation / UICC Partnership

World Cancer Day is a unique chance to talk about cancer, engage the world’s media in that discussion and unite the cancer community around a theme which is relevant to different countries and cultures. On 4th February each year, we set out to improve general knowledge and challenge misconceptions about the disease at an international level.

In the last couple of years, the World Cancer Day campaign has catalysed international interest and engagement from our members and partners, culminating in a breakthrough in 2013 when hundreds of impactful activities took place worldwide and the media interest generated 4.7 billion opportunities for individuals to hear, see or read about World Cancer Day! We achieved this because UICC and its 800 members in 155 countries inspired the international and local media to put cancer on the front page on 4th February. With your help we can beat this achievement in 2014.

As custodians of the day, UICC coordinates the global World Cancer Day Campaign across its entire international network of members and partners. We believe that our reach will be extended if we are able to encourage international corporates to view World Cancer Day as an opportunity for them to:

• Involve their employees and partners actively in the theme of the Day

• Reach out to their media contacts to promote the Day and express their own commitment to raise awareness of cancer within their communities

• Reach out to local UICC member organisations to magnify the efforts they are making to promote the Day within their own country.

Millions of people are employed by international corporates and we believe that each of them can play a major role in disseminating information about cancer inside and outside their business. We also believe that corporates should use World Cancer Day to unite their employees around an issue which affects so many. 1 in 3 people will develop cancer in their lifetime. This is something we should all talk about.

We are immensely proud of the achievement we have had to date, but we want the Day to be even more successful. We want the 4th February to be in everyone’s diary as THE international day against cancer, and we invite all corporates to take part in this global movement.

To help you in this task, we have produced this special Corporate Toolkit, which outlines the World Cancer Day core messages as well as the 2014 campaign theme. We have also developed new and engaging collateral material for you to use and share with your team and communities.

World Cancer Day is an annual opportunity for us to recognise that we can all play a part in the global fight against cancer. I hope you are able to use this Toolkit to mobilise your own business on 4th February next year.

Cary Adams, Chief Executive Officer Union for International Cancer Control (UICC)

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Globally, more people die from cancer than from AIDS, malaria, and tuberculosis combined. Each year, 14.1 million people learn they have cancer, and 8.2 million people die from the disease worldwide.

The World Health Organization (WHO) projects that without immediate action, the global number of deaths from cancer will increase by nearly 80% by 2030, with most occurring in low- and middle-income countries.

Research suggests that one-third of cancer deaths can be avoided through education, the dispelling of myths and misconceptions and addressing the known modifiable risk factors, which are known to cause cancers. For example, tobacco, alcohol, poor diet and physical inactivity, some viruses and infections, sun and UV exposure.

CANCER A GLOBAL CONCERN

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2014 WORLD CANCER DAY CAMPAIGN

DEBUNK THE MYTHSThe 2014 World Cancer Day campaign is taking place under the tagline ‘Debunk the Myths’, and we will be focussing on four general misconceptions around cancer which are common around the world.

The four myths are:

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MYTH 01

MYTH 02

MYTH 03

MYTH 04

WE DON’T NEED TO TALK ABOUT CANCERTRUTH: Whilst cancer can be a difficult topic to address, particularly in some cultures and settings, dealing with the disease openly can improve outcomes at an individual, community and policy level.

THERE ARE NO SIGNS OR SYMPTOMS OF CANCERTRUTH: For many cancers, there are warning signs and symptoms and the benefits of early detection are indisputable.

THERE IS NOTHING I CAN DO ABOUT CANCERTRUTH: There is a lot that can be done at an individual, community and policy level, and with the right strategies, a third of the most common cancers can be prevented.

I DON’T HAVE THE RIGHT TO CANCER CARETRUTH: All people have the right to access proven and effective cancer treatments and services on equal terms, and without suffering hardship as a consequence.

MYTH 2 – THERE ARE NO SIGNS OR SYMPTOMS OF CANCER Early detection is multifaceted. Integrated strategies that raise awareness about cancer and the importance of seeking care when symptoms are present, along with practical and proven interventions for early diagnosis have the greatest chance of improving cancer outcomes. With few exceptions, early stage cancers are less lethal and more treatable than late stage cancers.

Despite the evidence to support early detection, for many populations, particularly in low resource settings, the value of early detection and the importance of seeking care when signs and symptoms are present are not understood, even among health professionals.

It is true that early signs and symptoms are not known for all cancers, but for many cancers, including breast, cervical, prostate, skin, oral and colorectal cancers, and some childhood cancers, the benefits of implementing systematic approaches to early detection and care are indisputable.

WORLD CANCER DECLARATION TARGET 6

A greater proportion of cancers will be diagnosed when still localized through the provision of targeted, population-based screening and early detection programmes and high levels of public and professional awareness about important cancer warning signs and symptoms

WORLD CANCER DECLARATION TARGET 9

Innovative training opportunities for health workers in different aspects of cancer control will have improved significantly, particularly in low- and middle- income countries

ACHIEVING EQUITY IN EARLY DETECTION FACTS

A lack of investment in cancer services, particularly at the primary health care level, restrict individuals in low resource settings from accessing proven, cost-effective early detection programmes leading to many cancers being diagnosed at a late stage when treatment options are limited. The promotion of early detection and diagnosis in health settings across low- and middle- income countries (LMICs) should be a priority to achieve equity in access to timely treatment and care for cancer. This should include measures to raise awareness about the value of early diagnosis and counter misinformation about cancer.

A GLOBAL SOLUTION

Raise Awareness

Lack of information and awareness about cancer is a critical obstacle to effective cancer control and care in developing countries, especially for the detection of cancers at earlier and more treatable stages. Comprehensive early detection programmes should include strategies to improve knowledge of cancer among communities, health professionals and policy makers and increase awareness around the options for early detection of some cancers regardless of the resource setting. Understanding and responding to cultural beliefs and practices is

For each myth, we have developed a unique visual identity which is reflected across the myriad of supporting materials which has been developed to be used by organisations around the world. The World Cancer Day resources are shown below and can be downloaded for free from our website: www.worldcancerday.org.

Truth: For many cancers, there are warning signs and symptoms and the benefits of early detection are indisputable

RECOGNISE SIGNS AND SYMPTOMS

It is important for individuals, communities, health professionals and policy makers to be aware of, and educated in recognising the signs and symptoms for cancer (where possible).Evidence• It is true that early signs and symptoms are not known for all cancers, but for many

cancers, including breast, cervical, skin, oral and colorectal cancers, and some childhood cancers, the benefits of early detection are indisputable.

• Awareness is the first step to early detection and improving cancer outcomes. Whilst some of the cancers with the poorest survival rates, such as ovarian and pancreatic cancers, rarely show early warning signs, cancer researchers globally are seeking innovative ways to improve early detection and develop new tests for early diagnosis for these cancers.

• With few exceptions, early stage cancers are more treatable than late stage cancers.

THERE ARE NO SIGNS OR SYMPTOMS OF CANCER

MYTH 02

WE DON’T NEED TO TALK ABOUT CANCER

MYTH 01

Truth: Whilst cancer can be a difficult topic to address, particularly in some cultures and settings, dealing with the disease openly can improve outcomes at an individual, community and policy level.

WHEN YOU OR SOMEONE YOU KNOW HAS CANCER

Talking about CancerEvidence• For most people, a diagnosis of cancer is a life-changing event commonly evoking

feelings of shock, fear, anger, sadness, loneliness and anxiety. Talking about cancer to partners, family members, friends and colleagues can help to alleviate these feelings, and yet many people find it difficult.

• In most settings, cancer remains taboo and people with cancer are even subject to stigma and discrimination that may stop them from seeking care.

• Negative public perception of cancer can stifle informed public discussion and perpetuate a cycle of fear and misinformation that hinders raising awareness about cancer prevention and the importance of early detection. Countering cultural barriers against speaking about cancer and contesting misinformation is therefore essential.

• Even within highly engaged communities, the level of knowledge of cancer and the willingness to talk about it with friends and family can be low.

• There are campaigns that specifically challenge the taboos and embarrassment surrounding some male cancers (prostate, testicular and colorectal cancers) and create awareness of early signs and symptoms.

MYTH 1 – WE DON’T NEED TO TALK ABOUT CANCER WORLD CANCER DECLARATION TARGET 1

Health systems will be strengthened to ensure sustained delivery of effective and comprehensive, people-centred cancer control programmes across the life-course for all, in all countries

WORLD CANCER DECLARATION TARGET 5

Public stigma towards cancer and cancer patients will improve and damaging myths and misconceptions about the disease will be dispelled

WHEN YOU OR SOMEONE YOU KNOW HAS CANCER Talking about Cancer For most people, a diagnosis of cancer is a life-changing event. A strong emotional response is experienced by most people - feelings of shock, fear, anger, sadness, loneliness, anxiety are common particularly at the time of diagnosis, during treatment, adjusting to life after treatment and at the transition to palliative care. At least one third of cancer patients experience significant levels of emotional distress1, including depression and social isolation (1, 2). Identifying and managing emotional distress is a key component of quality cancer care (3).

Talking about cancer to partners, family members, friends and colleagues can be an important strategy for coping with cancer, and yet many people find talking about cancer difficult. In some cultures and societies today cancer can be discussed in the open and is widely talked about in the media. Yet, this is not the case still in many (if not most) settings, where cancer remains a taboo subject and persons with cancer are subject to stigma and discrimination that may even stop them from admitting they have cancer (4). Negative public perception of cancer can make cancer patients feel invisible, stifle informed public discussion and perpetuate a cycle of fear and misinformation that hinders raising awareness about cancer prevention and the importance of early detection. Countering cultural barriers against speaking about cancer and contesting myths is essential.

Even in settings where community engagement on cancer is high, among individuals, especially men, the level of knowledge of cancer and the willingness to talk about it with friends and family can be low. An example of a campaign seeking to address this issue is the ‘Get to know cancer’ initiative which aims to help people speak up about their fears about cancer, promote awareness about cancer signs and symptoms and to increase the likelihood of early diagnosis (5). The campaign is using innovative strategies to achieve a broad reach – from pop-up market stalls to partnering with a high profile sports club to reach their global fanbase. Other campaigns specifically challenge the taboos and embarrassment surrounding 1 The National Comprehensive Cancer Network (NCCN) describes distress as "an unpleasant emotional experience of a psychological, social and/or spiritual nature that extends on a continuum from normal feelings of vulnerability, sadness and fears to problems that become disabling, such as depression, anxiety, panic, social isolation and existential and spiritual crises.

DEBUNK THE MYTHS

ON FEBRUARY 4TH

WORLDCANCERDAY.ORG

MYTH 01

WE DON’T NEED TO TALK ABOUT CANCER

MYTH 02

THERE ARE NO SIGNSOR SYPTOMS OF CANCER

MYTH 03

THERE IS NOTHING I CAN DO ABOUT CANCER

MYTH 04

I DON’T HAVE THE RIGHT TO CANCER CARE

WORLDCANCERDAY.ORG

DEBUNK THE MYTHS

ON FEBRUARY 4TH

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WHY WORLD CANCER DAY IS IMPORTANTPut simply, because the global cancer epidemic is huge and is set to rise. 1.5 million lives which would be lost to cancer, could be saved per year if decisive measures are taken to achieve the World Health Organization’s (WHO) ‘25 by 25’ target; to reduce premature deaths due to non-communicable diseases (NCDs) by 25% by 2025. Currently, 7.6 million people die from cancer worldwide every year, out of which, 4 million people die prematurely (aged 30 to 69 years). So unless urgent action is taken to raise awareness about the disease and to develop practical strategies to address cancer, by 2025, this is projected to increase to an alarming 6 million premature cancer deaths per year. The estimate of 1.5 million lives lost per year to cancer that could be prevented must serve to galvanise our efforts in implementing the World Health Organization’s (WHO) ‘25 by 25’ target.

There is now a need for a global commitment to help drive advancements in policy and encourage implementation of comprehensive National Cancer Control Plans. If we are to succeed in this, 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.

A CAMPAIGN DIRECTLY ALIGNED WITH GLOBAL ADVOCACY In 2011, heads of state and governments adopted the United Nations Political Declaration on the Prevention and Control of NCDs, which recognised NCDs as a global health and development priority. Success followed in 2012 with the adoption of a global target to reduce premature deaths from NCDs by 25% by 2025. In 2013, the foundations of a new global NCD architecture were put in place with the adoption of a Global Monitoring Framework for NCDs (GMF), a Global NCD Action Plan 2013-2020 (GAP), and a Global Coordination Mechanism for NCDs. UICC members and partners welcomed the inclusion in the GMF and GAP of cancer-specific targets, indicators, and actions that are closely aligned with the World Cancer Declaration, particularly in the areas of: cancer planning and surveillance, vaccination for HPV and HBV against cervical and liver cancers, early detection and screening for breast, cervical, oral and colorectal cancers, access to essential medicines and technologies, and palliative care policies.

World Cancer Day is an important date in the advocacy calendar; highly engaged organisations and individuals are encouraged to use the day for a concerted ‘advocacy push’, calling on governments to live up to the new and ambitious commitments in the emerging NCD framework, and ensure that cancer interventions, across the entire continuum of care from prevention to early detection, treatment and palliation, are adequately addressed in the next phase of the global health and development agendas.

WHO IS BEHIND THE DAY?World Cancer Day is an initiative of the Union for International Cancer Control (UICC), a leading international non-governmental organisation that unites the cancer community to reduce the global cancer burden, to promote greater equity, and to integrate cancer control into the world health and development agenda. Founded in 1933 and based in Geneva, UICC’s growing membership of over 800 organisations across 155 countries, features the world’s major cancer societies, ministries of health, research institutes, treatment centres and patient groups. Additionally, the organisation is a founding member of the NCD Alliance, a global civil society network that now represents almost 2,000 organisations in 170 countries.

FOR MORE INFORMATION ON WORLD CANCER DAY, PLEASE VISIT: worldcancerday.org

or contact the UICC Communications team

[email protected] worldcancerday.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 protected]

WORLD CANCER DAY A truly global event taking place every year on 4 February, World Cancer Day unites the world’s population in the fight against cancer. It aims to save millions of preventable deaths each year by raising awareness and education about the disease, pressing governments and individuals across the world to take action.

WORLD CANCER DAY 2014Building on the success of last year’s campaign, World Cancer Day 2014 will focus on Target 5 of the World Cancer Declaration Reduce stigma and dispel myths about cancer, under the tagline “Debunk the myths”. There are still so many myths about the disease out there and this Day is the perfect opportunity for people to dispel them. Greater awareness and education about cancer can lead to positive change at an individual, community and policy level and across the continuum of cancer care.

For World Cancer Day 2014 we will focus on four key myths and go about ‘debunking’ them through the various materials we are producing.

#worldcancerday facebook.com/worldcancerday

HOW CAN YOU USE THESE MYTHS IN YOUR BUSINESS?UICC and its partners have developed four myths which can be used by companies either as is, or adapted to suit the needs of that business.

In the past, some organisations have decided to take one myth and build a media outreach campaign based on that alone. Others have used the overarching theme of “myths and misconceptions” to frame a specific local issue which is important to them.

We expect every organisation to use the tools and materials we have provided to develop a plan for 4th February which suits their own organisation’s requirements. For example, it may be that Myth 3, “There is nothing I can do about cancer” is an attractive means for you to raise the issue of the role companies have to play in the fight against cancer, such as tobacco use. This can be put in the context of why smoking is banned in offices or on company premises. Likewise, Myth 1, “We don’t need to talk about cancer” may be aligned with messages which you are conveying about being open about issues within the business and how it is important that employees support each other through difficult times.

WHY YOU?We believe that senior leaders in all corporations are in a unique position to help us raise the visibility and understanding of cancer issues across their employees, customers, stakeholders and local communities given their international scope, extensive internal and external networks and communication expertise and platforms.

We firmly believe that opportunity exists for UICC and its members to work synergistically with businesses around the world to magnify the reach and impact which World Cancer Day can achieve. We have created this special Corporate Toolkit to help you help us.

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TAKE PART AND SPREAD THE WORDThere are many ways in which you can integrate World Cancer Day into your business on 4th February. The examples below draw upon the actions taken by others over the last few years. Of course, we would not wish to suppress the ingenuity of anyone, and we would welcome new ideas on how we can help businesses be active on World Cancer Day.

• Develop and publish a series of communications about World Cancer Day and the new 2014 Campaign (internal memo, article in the employees newsletter, CEO Blog, joint press release, etc...) to share with your colleagues and external network

• Run an internal myth-busting quiz to debunk the 2014 World Cancer Day Myths on 4th February

• Invite employees to arrange events on the Day which raises the profile of cancer or raises money for a local cancer charity or organisation

• Use your website, Twitter and Facebook presence to highlight the Day and link to the World Cancer Day feeds. Download the Social Media guide today for template Tweets and Posts

• Invite local cancer leaders to talk to your employees and/or your leadership teams on what issues they face in addressing cancer in your country

• Make cancer information packs available across your business on the Day

• Put links on your website which direct employees to outstanding films on cancer.

PAST CORPORATE INVOLVEMENTDuring World Cancer Day 2013, many of our partners made a terrific impact through their active involvement in the campaign. Here are some great examples of their engagement:

ROCHE - Launched a 70-minute cancer documentary entitled,

“The Enemy Within” - Acknowledged World Cancer Day on big screen

displays at Roche HQ - An internal memo was sent to all 80,000 Roche

employees highlighting the myths surrounding cancer.

GLAXOSMITHKLINE - Published a simple five-question quiz about cancer

facts on www.gsk.com - Distributed a short article on the GSK intranet

encouraging staff to visit the World Cancer Day site and sign the World Cancer Declaration

- 15 of GSK affiliates translated the article and posted it on their local intranet.

FONDATION PHILANTHROPIA (LOMBARD ODIER) - Launched a 45-page “Donor’s Guide to Cancer” to

help make the case as to why people should invest in/give to cancer organisations

- Reached out to the media in France and Switzerland - Dedicated a web page on their main site.

PFIZER

- Issued a press release supporting World Cancer Day - Sent an internal memo to all Pfizer affiliate offices

around the world engaging them in the day.

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FEEDBACK YOUR SUCCESSES

We hope that you find both the guidance as well as the template materials referenced within this toolkit to be useful.

Please keep the UICC team up to date with your plans and how things are going – we look forward to hearing about all your successes and remember to arrange for your team to upload their World Cancer Day initiatives on the World Cancer Day website!

Thank you in advance for your support of World Cancer Day!

Thank you in advance for

your support of World Cancer Day!

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Please email us your updates at [email protected]

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SOCIALMEDIA

Follow us on Facebook: www.facebook.com/worldcancerday, www.facebook.com/uicc.org

UICC has created a special Thunderclap campaign for World Cancer Day 2014. Sign up to Thunderclap and join the WCD 2014 Campaign: http://thndr.it/1jpsKhZ. Thunderclap is a crowdspeaking platform that amplifies messages by allowing large groups of people to share a single message together at the same time.What better tool to raise a common voice for World Cancer Day! Help us reach our goal trending on Twitter! A minimum of 250 supporters is needed for the message to be broadcast.

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Follow us on Twitter at: @UICC http://twitter.com/uicc

Please use this hashtag #worldcancerday for all relevant twitter posts

Thunderclap campaign

Please email us your updates to [email protected] for International Cancer Control • Union Internationale Contre le Cancer62 route de Frontenex • 1207 Geneva • SwitzerlandTel +41 (0)22 809 1811 Fax +41 (0)22 809 1810 email [email protected] www.uicc.org

The World Cancer Day campaign 2014 is supported by Amgen, the Dutch Cancer Society, the King Hussein Cancer Foundation and Roche.