Download corporate toolkit - World Cancer Day

WE CAN.
IONCAN.
4 FEBRUARY
CORPORATE TOOLKIT
WORLDCANCERDAY.ORG
#WorldCancerDay #WeCanICan
CONTENTS
2
Welcome
3
Your engagement in World Cancer Day is crucial
4
World Cancer Day 2016-2018
5
Campaign key messages
6
Social media
7
Campaign materials
8
Mark World Cancer Day 2016
10
Find inspiration in others
12
World Cancer Day 2016 — Corporate Toolkit
WELCOME
World Cancer Day has grown and matured into
one of the most talked about health days in the
calendar, with the 2015 campaign breaking all
previous records. Media opportunities to see, hear
or read about World Cancer Day exceeded 10.7
billion, a truly magnificent result driven by the
actions of hundreds, if not thousands, of individuals
across the world committed to addressing cancer.
Designed to get you started, this Toolkit showcases
how others have embraced the Day in their
business and provides ideas and guidance for
developing your own activities and initiatives, such
as: running an event, raising funds, implementing
a wellness at work programme, lobbying
governments, supporting a local cancer charity or
joining a national campaign.
Also gathering momentum is the number of
businesses embracing the Day and their level of
engagement. UICC takes great pride in witnessing
this increased involvement and celebrating these
successful initiatives. Examples from previous
years include engaging staff in World Cancer Day
by sharing information about cancer risk factors
and prevention, whilst others used the Day to
release new products or reports, taking advantage
of the great media platform and increased visibility
associated with 4 February.
A lot of options are available for you to be
innovative and we look forward to hearing about
your plans and seeing them on our World Cancer
Day Map of Impact.
World Cancer Day 2016 marks the beginning of a
new three-year campaign ‘We can. I can.’ designed
to change the way in which people around the
world use the Day, increasing its reach and impact.
Sincerely,
The theme, ‘We can. I can.’ encourages everyone
to not just participate in the World Cancer Day, but
to make something happen – and I appeal to all
companies around the world to get involved in what
is a very engaging and exciting campaign.
World Cancer Day is a great opportunity to position
your business as a leader in the fight against
cancer - amongst your network, in your community
and globally. On 4 February 2016, help put cancer
in the spotlight and amplify the message that
‘We Can. I Can.’
Dr Cary Adams
Chief Executive Officer
Union for International Cancer Control (UICC)
World Cancer Day 2016 — Corporate Toolkit
3
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 a vast network of employees, customers and
stakeholders whom together can have a real and
positive impact on the global 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 access to prevention,
treatment and palliative care.
Now more than ever there is a need for global
commitment to help drive policy change and
encourage the implementation of comprehensive
national cancer control plans. Furthermore, we
have a collective responsibility to support low- and
middle-income countries who are tackling the
cancer epidemic with insufficient resources.
World Cancer Day is therefore the ideal opportunity
to spread the word and raise the profile of cancer in
people’s minds and in the world’s media.
You have the capacity to mobilise this powerful
community to catalyse positive change and drive
action. Your efforts will in turn contribute to raising
the profile of cancer as a global health priority and
the global visibility of World Cancer Day.
UICC is committed to working with you to maximise
the reach of your business as part of the World
Cancer Day ‘We can. I can.’ campaign.
"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.”
Dr Heather Bryant, VP, Cancer
Control, Canadian Partnership
Against Cancer
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World Cancer Day 2016 — Corporate Toolkit
WORLD CANCER DAY
2016-2018
THEME: WE CAN. I CAN.
Taking place under the tagline ‘We can. I can’,
World Cancer Day 2016-2018 will explore how
everyone – as a collective or as individuals – can do
their part to reduce the global burden of cancer.
Just as cancer affects everyone in different ways,
all people have the power to take various action
to reduce the impact that cancer has on individuals,
families and communities.
World Cancer Day is a chance to reflect on
what you can do, make a pledge and take action.
Whatever you choose to do, ‘We can. I can.’ make
a difference to the fight against cancer.
World Cancer Day 2016 — Corporate Toolkit
5
CAMPAIGN KEY MESSAGES
To achieve the objectives of the ‘We Can. I Can.’
campaign it is essential that we all use one voice
when we speak or write about World Cancer Day.
I CAN
WE CAN
6
The following World Cancer Day messaging
suggestions are provided for your use and
adaptation. Please feel free to use them as a part
of your communications. Our goal is to spread
these messages as widely as possible on and
around World Cancer Day.
INSPIRE ACTION,
TAKE ACTION
MAKE HEALTHY
LIFESTYLE CHOICES
PREVENT CANCER
UNDERSTAND THAT EARLY
DETECTION SAVES LIVES
CHALLENGE
PERCEPTIONS
ASK FOR SUPPORT
CREATE HEALTHY
ENVIRONMENTS
SUPPORT OTHERS
IMPROVE ACCESS
TO CANCER CARE
TAKE CONTROL OF
MY CANCER JOURNEY
BUILD A QUALITY
CANCER WORKFORCE
LOVE, AND BE LOVED
MOBILISE OUR NETWORKS
TO DRIVE PROGRESS
BE MYSELF
SHAPE POLICY CHANGE
RETURN TO WORK
MAKE THE CASE FOR INVESTING
IN CANCER CONTROL
SHARE MY STORY
WORK TOGETHER FOR
INCREASED IMPACT
SPEAK OUT
World Cancer Day 2016 — Corporate Toolkit
SOCIAL MEDIA
Follow us on these social media platforms and be part of the online
conversation in the lead-up and on World Cancer Day by using the following
official hashtags: #WorldCancerDay #WeCanICan
TWITTER
FACEBOOK
Twitter handle:
@UICC
World Cancer Day
www.facebook.com/worldcancerday
Official hashtags:
#WorldCancerDay
#WeCanICan
Suggestions of topic
hashtags to use:
INSTAGRAM
WCD Username:
@worldcancerday
Official hashtags:
#WorldCancerDay
#WeCanICan
THUNDERCLAP
#25by25 #BeHealthy #BreastCancer #Cancer
#CancerAdvocacy #CancerAwareness #CancerBurden
#CancerCare #CancerControl #CancerDivide
#CancerInformation #CancerMyths #CancerPatients
#CancerPrevention #CancerRisk #Cancers
#CancerSurvivors #CancerTreatment #CapacityBuilding
#CervicalCancer #DebunkCancerMyths #EarlyDetection
#EssentialMedicines #FightingCancerTogether #Health
#HealthForAll #HealthyLifestyle #HealthyLiving #HPV
#NCDs #NCDmomentum #NotBeyondUs #NoTobacco
#PainRelief #Prevention #Post2015 #QualityOfLife
#RiskFactors #SDGs #SocialJustice #StopSmoking
#SupportOthers #TIL #TreatmentForAll #UHC
#WeCanICan #WomensCancers #WorkplaceWellness
#WorldCancerDay
Visit worldcancerday.org/materials
to download the full Social Media guide.
Join the World Cancer Day 2016
Thunderclap campaign.
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 4 December 2015, and join
the WCD 2016 Campaign: worldcancerday.org/
thunderclap
World Cancer Day 2016 — Corporate Toolkit
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CAMPAIGN MATERIALS
World Cancer Day should be
viewed as an opportunity to
coordinate global, national
and local efforts in the fight
against cancer.
A core set of resources have been
produced to support you in developing
your own World Cancer Day campaign
and provide guidance in adapting the
messaging to meet your needs.
All materials are available on
worldcancerday.org
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POSTERS/POSTCARDS
WE CAN. I CAN.
ON 4 FEBRUARY
WE CAN I CAN
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JOIN US ON 4 FEBRUARY
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World Cancer Day 2016 — Corporate Toolkit
FACT SHEETS
MAP OF IMPACT
The fact sheets provide a general overview of the
key issues and areas of focus that are highlighted
in the 2016 campaign. They include facts and
figures and outline important advocacy messages.
A supporting reference list is also available for
each one of the key messages to give a more
detailed look at the issues addressed.
Add your activity to the Map of Impact.
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ENVIRONMENTS
LOVE, AND BE LOVED
ON 4 FEB
#WeCanICan
#WorldCancerDay
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#WeCanICan
#WorldCancerDay
THE POWER OF A GOOD QUOTE
TEMPLATE PRESS
RELEASE
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 company
or external stakeholders and
partners to supplement your cancer
communications, and further link
your efforts with the global World
Cancer Day movement.
World Cancer Day 2016 — Corporate Toolkit
9
MARK WORLD CANCER DAY 2016
Combine and adapt activities that engage your leadership team,
colleagues and communities to best fit your company’s needs.
CREATING HEALTHY
WORKPLACES
An impactful way for your business to mark World
Cancer Day is to get behind the 2016 message of
‘We can create healthy environments’ and engage
your employees in workplace initiatives which
support and encourage them to make healthy
lifestyle choices.
Planning and hosting a fundraising event for cancer
is not only a concrete way for your organisation to
engage with the cause, but it’s also great way to
engage and connect with your employees. An event
is the ideal platform to raise awareness, encourage
positive action and drive donations.
You could mark the day by launching a new
workplace initiative such as a programme to help
your employees quit smoking, or run a campaign
to promote healthy lifestyles. For example, create
incentives for colleagues to bike or walk to work,
promote the use of stairs for the day, offer healthy
food choices in your canteen, or plan a health and
wellbeing expo for employees and their families.
You can even increase the profile and visibility
of your organisation amongst the community by
inviting local media to attend and cover the event.
Even if your workplace already has an employee
health and wellbeing programme, this 4 February
is a great opportunity to promote participation
through a communications campaign (blog,
video, newsletter, emailing, intranet news, etc.) or
provide additional incentives to inspire action. You
could even encourage employees to make healthy
resolutions and publicise their commitments
across internal communications channels or
share stories of how they have benefited from
participating in the programme.
By linking these efforts with the World Cancer Day
‘We can. I can.’ campaign messages and materials
you can create positive exposure for your health
and wellness offerings and at the same time build
awareness amongst your employees about steps
they can take to reduce their risk of cancer.
To help guide organisations on how to build a
best practice workplace cancer initiative, UICC
has partnered with Bupa to produce a series of
‘Healthy Workplace’ resources (iccp-portal.org/
healthy-workplaces) which provide practical
information for implementing interventions for
cancer prevention, early detection and supporting
employees return to work.
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ORGANISING A
FUNDRAISING ACTIVITY
To mark World Cancer Day, we suggest an event
that is cancer related and ideally in line with the
2016 theme ‘We can. I can.’
A popular initiative is to host a head-shaving
event to foster solidarity with cancer patients and
support them and their families. The event can
feature live head-shaving with attendees cheering
them on and taking part in the celebration of all the
funds raised.
If you would like to host your own head-shaving
event at your workplace on World Cancer Day, you
don’t have to start planning for it from scratch.
There is an existing global campaign that asks
individuals to raise funds leading up to and on
World Cancer Day by showing support to cancer
patients and revealing their actual or virtual
#NoHairSelfie on that day. The #NoHairSelfie
website not only offers resources on how to plan
such an event, but also includes template PR
materials and a downloadable donation form and
allows for your guests to register a fundraising
page so that they can raise money leading up to the
event.
For more information please visit nohairselfie.com
World Cancer Day 2016 — Corporate Toolkit
ENGAGING IN A SOCIAL
MEDIA CAMPAIGN
Once you identify the platform(s) that best suit the
objectives of your business, social media can be
a powerful way to connect with your networks,
engage them in conversation, share key messages
and drive action.
It is also where many awareness campaigns are
now seeded and grow into global movements,
providing organisations with a great opportunity
to engage around important themes – like World
Cancer Day and the ‘We can. I can.’ campaign.
Encourage your employees to join the World
Cancer Day ‘Talking Hands’ campaign on social
media - officially launched on 4 January 2016.
It’s as simple for them as: writing* supportive and
inspirational messages on their hand(s) - using
the ‘We can. I can.’ theme - and posting a picture,
a video or an animated gif of it on their/your social
accounts using the hashtags #WorldCancerDay
and #WeCanICan.
Co-workers can be as creative as they like to show
that ‘We Can’, as a collective, or ‘I Can’ as an
individual, take action to help raise awareness and
join the fight against cancer.
Alternatives to writing on hands are either using
all kinds of mediums (e.g. piece of paper, post-it,
notebook, blackboard, writing in sand, printing on a
t-shirt, computer/mobile screen, etc.) or using the
special A4 document containing a patchwork of the
WCD visual elements that you can find here:
www.worldcancerday.org/materials
LAUNCHING A
PARTNERSHIP
World Cancer Day has become one of the most
popular international awareness days, breaking
records and cumulating in 10.7 billion opportunities
to see, hear and read about the campaign in 2015.
Given the impressive traditional and social media
outreach on the day, we highly encourage our
corporate partners to build World Cancer Day into
their communications plans and use it as a key
milestone for launching a new initiative, product
or service linked to fighting cancer.
It is also a day to encourage employees, and other
stakeholders, to join the fight and commit to
making a difference for cancer patients and their
families worldwide.
Examples from current partners include:
Jaermann & Stübi, a Swiss luxury golfing watch
company developed an exclusive model for World
Cancer Day 2015 and an amount per watch sold
was donated to the Union for International Cancer
Control (UICC) for the organisation to pursue its
mission of reducing the cancer burden on a global
level.
Würth Elektronik eiSos (WE), one of Europe's
biggest manufacturers of electronic and
electromechanical components used World Cancer
Day to encourage their suppliers to reference WE
components and branding in their final product
description, committing to give € 40 to UICC for
each new supplier reference. Besides increasing
WE’s product referencing by 50%, this campaign
enabled WE to donate USD 50,000 to support
UICC’s training and education programme.
Chevrolet, in partnership with the American
Cancer Society, tugged at the heartstrings of
viewers around the world through a specially
produced World Cancer Day Super Bowl
commercial, demonstrating the company’s
commitment to tackling cancer.
*Please use products that can be used on skin eg. Body paint,
makeup. Please note that ballpoint pens or other water-based ink
pens can be safely used, but make sure to avoid using permanent
markers. For more information: http://thewannabescientist.com/
Companies are also encouraged to create
partnerships with their local cancer organisations
and use World Cancer Day as a platform to
widely promote and share information about
the partnership objectives and to report back on
achievements and successes, one year later.
World Cancer Day 2016 — Corporate Toolkit
11
FIND INSPIRATION
IN OTHERS
AMGEN
ELEKTA
• Produced a video posted on YouTube featuring
employees from across the R&D organisation
sharing their interpretation of the 2015
campaign theme 'Not Beyond Us'.
BUPA
• Shared a World Cancer Day press release in
partnership with UICC urging employers to
take action on cancer by promoting healthy
lifestyles in the workplace.
• Posted an article on their website giving tips
on how to reduce the risk of cancer through
some simple lifestyle changes.
BAYER
• The pharmaceuticals division of Bayer
HealthCare featured a virtual tour through the
human body on the topic of cancer on their
website, along with animations and videos.
• The interactive oncology-tool 'Closing in on
cancer' explained how cancer develops and
which treatment options are available.
• Bayer HealthCare was also active on Twitter
and Facebook.
• Published a joint press release with UICC
encouraging employees and their families
to get engaged in World Cancer Day through
taking many different types of actions such
as early detection, giving blood, increasing
their knowledge about cancer, leading
healthy lifestyles, sharing their stories, and
donations.
LILLY
• PACE, a Lilly Oncology initiative, launched
the PACE Continuous Innovation Indicators,
an evidence based tool for policy makers and
other key oncology stakeholders to review
progress against cancer over time for twelve
cancer types.
• The Lilly Foundation announced a
commitment of US$1 million to AMPATH
Oncology Institute in Kenya to improve access
to quality cancer care.
PFIZER ONCOLOGY
• Launched a new grants programme, the
Seeding Progress and Resources for the
Cancer Community (SPARC), in partnership
with UICC for a first-of-its-kind initiative
to address the unique challenges faced by
metastatic breast cancer (MBC) patients.
• Worked on a joint media campaign which
included a co-branded multimedia news
release and supporting materials for social
media and the communications executives
throughout the Pfizer global network.
• A dedicated article was also circulated on
Pfizer World which is distributed to over
78,000 employees globally.
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World Cancer Day 2016 — Corporate Toolkit
VISIONARY PARTNERS
SUPPORTERS - MEMBERS
SUPPORTERS - CORPORATES
Please email your questions and updates to [email protected]
World Cancer Day is an initiative of the Union for International Cancer Control (UICC).
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 [email protected]
www.uicc.org