Download CORPORATE TOOLKIT - World Cancer Day

WE CAN.
I CAN.
JOIN US IN 2017
CORPORATE
TOOLKIT
#WorldCancerDay
#WeCanICan
worldcancerday.org
CONTENTS
2
Welcome
3
Make a difference on World Cancer Day
4
World Cancer Day 2016-2018: Year 2 - Accelerating progress
5
Key campaign messages
6
Social media
7
Campaign materials
8
Mark World Cancer Day 2017
10
Find inspiration in others
12
World Cancer Day 2017 — Corporate Toolkit
WELCOME
World Cancer Day has grown and matured into
one of the most talked about health days on the
calendar, with the 2016 campaign breaking all
previous records. Media opportunities to see,
hear or read about World Cancer Day exceeded
17.9 billion, a truly magnificent result driven by
the actions of 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 and
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 plethora of options are available for you to be
innovative and we look forward to hearing about
your plans and seeing them on our Map of Impact
on worldcancerday.org. 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 2017, help put cancer in the spotlight and
amplify the message that ‘We can. I can.’
World Cancer Day 2017 brings us to year two of our
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, and
accelerating progress.
Sincerely,
The theme, ‘We can. I can.’ encourages everyone
to not just participate in World Cancer Day, but
to make something happen – and I appeal to all
companies around the world to get involved in this
engaging and exciting campaign.
Cary Adams
Chief Executive Officer
Union for International Cancer Control (UICC)
World Cancer Day 2017 — Corporate Toolkit
3
YOUR ENGAGEMENT IN WORLD
CANCER DAY IS CRUCIAL
THE BIG PICTURE
MAKING A DIFFERENCE
The global cancer epidemic is enormous
and set to rise. Currently, 8.2 million
people die from cancer worldwide every
year, more than HIV/AIDS, malaria, and
tuberculosis combined. Out of this, 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 must 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
commitments 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 raise the global visibility of
World Cancer Day, and in turn contribute to raising
the profile of cancer as a global health priority.
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.
“Bristol-Myers Squibb is proud to
support UICC’s World Cancer Day,
in an effort to raise awareness
and education about how everyone
– collectively or as individuals –
can do their part to fight cancer.
Campaigns like this resonate with
our ongoing commitment in the
fight against cancer.”
Amadou Diarra, Head, Global
Policy, Advocacy & Government
Affairs, Bristol-Myers Squibb
4
World Cancer Day 2017 — Corporate Toolkit
WORLD CANCER DAY 2016-2018
YEAR 2 - ACCELERATING PROGRESS
THEME: WE CAN. I CAN.
Taking place under the tagline ‘We can. I can’,
World Cancer Day 2016-2018 explores 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 action to reduce
the impact of cancer 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.
SUPPORT THROUGH SPORT
With World Cancer Day 2017 and 2018 both falling on
weekends, we have the opportunity to engage with
sport and leisure groups to create greater visibility and
involvement at community and public levels and promote
the message that 'We can. I can' be active in the fight
against cancer.
•
Talk to local sport groups and federations about
arranging a partnership, activity or event on or
around the Day - there are great synergies in
messaging and common areas of interest
•
Encourage local restaurants to mark the Day by
offering healthier choices on their menu and raising
money and awareness
For more information, download our Support through
Sport toolkit at worldcancerday.org/supportthroughsport
World Cancer Day 2017 — Corporate Toolkit
5
KEY CAMPAIGN MESSAGES
To achieve the objectives of the ‘We can.
I can.’ campaign, it is essential that we use
one united voice when we speak or write about
World Cancer Day.
WE CAN
The following World Cancer Day messaging
suggestions are provided for your use and
adaptation. Our goal is to spread these
messages as widely as possible on and around
World Cancer Day.
SUPPORT OTHERS TO
RETURN TO WORK
CHALLENGE PERCEPTIONS
INSPIRE ACTION, TAKE ACTION
IMPROVE ACCESS TO CANCER CARE
PREVENT CANCER
SHAPE POLICY CHANGE
CREATE HEALTHY SCHOOLS
CREATE HEALTHY WORKPLACES
CREATE HEALTHY CITIES
BUILD A QUALITY CANCER
WORKFORCE SHAPE POLICY CHANGE
MAKE THE CASE FOR INVESTING IN
CANCER CONTROL
JOIN FORCES TO MAKE A
DIFFERENCE
I CAN
LOVE, AND BE LOVED
ASK FOR SUPPORT
MAKE HEALTHY LIFESTYLE CHOICES
MAKE MY VOICE HEARD
UNDERSTAND THAT EARLY
DETECTION SAVES LIVES
TAKE CONTROL OF MY CANCER
JOURNEY
6
World Cancer Day 2017 — Corporate Toolkit
RETURN TO WORK
SOCIAL MEDIA
Follow us on these social media platforms and be part of the online
conversation in the lead up to and on World Cancer Day by using the following
official hashtags: #WorldCancerDay #WeCanICan
TWITTER
FACEBOOK
Follow
@UICC
World Cancer Day
facebook.com/worldcancerday
Official hashtags:
#WorldCancerDay
#WeCanICan
INSTAGRAM
Follow
@worldcancerday
UICC username:
@globalcancer
Official hashtags:
#WorldCancerDay
#WeCanICan
Suggestions of topic
hashtags to use:
#25by25 #BeatNCDs #BeHealthy #BreastCancer #Cancer
THUNDERCLAP
#CancerAdvocacy #CancerAwareness #CancerBurden
#Cancers #CancerCare #CancerControl #CancerDivide
#CancerInformation #CancerMyths #CancerPatients
#CancerPrevention #CancerRisk #CancerSurvivors
#CancerTreatment #CapacityBuilding #CervicalCancer
#DebunkCancerMyths #EarlyDetection #EssentialMedicines
#FightingCancerTogether #Health #HealthForAll
#Healthy #HealthyLifestyle #HealthyLiving #HPV
#NCDs #NCDmomentum #NotBeyondUs #NoTobacco
#PainRelief #Prevention #QualityOfLife #RiskFactors
#SDGs #SocialJustice #StopSmoking #SupportOthers #TIL
Thunderclap is a tool that simultaneously posts a
message on the feeds of supporters via Facebook,
Twitter and Tumblr, generating a wave of attention for
a campaign. This is a great way to give World Cancer
Day visibility and increase the chances of ‘trending’ on
social media platforms.
For World Cancer Day 2016, with the support of
just 1,000 individuals, we reached over 2.5 million
people. Help us make 2017 an even bigger success by
signing up to our Thunderclap as from 5 December at
worldcancerday.org/thunderclap.
#TreatmentForAll #UHC #WeCanICan #WomensCancers
#WorldCancerDay #WorkplaceWellness
Visit worldcancerday.org/materials
to download the full Social Media Guide.
World Cancer Day 2017 — Corporate Toolkit
7
CAMPAIGN MATERIALS
World Cancer Day is
an opportunity to coordinate
global, national and local
efforts in the fight against
cancer.
A core set of resources has 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/materials
CAMPAIGN POSTER
The 2017 campaign poster is currently available in
English, French and Spanish. Please contact us to
add further translations at
[email protected]
WE CAN. I CAN.
CUSTOMISABLE POSTERS
You can create your own customised poster on the
WCD website including your logo, key messages
and preferred icon or picture.
www.worldcancerday.org/posters
WE CAN. I CAN.
ENTER YOUR EVENT,
ACTIVITY OR OTHER
DETAILS HERE.
JOIN US IN 2017
worldcancerday.org
JOIN US IN 2017
worldcancerday.org
8
World Cancer Day 2017 — Corporate Toolkit
JOIN US IN 2017
worldcancerday.org
ENTER YOUR EVENT,
ACTIVITY OR OTHER
DETAILS HERE.
Logo
Placement
JOIN US IN 2017
worldcancerday.org
Logo
Placement
FACT SHEETS
MAP OF IMPACT
The fact sheets give a general overview of the key
issues and areas of focus that are highlighted in
the 2017 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.
WE CAN
I CAN
INSPIRE ACTION,
TAKE ACTION
MAKE HEALTHY
LIFESTYLE CHOICES
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#WorldCancerDay
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Join us in 2017
worldcancerday.org
Add your activity to this online interactive map
showcasing what and where activities are taking
place, on and around World Cancer Day.
WALL OF SUPPORT
INFOGRAPHIC
Infographics are great tools to get ideas across in
visually appealing and concise ways, especially on
social media. Feel free to use the ‘Get the facts’
infographic to illustrate important statistics in the
fight against cancer.
The Wall of Support is a great tool featuring every
WCD-related picture posted on social media
platforms using the hashtags #WorldCancerDay
AND #WeCanICan.
WE CAN
CANCER TODAY
14m
CANCER IN 2030
8.2m
new cancer
cases per year
TOP 5 MOST FREQUENT CANCERS
1
21.7m 13m
cancer deaths
per year
new cancer
cases per year
cancer deaths
per year
1
3
2
5
4
Low- and middle-income countries will experience the
most significant increase in cancer deaths (70% increase
from 2012 to 2030) versus a 30% increase in high-income
countries between 2012 and 20302.
i
Non-communicable diseases (NCDs) – including cancer – are the leading cause of death and disability worldwide.
1
2
Tobacco
1
Quit smoking
1
2
Reduce alcohol
consumption
Create healthy schools,
workplaces and cities
2
Educate health professionals
to recognise signs and
symptoms
3
Advocate for policies to
support healthy lifestyle
choices (e.g. tobacco taxation)
4
Improve access to early
detection, screening, and
timely diagnosis and referral
5
Put in place national
vaccination programmes
Alcohol
4
3
Environmental
5
Unhealthy diet
6
Physical
inactivity
Cancer-causing
infections
WHAT WE CAN DO
WHAT I CAN DO
LEADING RISK FACTORS
i
TEMPLATE PRESS
RELEASE
3
Exercise regularly
4
Adopt a healthy diet
5
Be sun smart
6
Be aware of
environmental factors
7
Be aware of signs
and symptoms
8
Get vaccinated
By addressing risk factors,
one third of common cancers
can be prevented3.
A template press release designed for local
adaptation and use on and around World Cancer
Day 2017 (under embargo) will be available in
English, French, Spanish, and other languages in
January 2017.
Learn more with the campaign factsheets on
www.worldcancerday.org/materials
i
Equitable access to quality, affordable surgery, radiotherapy and essential medicines are
critical components of effective cancer treatment and care.
RADIOTHERAPY
Cancer Day 2017 — Corporate Toolkit
ESSENTIALWorld
MEDICINES
9
MARK WORLD
CANCER DAY 2017
CREATING HEALTHY
WORKPLACES
An impactful way for your business to mark World
Cancer Day is to get behind the 2017 message of
‘We can create healthy workplaces’ 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 a 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 exhibition 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 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 (available on
www.iccp-portal.org) which provide practical
information for implementing interventions for
cancer prevention, early detection and supporting
employees return to work.
10
ORGANISING A
FUNDRAISING ACTIVITY
To mark World Cancer Day, we suggest an event
that is cancer related and ideally in line with the
theme ‘We can. I can.’
Project Pink Drive set up a tremendously
successful fundraising activity around recreation,
sport, and healthy lifestyles in Johannesburg,
South Africa. The initiative set up a mobile
fundraising campaign at a notable cricket match
in honor of 4 February, capitalising on technology
as fans were able to donate 20 Rand by sending an
SMS with the keyword PINKDRIVE.
Players were engaged wearing pink to support
breast cancer awareness and local businesses
and companies were encouraged to donate. The
initiative raised 1.5 million Rand to contribute to
purchasing mobile mammography and gynecology
trucks.
Add your World Cancer Day
activity to the Map of Impact on
worldcancerday.org/map
World Cancer Day 2017 — 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 conversations, 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.
Last year’s social media initiative called ‘Talking
hands’ was a huge success with over 13,000
pictures shared on social media and featured on
the Wall of Support.
LAUNCHING A
PARTNERSHIP
World Cancer Day has become one of the most
popular international awareness days, breaking
records and cumulating in 17.9 billion opportunities
to see, hear and read about the Day in 2016.
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.
Stay connected to learn more about the new social
media activity coming up for 2017.
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.
Cancer Research UK, a cancer charity dedicated
to discovering new ways to prevent, diagnose,
and treat cancer, launched a fundraising and
awareness event on World Cancer Day 2016. In
partnership with Breast Cancer Care, Anthony
Nolan, and the Movember Foundation, they sold
unity bands and used funds raised to support
cancer research.
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.
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 2017 — Corporate Toolkit
11
FIND INSPIRATION
IN OTHERS
PFIZER ONCOLOGY
AMGEN
On World Cancer Day 2016, Pfizer Oncology
partnered with UICC to showcase progress
made by grantees of the Seeding Progress
and Resources for the Cancer Community
(SPARC): Metastatic Breast Cancer Challenge.
Together, Pfizer and UICC worked on a joint
media campaign, organized a dedicated webinar,
and collectively disseminated materials to the
UICC membership, Pfizer global network and
stakeholders around the world. World Cancer Day
provided an important opportunity to continue
raising awareness about the unmet needs of
metastatic breast cancer patients around the
world.
Amgen created a video which featured employees’
Instagram photos; it circulated on YouTube and
Amgen’s website. Through this video, Amgen
provided valuable support for our “Talking Hands”
social media activity. They also engaged on Twitter
by sending tweets with “We can. I can.” branding,
wrote a dedicated article and shared the stories of
cancer survivors.
BOEHRINGER INGELHEIM (BI)
BI chose to highlight three of the ‘We can’ World
Cancer Day areas of focus including improving
access to cancer care, building a quality cancer
workforce and mobilising networks to drive
progress. By referring to a recently launched
Global Insights Report, developed in partnership
with experts from around the world, they aimed to
raise awareness of the importance of Epidermal
Growth Factor Receptor (EGFR) testing and
personalised treatment in non-small cell lung
cancer. They called on healthcare professionals,
patients, and patient organisations alike to add
their insights about EGFR testing to their growing
global visual on social media.
ROCHE
Roche created a video which engaged employees
and spread World Cancer Day key messages; the
video was featured on their website. They also
took engagement to the local level by having
volunteers in three booths in the three main cities
of Tunisia. At these booths, employees handed
out flyers in Arabic and French on how to change
perceptions on cancer and promote healthier
lifestyles. In conjunction with this event, a Roche
representative got involved with local media by
doing a radio interview about cancer.
“World Cancer Day stands out as an opportunity for us to work collectively, with the wider oncology
community, to raise awareness and advocate for action in the fight against cancer. This UICC initiative
also presents a unique occasion to rally our employees globally around an important cause and
message. In 2016, we saw unprecedented participation from employees across 36 countries who
raised their hands to spread messages of awareness and hope. Using social media we were able
to bring them together and amplify the message that we can all help reduce the impact of cancer
through awareness, education and action. It was a great initiative and we are looking forward to doing
more in 2017 to support the next World Cancer Day.”
Maya Martinez-Davis, Global Head of Oncology, Merck
12
World Cancer Day 2017 — Corporate Toolkit
WE CAN. I CAN.
WITH THANKS TO THE FOLLOWING PARTNERS FOR THEIR SUPPORT OF THE 2017 CAMPAIGN:
Visionary Partners
Leader - Partner
Supporter
Please email your questions and updates to [email protected]
World Cancer Day is an initiative of the Union for International Cancer Control
Union for International Cancer Control
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