WE CAN. I CAN. CORPORATE TOOLKIT ON 4 FEBRUARY WORLDCANCERDAY.ORG. #WorldCancerDay #WeCanICan

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1 WE CAN. I CAN. ON 4 FEBRUARY CORPORATE TOOLKIT WORLDCANCERDAY.ORG #WorldCancerDay #WeCanICan

2 CONTENTS Welcome 3 Your engagement in World Cancer Day is crucial 4 World Cancer Day Campaign key messages 6 Social media 7 Campaign materials 8 Mark World Cancer Day Find inspiration in others 12 2

3 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. 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. 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. 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. 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. 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 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. Sincerely, Dr Cary Adams Chief Executive Officer Union for International Cancer Control (UICC) 3

4 YOUR ENGAGEMENT IN WORLD CANCER DAY IS CRUCIAL THE BIG PICTURE 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). 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. PLAYING YOUR PART 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. 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 4

5 WORLD CANCER DAY THEME: WE CAN. I CAN. Taking place under the tagline We can. I can, World Cancer Day 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. 5

6 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. 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. WE CAN I CAN INSPIRE ACTION, TAKE ACTION PREVENT CANCER CHALLENGE PERCEPTIONS CREATE HEALTHY ENVIRONMENTS IMPROVE ACCESS TO CANCER CARE BUILD A QUALITY CANCER WORKFORCE MOBILISE OUR NETWORKS TO DRIVE PROGRESS SHAPE POLICY CHANGE MAKE THE CASE FOR INVESTING IN CANCER CONTROL WORK TOGETHER FOR INCREASED IMPACT MAKE HEALTHY LIFESTYLE CHOICES UNDERSTAND THAT EARLY DETECTION SAVES LIVES ASK FOR SUPPORT SUPPORT OTHERS TAKE CONTROL OF MY CANCER JOURNEY LOVE, AND BE LOVED BE MYSELF RETURN TO WORK SHARE MY STORY SPEAK OUT 6

7 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 INSTAGRAM Twitter Official hashtags: #WorldCancerDay #WeCanICan World Cancer Day WCD Official hashtags: #WorldCancerDay #WeCanICan Suggestions of topic hashtags to use: #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. THUNDERCLAP 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 7

8 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 POSTERS/POSTCARDS worldcancerday.org WE CAN. I CAN. ON 4 FEBRUARY WORLDCANCERDAY.ORG WE CAN I CAN ON 4 FEBRUARY WORLDCANCERDAY.ORG JOIN US ON 4 FEBRUARY 8

9 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. WE CAN I CAN CREATE HEALTHY ENVIRONMENTS LOVE, AND BE LOVED worldcancerday.org ON 4 FEB #WeCanICan #WorldCancerDay worldcancerday.org ON 4 FEB #WeCanICan #WorldCancerDay TEMPLATE PRESS RELEASE PRESS THE POWER OF A GOOD QUOTE 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. 9

10 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. 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. 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, ing, 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. ORGANISING A FUNDRAISING ACTIVITY 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 can even increase the profile and visibility of your organisation amongst the community by inviting local media to attend and cover the event. 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 10

11 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 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: 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 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: 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. 11

12 FIND INSPIRATION IN OTHERS AMGEN 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. ELEKTA 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. 12

13 VISIONARY PARTNERS SUPPORTERS - MEMBERS SUPPORTERS - CORPORATES Please your questions and updates to info@worldcancerday.org 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) Fax +41 (0) info@uicc.org