1. TOOLKIT
WORLD CANCER DAY 2013
CANCER - DID YOU KNOW?
There are many myths out there. On 4 February 2013 get the facts.

2. CONTENTS
3 INTRODUCTION 15 QUOTABLE QUOTES/MEDIA SOUNDBYTES
4 WORLD CANCER DAY BACKGROUND, OBJECTIVES AND 16 TEMPLATE WORLD CANCER DAY MATERIALS
AUDIENCE
17 WHAT’S BEEN HAPPENING SINCE LAST
5 LEVELS OF ENGAGEMENT WORLD CANCER DAY?
8 SOCIAL MEDIA 17 NEXT STEPS
10 STOP THE PRESS! 17 FEEDBACK YOUR SUCCESSES
12 WORLD CANCER DAY KEY MESSAGES
One of the most common misconceptions about cancer in my ‫ﺇﻥ ﺃﺣﺩ ﺍﻟﻣﻔﺎﻫﻳﻡ ﺍﻟﺧﺎﻁﺋﺔ ﺍﻷﻛﺛﺭ ﺷﻳﻭﻋ ﺎ ً ﻋﻥ ﺍﻟﺳﺭﻁﺎﻥ ﻓﻲ ﻣﻧﻁﻘﺗﻧﺎ ﻫﻭ ﺃﻥ ﺍﻹﺻﺎﺑﺔ ﺑﺎﻟﺳ ﺭ‬
part of the world is that getting cancer is ‘fate’ and nothing
‫ﺭﻁﺎﻥ ﺃﻣﺭ ﻣﺻﻳﺭﻱ، ﻭﺃﻧﻪ ﻻ ﻳﻣﻛﻥ ﻓﻌﻝ ﺷﻲء ﻟﻠﻭﻗﺎﻳﺔ ﻣﻧﻪ، ﺇﻻ ﺃﻧﻪ ﻓﻲ ﺍﻟﻭﺍﻗﻊ ﻳﻣﻛﻥ‬
can be done to prevent it, when in reality 40% of cancers
can be prevented through simple lifestyle changes. ."‫ﺍﻟﻭﻗﺎﻳﺔ ﻣﻥ 04٪ ﻣﻥ ﺣﺎﻻﺕ ﺍﻟﺳﺭﻁﺎﻥ ﺑﺈﺟﺭﺍء ﺗﻐﻳﻳﺭﺍﺕ ﺑﺳﻳﻁﺔ ﻓﻲ ﻧﻣﻁ ﺍﻟﺣﻳﺎﺓ‬
‫ﺻﺎﺣﺑﺔ ﺍﻟﺳﻣﻭ ﺍﻟﻣﻠﻛﻲ ﺍﻷﻣﻳﺭﺓ ﺩﻳﻧﺎ ﻣﺭﻋﺩ، ﻣﺩﻳﺭ ﻋﺎﻡ ﻣﺅﺳﺳﺔ ﺍﻟﺣﺳﻳﻥ ﻟﻠﺳﺭﻁﺎﻥ‬
HRH Princess Dina Mired
Director General,
King Hussein Cancer Foundation
„Krebs ist die Krankheit, vor der wir Deutschen uns am We Germans dread no disease more than cancer. Despite
meisten fürchten. Obwohl sich die Heilungschancen bei the fact that the chances of recovery from many cancers
vielen Krebserkrankungen in den letzten Jahrzehnten have significantly improved in recent decades, three out of
deutlich verbesserten, haben drei von vier Menschen four people still have an empathic fear of cancer. It is up to
auch heute große Angst vor Krebs. Es liegt an uns – us – the doctors, scientists, societies, self-help organisations,
den Ärzten, Wissenschaftlern, Fachgesellschaften, journalists and politicians – to alleviate this dread. There is a
Selbsthilfeorganisationen, Journalisten und Politikern – message we can give them: Nowadays cancer can be treated
dazu beizutragen, den Menschen diese Angst vor Krebs zu and healed much better than generally known. Likewise,
nehmen. Wir können ihnen vermitteln: Krebs ist heute viel more and more people realise that their lifestyle greatly
häufiger therapier- und heilbar als allgemein bekannt. Und influences the risk.
immer mehr Menschen erkennen, dass ihr Lebensstil dazu
beitragen kann, das Krebsrisiko zu reduzieren.“
Dr. H. C. Fritz Pleitgen
President,
Dr. h. c. Fritz Pleitgen Deutsche Krebshilfe
Präsident der Deutschen Krebshilfe
The Dutch Cancer Society considers World Cancer Day “With cancer being the leading cause of death in
as an excellent opportunity to enhance cancer control, Canada, it remains the number one health concern for
including prevention, treatment and care. Cancer is Canadians. With this year’s World Cancer Day theme
a global disease that requires global collaboration to aiming to dispel common myths and misconceptions
save as many lives as possible. about cancer, we have a unique opportunity to
Michel.T. Rudolphie Msc, MBA broaden awareness on cancer topics and showcase
Chief Executive Officer how Canada is playing a leadership role and working
Dutch Cancer Society in partnership to reduce the burden of cancer for
Canadians. The Canadian Partnership Against Cancer
is proud to be a member of UICC and help highlight
World Cancer Day.”
Dr Heather Bryant
Vice-President, Cancer Control,
Canadian Partnership Against Cancer
UICC Board Member
PAGE 2

3. INTRODUCTION
After a number of years during which cancer prevention has been at the heart of the
WHY IS WORLD
World Cancer Day campaigns, in 2013, we have chosen to focus on Target 5 of the CANCER DAY
World Cancer Declaration: Dispel damaging myths and misconceptions about cancer, IMPORTANT?
with the tagline “Cancer - Did you know?”. World Cancer Day is a chance to raise our
Put simply, because the
collective voices in the name of better sharing of actual cancer facts and dismissing
global cancer epidemic
misconceptions around the disease.
is huge and is set to rise.
This toolkit is designed to give guidance on what can be done to mark this important Every year, nearly 8 million
day and provides you with an overview of the flexible tools which can be adapted by people die of cancer and
you for use in your own campaigns/events. It contains template materials plus strategic many of these deaths can
and implementation guidance. Please note that all template materials within this be avoided with increased
toolkit are approved by UICC for the use by all member organisations and partners governmental support and
at their discretion. In 2012, the World Cancer Day Toolkit was downloaded more than funding for prevention,
4100 times and 456 events took place in 80 countries. Together with your help, we can detection and treatment
increase these numbers. programmes. Unless urgent
action is taken to raise
We hope that your organisation will join us on 4 February in raising awareness of what awareness about cancer
can and must be done to make progress in the global fight against cancer. and develop practical
strategies to address
the disease, millions of
It is fear and ignorance that causes ‘kçÀkç&Àjç iç’ SkçÀ S m çç jç iç n Ì, çÆpçmçkç Àí vççcç mç í nç Ç
í Ì í people will continue to
cancer to become a bigger problem cçvç á <³ç Yç³çYçç l ç nç í pççlçç n Ì ~ Gmç í cçç l ç kçÀç ©Hç
Ç Ì die. Significantly, the
than it needs to be, especially in o k çÀj Dçç j SkçÀ yç[ç Ç mçcçm³çç mçcçPçlçç n Ì ~ ‘³ç í
í Ì number of cancer cases and
developing countries like India. içuçlç n’ ‘kçÀkç&Àjç iç’ kçÀç Fuççpç n Ì ~ çÆnccçlç
Ì í related deaths worldwide
Working together, we can ensure mç í mçyç çÆcçuçkçÀj Fmç Hçj pç©j çÆ Jçpç³ç ÒççHlç kçÀj is estimated to double over
we meet our mutual goal of beating mçkçÀlç í n Ì Dçç j ‘kçÀkç&Àjç iç’ mç í cç á kçw l ç nç í mçkçÀlç í
Ì í
the next 20-40 years. With
nÌ ~
cancer in our lifetimes. the greatest increase in
low- and middle-income
Mr. Y. K. Sapru Mr. Y. K. Sapru countries, those least
Founder, Chairman and CEO, Founder, Chairman and CEO, equipped to cope with the
Cancer Patients Aid Association, Cancer Patients Aid Association, social and economic impact
India India of the disease. In close
collaboration with the NCD
Alliance, UICC played a key
role in securing the World
World Cancer Research Fund There is a vast array of Health Organization’s
global network is delighted myths and misinformation (WHO) target of a 25%
to support World Cancer Day about cancer, particularly reduction in premature
and add our voice to dispel online where it is growing deaths from non-
the myths and misconceptions exponentially. The sheer volume communicable diseases
about cancer. We want people of these claims is threatening (NCDs) by 2025. However,
to know that cancer is not just to drown out evidence-based around one third of cancer
‘bad luck’. Let’s use World Cancer health advice that can make cases could be prevented
Day to make sure that people a real difference in reducing and World Cancer Day is
know the truth - a third of the cancer risk. People disconcerted the ideal opportunity to
most common cancers could be by media reports and unreliable spread the word and raise
prevented and lives saved. online information about causes the profile of cancer in
Dr Kathryn Allen of cancer are less likely to take people’s minds and in the
Director, Science & the simple steps that are proven world’s media.
Communications, to reduce cancer risk - quit
World Cancer Research Fund smoking, avoid unnecessary sun
International exposure, maintain a healthy
weight and reduce alcohol
intake.
We are at an unprecedented
Professor Ian Olver
place with an extraordinary
Chief Executive Officer, Cancer
If we can erase the myths opportunity to save lives...
Council Australia
associated with the disease, targets and indicators must be
we really do have the power sure to cover the continuum of
to change the way people the NCD process – from primary
view cancer and can curb the prevention to treatment and
suffering of 28 million people. palliative care.
Doug Ulman, Dr John Seffrin
President and CEO Chief Executive Officer,
LIVESTRONG Foundation American Cancer Society
PAGE 3

4. WHAT IS WORLD
CANCER DAY?
World Cancer Day takes
place every year on 4
February and is the single
initiative under which the
entire world can unite
together in the fight
against the global cancer
epidemic.
World Cancer Day is an
initiative of the Union
for International Cancer
Control (UICC), through
which we aim to help save
millions of preventable
deaths each year by raising
awareness and education
about cancer, and
pressing governments and
CIAN Agency © François Struzik – simply human
individuals across the world
to take action against the
disease.
WORLD CANCER DAY BACKGROUND, OBJECTIVES AND AUDIENCE
2013 OBJECTIVES WORLD CANCER DAY 2013 THEME
World Cancer Day 2013 is particularly important as it falls 18 World Cancer Day 2013 has been themed “Cancer - Did you
months after the first UN High-level Meeting on NCDs, and the know?” because there are still many myths and misconceptions
signing of the Political Declaration supporting prevention and about the disease out there and this Day is the perfect
control of these devastating diseases, including cancer. opportunity to make people aware of them and dispel them.
Greater awareness and education about cancer can lead to
Therefore, aligning under the banner of “Cancer - Did you
positive change at an individual, community and policy level
know?”, UICC would like you, our members and partners, to
and across the continuum of cancer care.
support us in using this upcoming day to encourage everyone
(individuals, communities, civil societies and governments) to For World Cancer Day 2013 we focus on four key myths and go
do their part in helping reduce the global cancer burden. Our about ‘debunking’ them through the various materials we have
ultimate aim is to help cut premature deaths from cancer and produced. These are provided to you for you to use, adapt and
other NCDs by 25% by 2025. share, so we can reach as many people as possible in order to
offer a better understanding of cancer and, if possible, dispel
We have some specific objectives for World Cancer Day 2013,
these myths completely.
which we can only achieve with your support:
• Spread the word amongst your network: individuals,
members, partners and supporters
WHO IS THE AUDIENCE FOR WORLD CANCER
DAY 2013?
• Drive the wide-spread use of #worldcancerday to show
Everyone! It is only by everyone doing their part that the
support for cancer control
world will reduce the burden of cancer. Please consider how
• Drive traffic to the World Cancer Day website your organisation can reach the public, your local government
and other civil society organisations to participate in the
• “Like” our World Cancer Day Facebook page
2013 World Cancer Day initiative online and in their own
• Promote and use the “Cancer Myths” Facebook Application communities.
(launching late January 2013).
PAGE 4

5. WORLD CANCER DAY ENGAGEMENT
World Cancer Day is a truly global event, but to enable us to reach as much of the
world’s population as possible, we need your help.
We appreciate that you all have different needs and priorities, so whilst we greatly encourage you incorporate the day
(and the theme ‘Cancer - Did you know?’) into existing outreach programmes you have, we also welcome you creating
your own policy/awareness raising campaign which is in-line with the specific area(s) of focus within your organisation.
LEVELS OF ENGAGEMENT
In the next pages, you will find an outline of three different engagement ‘levels’ and suggested messaging that can easily be adapted
and applied to you or your organisation’s needs and capacities.
We are offering a wide variety of ways for your organisation and members to get involved, from the basic engagement aimed at
the general public (Level 1), to a more engaged level involving UICC member organisations and partners (Level 2) and even a “super
engaged” level (Level 3), which is aimed at coordinating a global Advocacy Push.
We encourage you to use the following platforms and suggested messaging to engage your members and encourage them to do
something on the day to support our grassroots message of dispelling cancer myths.
LEVEL 1 - BASIC
ANYONE AND EVERYONE / GENERAL PUBLIC
The “Cancer Myths vs Facts” Facebook application will
be launched for World Cancer Day 2013 - be sure to use
it and share it widely with your members to spread the
truth about cancer on this day.
Use the World Cancer Day poster which
Social media channels: Engage with your network via has been designed specifically for the
your Twitter and Facebook pages (global hashtags and 2013 campaign. You can use it digitally
key messages to share via social platforms are provided or as a printed document to promote
on page 8). the day and the theme.
Website: Ensure that the World Cancer Day logo is present on your website, link to www.worldcancerday.org
and even better, upload a small article onto your site about the day.
PAGE 5

6. LEVEL 2 - WANT TO DO MORE?
GENERAL PUBLIC / UICC MEMBER ORGANISATIONS AND PARTNERS
Translate: Help bring the messages and tools of the
World Cancer Day campaign to a wider audience. We
would love to have additional translations for the
posters and fact sheets.
Contact communication@uicc.org if you are interested
in helping.
Add to the World Cancer Day online map of events and
activities - Please share what you will be doing on/
around World Cancer Day. The site is visited by media,
individuals and organisations worldwide - therefore
Adapt the World Cancer Day poster,
this is a great place in which to let the world know
by adding your organisation’s logo
what you have planned, no matter how big or small.
before you disseminate it. Design files
www.worldcancerday.org/events-map
are available upon request.
CIAN Agency © François Struzik - simply human - Tdh
CIAN Agency © François Struzik - simply human
MYTH 1: MYTH 2: MYTH 3: MYTH 4:
CANCER CANCER CANCER CANCER
IS JUST A
HEALTH
IS A DISEASE
OF THE WEALTHY,
IS A DEATH
SENTENCE IS MY
FATE
ELDERLY AND
ISSUE DEVELOPED
COUNTRIES
TRUTH:
Many cancers that
were once considered TRUTH:
TRUTH: TRUTH: a death sentence With the right strategies,
CANCER IS CANCER IS CAN NOW A THIRD OF
The four World Cancer Day fact sheets have been created to
NOT JUST A A GLOBAL BE CURED THE MOST
HEALTH ISSUE EPIDEMIC AND FOR COMMON
It has wide-reaching It affects all MANY MORE CANCERS CAN
social, economic, ages and socio- PEOPLE, BE PREVENTED.
development, economic groups, THEIR CANCER
and human rights with developing CAN NOW
implications. countries bearing BE TREATED
a disproportionate EFFECTIVELY.
burden.
CANCER AND DEVELOPMENT
CANCER PREVENTION
Prevention is the most cost-effective and sustainable way of reducing
dispel common global myths and misconceptions about cancer.
Disseminate or adapt them for use amongst your network.
the global cancer burden in the long-term.
Cancer constitutes a major challenge to development, undermining
social and economic advances throughout the world.
EVIDENCE
GLOBAL ADVOCACY CANCER IN DEVELOPING COUNTRIES ADVANCES IN CANCER PREVENTION AND • Global, regional and national policies and programmes that promote
EVIDENCE GLOBAL ADVOCACY
MESSAGE Cancer is a global issue and becoming an increasing public health TREATMENT healthy lifestyles can substantially reduce cancers that are caused by risk
MESSAGE
• Approximately 47% of cancer cases and 55% of cancer deaths occur in less Cancer prevention and problem in poorer countries. factors such as alcohol, unhealthy diet and physical inactivity. Improving
developed regions of the world. control interventions must GLOBAL ADVOCACY Advances in understanding risk and prevention, early detection and diet, physical activity and maintaining a healthy body weight could prevent Effective cancer prevention
treatment have revolutionised the management of cancer leading to around a third of the most common cancers. at the national level begins
• The situation is predicted to get worse: by 2030, if current trends continue, be included in the new MESSAGE
cancer cases will increase by 81% in developing countries. set of global development EVIDENCE Efficacious and cost- improved outcomes for patients. GLOBAL ADVOCACY • Based on current trends, tobacco use is estimated to kill one billion people with a national cancer
goals for the post-2015 MESSAGE in the 21st century. Addressing tobacco use, which is linked to 71% of all control plan (NCCP) that
• Today, the impact of cancer on individuals, communities and populations • Cancer now accounts for more deaths worldwide than HIV/AIDS, effective interventions
agenda. lung cancer deaths, and accounts for at least 22% of all cancer deaths is responds to a country’s
tuberculosis and malaria combined. Of the 7.6 million global deaths from must be made available Cost-effective strategies
threatens to prevent the achievement of the Millennium Development Goals
cancer in 2008, more than 55% occurred in less developed regions of the in an equitable manner
EVIDENCE for cancer control such
therefore critical. cancer burden and cancer
(MDGs) by 2015. Broadening the future
world. By 2030, 60-70% of the estimated 21.4 million new cancer cases per risk factor prevalence, and
global development through cancer prevention, • With few exceptions, early stage cancers are less lethal and more treatable as breast and cervical • For developing countries, the situation often goes beyond addressing
• Cancer is both a cause and an outcome of poverty. Cancer negatively year are predicted to occur in developing countries. is designed to implement
goals to include proven, early detection and than late stage cancers. cancer screening as well behavioural change, with many countries facing a ‘double burden’ of
impacts families’ ability to earn an income, with high treatment costs evidence-based resource-
economically sound • Cervical cancer is just one example of the disproportionate burden borne in treatment delivered as as early detection exist exposures, the most common of which is cancer-causing infections. Chronic
pushing them further into poverty. At the same time, poverty, lack of access • In the United States alone, there are 12 million Americans living with cancer appropriate policies and
interventions that span the developing world. Over 85% of the 275,000 women who die every year part of national cancer for all resource settings infections are estimated to cause approximately 16% of all cancers globally,
to education and healthcare increases a person’s risk of getting cancer and today. programmes that reduce
the entire cancer control from cervical cancer are from developing countries. If left unchecked, by control plans (NCCPs) that and can be tailored to the with this figure rising to almost 23% in developing countries. Several of the
dying from the disease. the level of exposure to
and care continuum 2030 cervical cancer will kill as many as 430,000 women per year, virtually all respond to the national • In countries with more than a decade of experience with organised breast population-based need. most common cancers in developing countries such as liver, cervical and
cancer screening programmes, the reduction in mortality from breast stomach cancers are associated with infections with hepatitis B virus (HBV), risk factors for cancer and
• Cancer is threatening further improvements in women’s health and gender can strengthen health in these countries. cancer burden. Access
equality. Just two cancers, cervical and breast, together account for over cancer is significant, with for example, Australia’s mammographic screening the human papillomavirus (HPV), and the bacterium Helicobacter pylori (H. strengthen the capacity
systems, and increase to effective, quality
750,000 deaths each year with the large majority of deaths occurring in • There are massive inequities in access to pain relief with more than 99% programme established in 1991, integral to achieving an almost 30% pylori), respectively. As a consequence, the introduction of safe, effective of individuals to adopt
capacity to respond to all and affordable cancer
developing countries. of untreated and painful deaths occurring in developing countries. In 2009, reduction in mortality from breast cancer over the last two decades. and affordable vaccines should be implemented as part of national cancer healthy lifestyle choices.
health challenges faced by services is a right of all
more than 90% of the global consumption of opioid analgesics was in control plans.
individuals, families and individuals and should not • Cervical cancer rates in wealthier nations plummeted once Pap testing was
Australia, Canada, New Zealand, the US and some European countries;
communities. be determined by where introduced broadly - and rates continue to lower, with recent figures showing • Exposure to a wide range of environmental causes of cancer in our personal
with less than 10% of global quantities used by the other 80% of the
world’s population. you live. that in some countries such as the UK, mortality has halved between 1990 and professional lives, including exposure to indoor air pollution, radiation
and 2010. and excessive sunlight are also major preventable causes of cancer
UICC085_WCDFACT1_FA.indd 1 10/12/12 11:08 AM UICC085_WCDFACT2_FA.indd 1 10/12/12 11:19 AM UICC085_WCDFACT3_FA.indd 1 10/12/12 11:13 AM UICC085_WCDFACT4_FA.indd 1 10/12/12 11:18 AM
The World Cancer Day Evidence sheets have been put
together to provide additional supporting information
WORLD CANCER DAY 2012
to the fact sheets. These are perfect to encourage
further reading and information sharing on the key 700% INCREASE
IN USE OF
topics and messages of the campaign. #WORLDCANCERDAY
FROM 2011
160 MEMBERS ACTIVE
ON WORLD CANCER DAY
We encourage you to engage your corporate partners
and other corporate or not-for-profit organisations in
WORLD CANCER DAY
your country in support of World Cancer Day. They can TOOLKIT DOWNLOADED
help by organising fundraising activities on your behalf 4100 TIMES
and/or by using World Cancer Day messaging in their
internal and external communications mechanisms
Cancer infographics: Visual tools that represent the
(newsletters, websites etc).
global cancer burden in a visually engaging format.
Consider using these on your website and on your
social media platforms to support World Cancer Day.
Press / Media campaign: Use the template press release (to be available January 2013) or write your own. See section ‘Stop the
press’ for more information.
PAGE 6

7. LEVEL 3 - SUPER ENGAGED
ADVOCACY PUSH
In the year since the UN High-level Meeting on the Prevention
and Control of Non-communicable Diseases (NCDs), WHO Call on your government to ensure that cancer
has led a series of consultations that are vitally important to interventions, across the entire continuum of care
global action on NCDs. One of these consultations is on the from prevention to early detection, treatment and
development of a Global Action Plan for NCDs 2013-2020 palliation, are adequately addressed in the new Global
which is due to be adopted at the 66th World Health Assembly Action on Plan on NCDs. Please visit: http://www.
in May 2013. uicc.org/advocacy/advocacy-in-action/advocacy-
campaign-update for more information and supporting
documents.
CIAN Agency © François Struzik – simply human - Tdh
PAGE 7

8. SOCIAL MEDIA SAMPLE FACEBOOK POSTS
A special Facebook App will be launched for World Cancer Day (launching late January
2013). We encourage you to use it to post to your wall/page. Alternatively, we also are
We invite you to use the providing the following sample Facebook posts:
following posts as templates
to spread the word on • Today I learnt that cancer is not just • Today I learnt that cancer is not only
a health issue: it has wide-reaching a disease of developed countries:
Facebook and Twitter. social, economic, development and approximately 47% of cancer cases
human rights implications. and 55% of cancer deaths occur in less
developed regions of the world.
• Today I learnt that cancer is not
just a health issue: a ‘whole-of- • Today I learnt that cancer isn’t a death
society’ approach that includes sentence: advances in understanding
FACEBOOK non-governmental organisations, risk and prevention, early detection
To stay up to date on what academia, private sector, people living treatment and care can lead to
UICC does to support World with and affected by cancer, and improved outcomes for patients.
Cancer Day please ‘like’ us others, is just as important to support
• Today I learnt that cancer isn’t a death
on Facebook. Our Facebook cancer prevention and control.
sentence: with few exceptions, early
pages:
• Today I learnt that cancer is not only a stage cancers are less lethal and more
World Cancer Day disease of the rich: it is a global issue treatable than late stage cancers.
www.facebook.com/ and becoming an increasing public
• Today I learnt that around 30%
worldcancerday health problem in poorer countries.
of cancer cases can be prevented!
World Cancer Declaration • Today I learnt that cancer is not only a Prevention is the most cost-effective
www.facebook.com/ disease of the rich: it is a global issue and sustainable way of reducing the
cancerfreeworld and becoming an increasing public global cancer burden in the long-term.
health problem in poorer countries.
UICC • Today I learnt that cancer does not
www.facebook.com/uicc.org • Today I learnt that cancer is not only have to be my fate: tobacco use is
a disease of the elderly: it is a leading linked to 71% of all lung cancer deaths,
cause of death in many countries for and accounts for at least 22% of all
children aged 5-14. cancer deaths.
• Today I learnt that cancer is not • Today I learnt that cancer is
only a disease of the elderly: most preventable: tobacco use is estimated
of the 750,000 cervical and breast to kill one billion people in the 21st
cancer deaths per year occur during a century.
woman’s reproductive years.
• Today I learnt that cancer is not only
a disease of developed countries:
out of the 7.6 million global deaths
from cancer in 2008, more than 55%
occurred in less developed regions of
the world.
To be included with these posts, we invite you to provide a link to additional information,
such as a link to the fact sheets: http://www.worldcancerday.org/fact-sheets.
FACEBOOK WORLD WORLD CANCER DAY
CANCER DAY BADGE FACEBOOK COVER PAGE
TOP TIP Add the “World Cancer Day” badge Alternatively, or in addition, to the
WHEN INSERTING to your Facebook profile photo World Cancer Day badge, you may
LINKS INTO TWEETS,
USE A FREE LINK- also want to use the “World Cancer
You may add the World Cancer Day
SHORTENING SERVICE Day Cover Page Image” which can
badge to your Facebook profile
SUCH AS BIT.LY be downloaded at the link below
(HTTPS://BITLY.COM/) photo, by using the link provided
and added to your Facebook page.
here below:
http://www.worldcancerday.org/
http://www.picbadges.com/
social-media
badge/2942821
PAGE 8

9. TWITTER READY TWEETS FOR WORLD CANCER DAY
Please feel free to use the following sample tweets on and around World Cancer Day.
TWITTER
To stay up to date on what OVERVIEW TWEETS • #TIL Most of the 750,000 #cervical
UICC is doing to support & #breastcancer deaths/year occur
• #TIL that #cancer is not just a
World Cancer Day please during a woman’s reproductive years
#healthissue but also #development
‘follow’ us on Twitter at: #worldcancerday bit.ly/TXRQmo
& #education. #worldcancerday bit.
UICC ly/Wmpi8v • #TIL Out of the 7.6 million global
http://twitter.com/uicc deaths from cancer in 2008,
• #TIL that #cancer is not only
For organisations who a #disease of the #elderly more than 55% occurred in less
are proactively using #worldcancerday bit.ly/Wmpi8v developed regions of the world
twitter, we will be using #worldcancerday
• #TIL that #cancer is not only a
#worldcancerday and ask • #TIL that approximately 47%
#disease of #developedcountries
that you use this hashtag as of #cancer cases and 55% of
#worldcancerday bit.ly/Wmpi8v
well for all relevant twitter #cancerdeaths occur in less
posts. • #TIL that #cancer is not developed regions of the world
only a #disease of the #rich #worldcancerday bit.ly/TXRQmo
#worldcancerday bit.ly/Wmpi8v
MYTH 3
• #TIL that #cancer is not a
#deathsentence #worldcancerday • #TIL Understanding #cancer
bit.ly/Wmpi8v #risk&prevention #earlydetection
#treatment and #care can lead to
• #TIL that #cancer is not always #fate improved outcomes for patients
#worldcancerday bit.ly/Wmpi8v #worldcancerday
MYTH 1 • #TIL that early stage #cancers are
• #TIL that #cancer is not just a less lethal and more treatable than
health issue: it has wide-reaching late stage cancer #cancerscreening
social & economic implications #worldcancerday bit.ly/V5eWLu
#worldcancerday bit.ly/Zgioaf
MYTH 4
• #TIL that #cancer is not just a • #TIL that #canceris not just fate.
health issue: it has wide-reaching 1 in 3 #cancers can be prevented
development & human rights #prevention #worldcancerday bit.
implications #worldcancerday bit.ly/ ly/12ybICm
Zgioaf
• #TIL that 1 in 3 #cancer cases can
• #TIL that #cancer has wide-reaching be prevented. #healthylifestyle
#social, #economic, #development #worldcancerday bit.ly/12ybICm
and #humanrights implications
#worldcancerday bit.ly/Zgioaf • #TIL #Prevention is the most #cost-
effective and #sustainable way of
• #TIL that a whole-of-society reducing the global #cancerburden
approach is necessary to support #worldcancerday bit.ly/12ybICm
#cancerprevention & #cancercontrol
#worldcancerday bit.ly/Zgioaf • #TIL that #tobacco use is linked
to 71% of all lung cancer deaths
MYTH 2 #worldcancerday bit.ly/12ybICm
• #TIL that #cancer is a #globalissue • #TIL that #tobacco use accounts for
& becoming an increasing at least 22% of all #cancer deaths
#publichealth problem in poorer #worldcancerday bit.ly/12ybICm
countries #worldcancerday bit.ly/
TXRQmo • #TIL that #tobacco use is estimated
to #kill one billion people in the
• #TIL #cancer is one of the main 21st century #worldcancerday bit.
causes of #death for #children aged ly/12ybICm
5-14 in many countries of the world
#worldcancerday bit.ly/TXRQmo
PAGE 9

10. MORE
INFORMATION
Further information
and support on creating
media materials and
communicating with media
can be found on the World
Cancer Day website
www.worldcancerday.org/
presskit
CIAN Agency © Shutterstock
STOP THE PRESS!
A great way to engage all audiences about DEFINING THE STORY
World Cancer Day is through your local media. Media relations efforts need to begin with clearly articulated
statements and answer the following five “w’s” to define the
We encourage all of our member organisations story.
to build relationships with influential/relevant
Who is central to the story?
journalists to help generate coverage of
What is the news you want to report? When answering this
your local World Cancer Day activities as an question think carefully about what you want this story to
integral part of the global awareness raising accomplish.
movement. Why has it happened?
We encourage you to develop your own media outreach When did it happen?
programmes at national and local levels on 4 February 2013
What will the consequences be?
and also utilise (as appropriate) the Facebook application,
key messaging, infographics, social media hashtags, quotable • A story must be new, or offer a new angle, in order to be
quotes and other resources contained within this toolkit. considered news.
A template press release will be available mid-January for your • Experts must offer reporters something new, a clear opinion
use and adaptation to outreach to your local press and media. and an additional insight, or they may not write the story or
We also encourage you to use the day as a hook for any media use that expert as a resource and look elsewhere to find the
activities you may want to do around the launch of a new facts needed to write the story. In the worst case they may
campaign, report or research findings. discount the story completely.
PAGE 10