This document provides guidance and materials for marking World Cancer Day on February 4, 2013, which focuses on dispelling myths and misconceptions about cancer. It includes background on World Cancer Day, levels of engagement, social media guidance, key messages, quotations, and next steps. The goal is to raise awareness of actual cancer facts and increase events and participation from the previous year's World Cancer Day activities.

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

11. HOW TO DEVELOP OR LOCALISE A PRESS RELEASE
HOW TO DEVELOP A PRESS RELEASE HOW TO ADAPT OR LOCALISE A PRESS RELEASE
1) Find an interesting news angle e.g. new data, activities, 1) Review press release and decide if there is any need or
important event etc. interest group in your local market/target group
2) Define your target group e.g. wire, trade or consumer 2) Define your media target group e.g. wire, trade or
journalist see checklist Who you’re talking to consumer journalist
² see checklist Who you’re talking to
3) Develop contact list
² see checklist How to produce a media list 3) Develop a contact list
² see checklist How to produce a media list
4) Develop / write your press release and consider the
following: 4) Adapt the press release with local information
• Why the release is being written? e.g. statements from local experts/celebrities or local data
• Who is the audience?
• Does the release contain invaluable or newsworthy
information that will be used by target audience?
• What do you want recipients to take away from the press 5) Obtain approval of your press release by legal team, the
release? communications department, CEO or relevant decision
maker within your organisation.
Overall tone and structure
• Content: ensure that the release is grammatically correct
and doesn’t contain any spelling mistakes, errors, and
that sources are quoted correctly. 6) Distribute press release via email, mail or fax
• Concise: keep it punchy and don’t use unnecessary (as required by individual journalist)
flowery language e.g. cutting-edge, revolutionary.
• Factual: present the information for distribution that is
² see checklist How to produce a media list
true, correct.
• Objectivity: virtually impossible to do, but refrain from
using over hyped quotes from sources, as they will be
presented as being too biased.
• Timing: the press release may not be topical, but it may
be possible to link the release with a more recent news
event.
5) Obtain approval of press release by legal team,
communications department, CEO or relevant decision
maker within your organisation.
6) Distribute press release via email, mail or fax
(as required by journalist)
² see checklist How to produce a media list
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
PAGE 11

12. ©Shahidul/Drik/Majority World/
CIAN Agency
WORLD CANCER DAY KEY MESSAGES
To achieve the objectives of the 2013 World Cancer Day Please see the World
campaign it is essential that we all use ‘one voice’ when we talk Cancer Day 2013
or write about the initiative. Evidence Sheets for all
The following World Cancer Day 2013 messaging suggestions are provided for your
supporting references
use and adaptation. Please feel free to use these as a part of all press and social media to the facts and figures
platforms. Our goal is to spread the message worldwide and make a global impact on listed below.
World Cancer Day.
1. PRIMARY WORLD CANCER DAY KEY MESSAGES
WORLD CANCER DAY
• World Cancer Day is the singular initiative under which UICC, its members, partners, supporters and the entire world can unite in the
fight against the global cancer epidemic.
• It is only by every person, organisation and government individually doing their part that the world will reduce the burden of cancer
and premature deaths from NCDs by 25% by 2025.
PAGE 12

13. 2. WORLD CANCER DAY 2013 SPECIFIC KEY MESSAGES
MYTH 1: CANCER IS JUST A HEALTH ISSUE MYTH 2: CANCER IS A DISEASE OF THE
Cancer is not just a health issue. It has wide-reaching social, WEALTHY, ELDERLY AND DEVELOPED
economic, development, and human rights implications.
COUNTRIES
• Approximately 47% of cancer cases and 55% of cancer deaths Cancer is a global epidemic, affecting all ages and socio-
occur in less developed regions of the world. economic groups, with developing countries bearing a
disproportionate burden.
• The situation is predicted to get worse. By 2030, if current
trends continue, cancer cases will increase by 81% in • Cancer now accounts for more deaths worldwide than HIV/
developing countries. AIDS, tuberculosis and malaria combined. Of the 7.6 million
• Today, the impact of cancer on individuals, communities and global deaths from cancer in 2008, more than 55% occurred
populations threatens to prevent the achievement of the in less developed regions of the world. By 2030, 60-70% of
Millennium Development Goals (MDGs) by 2015. the estimated 21.4 million new cancer cases per year are
predicted to occur in developing countries.
• Cancer is both a cause and an outcome of poverty. Cancer
negatively impacts families’ ability to earn an income with • There are massive inequities in access to pain relief with
high treatment costs pushing them further into poverty. more than 99% of untreated and painful deaths occurring in
At the same time, poverty, lack of access to education and developing countries. In 2009, more than 90% of the global
healthcare increases a person’s risk of getting cancer and consumption of opioid analgesics was in Australia, Canada,
dying from the disease. New Zealand, the US and some European countries; with less
than 10% of global quantities used by the other 80% of the
• Cancer is threatening further improvements in women’s world’s population.
health and gender equality. Just two cancers, cervical and
breast, together, account for over 750,000 deaths each year • Non-communicable diseases (NCDs) including cancer,
with the large majority of deaths occurring in developing and infectious diseases, should not be seen as competing
countries. priorities but instead as global health issues that
disproportionately affect developing countries. They require
an integrated approach that builds capacity in national
health systems to protect individuals across the spectrum of
diseases.
• Approximately 50% of cancer in developing countries occurs
in individuals less than 65 years of age. This is a tragedy for
families and for populations, and has the potential to have a
long-term impact on economic development.
• Demographic differences correlate highly with common
cancer risk factors e.g. poor nutrition, tobacco use, physical
inactivity and alcohol.
MYTH 3: CANCER IS A DEATH SENTENCE
Many cancers that were once considered a death sentence can now be cured and for many more people their cancer can now be
treated effectively.
• With few exceptions, early stage cancers are less lethal and more treatable than late stage cancers.
• In the United States alone, there are 12 million Americans living with cancer today.
• In countries with more than a decade of experience with organised breast cancer screening programmes, the reduction in mortality
from breast cancer is significant, with for example, Australia’s mammographic screening program established in 1991, integral to
achieving an almost 30% reduction in mortality from breast cancer over the last two decades.
• Globally, closing the gap in cancer outcomes between rich and poor countries is an equity imperative.
• It is a common misconception that cancer solutions are too complex and expensive for developing countries.
PAGE 13

14. MYTH 4: CANCER IS MY FATE
With the right strategies, around 30% of cancer cases can be prevented.
• Global, regional and national policies and programmes that promote healthy lifestyles can substantially reduce cancers that are
caused by risk factors such as alcohol, unhealthy diet and physical inactivity. Improving diet, physical activity and maintaining a
healthy body weight could prevent around a third of the most common cancers.
• Based on current trends, tobacco use is estimated to kill one billion people in the 21st century. Addressing tobacco use, which is linked
to 71% of all lung cancer deaths, and accounts for at least 22% of all cancer deaths is therefore critical.
• In many developing countries, misconceptions about diagnosis and treatment and stigma associated with cancer can lead individuals
to seek alternative care in place of standard treatment or to avoid care altogether. Understanding and responding to cultural beliefs
and practices is essential.
• Patients whose cancers are curable in the developed world unnecessarily suffer and die due to a lack of awareness, resources and
access to affordable, effective and quality cancer services that enable early diagnosis and appropriate treatment and care.
3. PRIMARY GLOBAL CANCER MESSAGES 4. KEY MESSAGES ABOUT UICC AS
The global cancer epidemic is huge and on the rise. It is a CUSTODIANS OF WORLD CANCER DAY
disease that knows no boundaries and has, or will, affect us UICC is the leading international non-governmental
all either directly or indirectly during our lifetime. organisation dedicated to the prevention and control of
cancer worldwide.
• The economic cost of lost life years due to cancer exceed that
of any other disease. • UICC is the largest cancer fighting organisation of its kind,
• It is estimated that by 2030 there will be 12 million cancer with over 760 member organisations across 155 countries
deaths annually worldwide. representing the world’s major cancer societies, ministries
of health, research institutes, treatment centres and patient
• The scale of the cancer epidemic requires a global response.
groups.
• Many of the 600,000 deaths each month attributed to cancer
can be prevented with increased governmental support • UICC is dedicated to continuing to work with world leaders
and funding for prevention, detection and treatment to increase their support for cancer control measures, and
programmes. hold them to account for the cancer commitments made in
the UN Political Declaration.
• WHO believes that avoidable deaths from NCDs can be
reduced by 25% by 2025. • UICC will use World Cancer Day to lobby to:
1. Develop targets and indicators to measure the
The global cost of inaction against cancer exceeds the costs of
implementation of policies and approaches to prevent and
action
control cancer
Cancer control measures have measurable benefits such as 2. Raise the priority accorded to cancer in the global
economic impacts and reduction in loss of life, which exceed development agenda
their costs.
• Cancer costs economies across the world an estimated 3. Promote a global response to cancer.
US$458 billion per year and is set to rise.
UICC and its multisectoral partners are committed to
• Cost effective solutions exist – US$1.8 billion is the cost of
convincing governments to adopt specific time-bound targets
reducing exposure to key risk factors like smoking, drinking
that address the global burden of cancer and other NCDs.
and poor diet.
• UICC is also a founding member of the NCD Alliance, a global
Unless urgent action is taken to raise awareness about cancer civil society network that now represents almost 2,000
and develop practical, multisectoral strategies to address the organisations in 170 countries.
disease, millions of people around the world will continue to
die prematurely or suffer every year.
For every 100 people who get cancer, over 30 cases could have
been prevented by healthy lifestyle or by immunisation against
cancer causing infections.
• The number of premature deaths is higher than then the
actual number of deaths caused by HIV/AIDS, malaria, TB and
a host of other diseases.
PAGE 14

15. QUOTABLE
QUOTES / MEDIA
World Cancer Day is reminder to us all to take action against the increasing
burden of cancer. Cancer cases are projected to almost double to 21.4 million
SOUNDBYTES by 2030, with nearly two thirds of these occurring in low- and middle-income
countries. Importantly, this number could be significantly reduced through cost
effective prevention, early detection and treatment strategies.
In addition to the World
Andreas Ullrich MD MPH, Medical Officer Cancer Control
Cancer Day key messages, Department Chronic Diseases And Health Promotion,
we have worked with our key Who Headquarters Geneva
above-country partners to
provide you with additional
quotes that can be used On World Cancer Day, UICC urges world leaders to support the commitments
to supplement your cancer of the UN Political Declaration on non-communicable diseases by promoting
sustainable resourcing and measurable targets for cancer control in their
communications, and further countries. This is critical to give the world the best chance of fighting the cancer
link your efforts with the epidemic it currently faces.
global World Cancer Day
movement. World Cancer Day is a vital reminder that it is only by every person,
organisation, and government, individually doing their part, that the world will
These quotations can be used in your
reduce the burden of cancer and premature deaths by 25% by 2025 – a target
internal (newsletters etc.) and external
the WHO believes to be achievable. Together it is possible; alone, lives will
World Cancer Day communications
continue to be lost.
(media materials, website copy etc.).
However, please note that they must
be used verbatim, without edits and
Cancer will touch us all at some point in our lives. On World Cancer Day, UICC
must be attributed fully. Translating
urges everyone to make simple lifestyle changes to reduce their cancer risk and
the following quotes into your local
that of their loved ones.
language is appropriate, but please do
ensure that the quotes remain true to
their original content and meaning.
Cancer knows no boundaries, so we all must take responsibility for beating this
As with any other developments or devastating disease. Together it is possible.
successes, please share any media
coverage which you generate using Cary Adams, Chief Executive Officer
these quotes! Union For International Cancer Control (UICC)
PAGE 15

16. TEMPLATE WORLD
CANCER DAY
MYTH 1:
CANCER
IS JUST A
HEALTH
ISSUE
Myth Factsheets
MATERIALS
TRUTH:
CANCER IS
Evidence sheets
NOT JUST A
HEALTH ISSUE
It has wide-reaching
social, economic,
development,
and human rights
implications.
The fact sheets have CANCER AND DEVELOPMENT
been developed to
Cancer constitutes a major challenge to development, undermining
social and economic advances throughout the world.
GLOBAL ADVOCACY
EVIDENCE MESSAGE
Map of events
• Approximately 47% of cancer cases and 55% of cancer deaths occur in less Cancer prevention and
developed regions of the world. control interventions must
World Cancer Day should
• The situation is predicted to get worse: by 2030, if current trends continue, be included in the new
cancer cases will increase by 81% in developing countries. set of global development
goals for the post-2015
give the reader a
• Today, the impact of cancer on individuals, communities and populations
agenda.
threatens to prevent the achievement of the Millennium Development Goals
(MDGs) by 2015. Broadening the future
global development
• Cancer is both a cause and an outcome of poverty. Cancer negatively
goals to include proven,
impacts families’ ability to earn an income, with high treatment costs
economically sound
pushing them further into poverty. At the same time, poverty, lack of access
to education and healthcare increases a person’s risk of getting cancer and interventions that span
An online interactive map
dying from the disease. the entire cancer control
and care continuum
• Cancer is threatening further improvements in women’s health and gender can strengthen health
equality. Just two cancers, cervical and breast, together account for over systems, and increase
750,000 deaths each year with the large majority of deaths occurring in capacity to respond to all
developing countries.
general overview
health challenges faced by
be viewed as an opportunity
individuals, families and
communities.
showing what is going on and
UICC085_WCDFACT1_FA.indd 1 10/12/12 11:08 AM
of some of the myths and
to add the scale and where, on and around World
misconceptions that surround
Cancer Day 2013.
momentum of coordinated cancer. The fact sheets will provide
the reader with key facts and
global efforts to your local figures that help to debunk these
media, policy and advocacy Facebook Application
myths and misconceptions, as well
efforts. Launching late January 2013, this
as outlining important advocacy
messages. For a more detailed look
Facebook application will enable
UICC has developed a core set of at the issues addressed in the fact
users to do something fun and
materials to support you in developing sheets, including a reference list for
informative on World Cancer
your 2012 World Cancer Day campaign. each of the facts and figures used,
Day and help spread the buzz on
However, there are a few important we have developed supporting
social media.
points to remember before adapting / Evidence Sheets. Will be available
preparing your local campaign: in English, French, Spanish, Arabic
and Portuguese.
• All media materials provided have
Template Press Release
been developed and approved by
A template press release designed
the UICC communications team.
for your local adaptation for use
However, they will need to be
on and around World Cancer Day
translated and adapted according
2013 (Embargo). Will be available Infographics
to your local standard operating
in English, French, Spanish, Infographics which
procedures.
German, Arabic and Portuguese. illustrate many aspects
• All template materials currently of the global cancer burden.
include global-level statistics and
spokespeople. Where appropriate,
please localise your materials by
using facts and figures from your
World Cancer Day Poster
own country, in addition to your
The 2013 campaign poster is available in English, French,
own spokespeople; these will make
Spanish, German, Arabic, Portuguese, Bengali, as well as
your materials of more value to your
other languages.
local media.
Advocacy Toolkit World Cancer Declaration and the
The advocacy toolkit aims to UN Political Declaration on NCDs
respond to some of the many A key action is to understand
challenges for cancer advocates and communicate to others
in influencing change in public the promises made by
perception, practice and policy. governments on cancer in the
It includes how to write a letter Political Declaration and how
to your health minister, how they are linked to the World
to write a position statement, Cancer Declaration targets.
Declaration icons, etc.
DOWNLOAD
To download these materials Cancer impact and prevention backgrounder
and more, you may access Explains cancer, its many forms, signs and symptoms, details and defines the
the following link: global burden of cancer, and touches on prevention and detection issues.
http://www.
worldcancerday.org/wcd-
resources
PAGE 16

17. WHAT’S BEEN HAPPENING SINCE LAST WORLD CANCER DAY?
FIND OUT HOW YOUR SUPPORT OF THE CAMPAIGN HAS A GLOBAL IMPACT
KEY 2012 CANCER ADVOCACY DEVELOPMENTS
2012 Global
“Reducing the Roundtable
Burden of Pain Series, UICC/US
and Suffering: Mission to the
developing World Cancer UN/Permanent
Palliative Care Leaders’ Summit Mission of
Cancer in Low- and “Planning for Panama to the
Information Middle-Income National and UN – “Assuring
Dilemma - IARC, Countries” Global Impact” Balance for NCDs
IFPMA and UICC, Geneva, Montréal, Canada 2012”
UICC Global Switzerland Geneva,
Roundtable Switzerland
Series, Geneva,
Switzerland “Working
World Cancer Day in partnership Member State
to secure a Consultations on
global platform World the WHO Global
Global Targets, for NCDs” Cancer Congress Action Plan on
Indicators and NCD Alliance “Connecting for NCDs (2013-2020)
4-FEB Expectations - US Event, Geneva, Global Impact” and the Global
World Cancer Mission to the UN, Switzerland Montréal, Canada Monitoring
Day Republic of Kenya Framework,
Mission to the UN Targets and
and UICC Global World Health 1 year Indicators for
Roundtable Assembly Anniversary of NCDs
Series, Geneva, Geneva, the UN High Level Geneva,
Switzerland Switzerland Meeting on NCDs Switzerland
JAN FEB APR MAY AUG SEP OCT NOV
UICC/ASCO
Roundtable on 4-FEB
Personalised World Cancer
Medicines Day
Washington DC,
United States
Global Access
to Pain Relief
Initiative (GAPRI)
Roundtable
Washington DC,
United States
132nd WHO
Executive Board
© US Mission, Geneva
Meeting
Geneva,
Switzerland
2013
PAGE 17

18. NEXT STEPS FEEDBACK YOUR SUCCESSES
• Translate and ‘localise’ materials for your local use
We hope that you find both the guidance as
• Share copies of the materials (printed or electronic) with
friendly local media and other stakeholders well as the template materials contained and
• Provide copies of the materials across all appropriate
referenced within this toolkit to be useful.
functions within your organisation (communications, Please do also keep the Communications and the rest of the UICC
marketing, advocacy, etc.) team up to date with your local plans and how things are going –
• ‘Localise’ and issue the World Cancer Day press release within we look forward to hearing about all your successes, particularly
your local media market any media coverage of your World Cancer Day activities.
• Host a World Cancer Day event or activity in your home
country to highlight the local cancer burden and its
contribution to the global cancer epidemic Please email us your updates at
• Update the World Cancer Day global events map communication@uicc.org
www.worldcancerday.org/events-map
Thank you in advance for your support of World Cancer Day
www.uicc.org
Union for International Cancer Control • Union Internationale Contre le Cancer
62 route de Frontenex • 1207 Geneva • Switzerland
Tel. +41 (0)22 809 1811 • Fax +41 (0)22 809 1810 • info@uicc.org
PAGE 18