From “Running for Hope” to “5 Tips to Stay Away From Cancer”

Abstract

Background and context: In 2012, Hope Foundation for Cancer Care initiated “Running for Hope” project (road running around Taiwan) to raise awareness of Pap test and female cancers, during which lack of awareness about cancer prevention among general public was observed. To further educate the awareness, HOPE foundation launched campaigns in campus to aim at younger generations. According to both World Cancer Research Fund (WCRF) and Union for International Cancer Control (UICC), by adopting healthier style of life, which includes staying away from cancer-causing factors, healthy diet, regular exercise, weight management and effective cancer screening, millions cancers on a global scale can actually be prevented. Aim: To implement campaigns about healthy life styles which include staying away from cancer-causing factors, healthy diet, regular exercise, weight management and effective cancer screening. Strategy/Tactics: To implement “5 Tips to Stay Away From Cancer” campaign. The five tips are: proper diet, regular exercise, saying no to cigarettes, alcohol and beetle nuts, weight management and regular screening. Program/Policy process: In 2013 and 2014, cancer prevention short films were played in campuses. In 2015, taken inspiration from Running for HOPE project in 2012, a campaign for raising awareness for female cancer was initiated by using new social media and smart phones with the display of “HOPE” logo on screens. In 2016, renowned cross-disciplinary artist Mr. Eyeball was invited to create the mascot Bao-Di, launching the new cancer-prevention slogan “Cancer prevention—five tips to keep you safe—proper diet, regular exercise, saying no to cigarettes, alcohol and beetle nuts, weight management and regular screening”. The mascot Bao-Di took on the role of educating the public about how to prevent cancer. In 2017, more social media strategies were applied, including the Bao-Di journal, celebrity-featured short-films, Line stickers and taxi advertisements. Outcomes: 1. 7 screenings of short films with 1843 views in campus (2013), 9 screenings of documentary in local communities with 545 views (2014). 2. 505 people joined Running for Hope project in photo-taking with the “HOPE” logo during 6 weeks of campaign (2015), 1028 people participated “Hope You are Here” campaign. 3. 24,290 people were reached through Bao-Di Journal project with its friendly campaign “Cancer prevention–five tips to keep you safe”. 4. 121,335 people total viewed the two celebrity-featured short films on YouTube. 5. 365 download of Line stickers. What was learned: 1. Lack of awareness about cancer-prevention through direct contact with general public during the road running project was observed. Therefore, more effort in education is foreseen. 2. Development of localized risk-reducing signs and mascots taken inspiration from campaigns of international cancer-prevention organizations. 3. Application of new social media to raise cancer-prevention awareness.