Getting Ireland Moving for World Cancer Day 2018

Abstract

Background and context: World Cancer Day (WCD) aims to increase awareness and empower individuals to reduce their risk of cancer. Each year in Ireland approximately 800 new cancer cases and 300 cancer deaths are due to obesity. Aim: For WCD the Irish National Cancer Control Program (NCCP) aimed to increase public awareness of the risk of cancer due to obesity and the protective link with physical activity. Behavioral action was encouraged by partnering with parkrun ( www.parkrun.ie , a national free running event) to encourage participants to bring a friend and spread the cancer prevention message. Strategy/Tactics: A single overarching message was established: bring a friend to parkrun on the 3rd February for World Cancer Day. Two target audiences were identified: - General public watching Operation Transformation a national interactive TV program supporting weight loss and encouraging health behaviors - parkrun participants. Program/Policy process: Campaign activities were planned in conjunction with parkrun and HSE communications: - Digital assets designed - Press release issued to local and national media - Partner pack with key messages, social assets, campaign activity and supporting evidence disseminated to statutory bodies, NGOs and charities - NCCP cancer expert feature on Operation Transformation - Social media campaign @HSELive and @parkrunIE - Articles in parkrun newsletter prior to WCD - Announcements at parkrun events around the country prior to WCD - Communication to health service staff. Outcomes: On the 3rd February 10,169 individuals participated in parkrun, coordinated by 1153 volunteers. Cancer prevention and survivorship articles were published in 3 parkrun newsletters. #WorldCancerDay posts reached 39,000 on parkrun Facebook and 33,700 on parkrun Twitter. HSE paid Facebook posts reached 375,861 with a high level of engagement. Unpaid posts reached 5458. Tweets issued had a total reach of over 280,000. Parkrun directors provided the following feedback: “I think it was a great success - the engagement on social media both through parkrun Ireland and through the local event social media was brilliant.” “I think all the local events had at least one post on #WorldCancerDay during that time and most had had more and the feedback was uniformly positive, a couple of the parkruns (notably Dundalk parkrun) invited local cancer support groups to the event as well and in Dundalk´s case they actually gave a little talk before the event which was well received.” What was learned: - Inclusion of digital images for partners to share on social media was an integral element of the partner pack. - Straightforward message with a call to action built on an existing initiative with a broad reach across the country. - At the time of the campaign there was a large amount of national media coverage of Operation Transformation, impacting on space for media coverage. In the future consider a more local approach.