ESTRO 2024 - Abstract Book

S2751

Interdisciplinary - Global health

ESTRO 2024

10 years of Targeting Cancer: Outcomes of a Global Campaign to Close the Radiation Therapy Care Gap

Lucinda Morris 1,2 , Julie McCrossin 3,1 , Sonja Cronje 1 , Sandra Turner 4,5

1 The Royal Australian and New Zealand College of Radiologists, Faculty of Radiation Oncology, Sydney, Australia. 2 St George Cancer Care Centre, Department of Radiation Oncology, Sydney, Australia. 3 University of New South Wales, Faculty of Law, Sydney, Australia. 4 Westmead Hospital, Crown Princess Mary Cancer Care Centre, Sydney, Australia. 5 University of Sydney, Sydney Medical Scool, Sydney, Australia

Purpose/Objective:

To report 10-year prospective Key Performance Indicators (KPIs) of the Targeting Cancer campaign, a global radiation therapy (RT) advocacy campaign to close the gap in awareness and access to RT.

Material/Methods:

In 2013, the Royal Australian and New Zealand College of Radiologists Faculty of Radiation Oncology (RANZCR FRO) identified the underutilisation and low profile of RT in Australia and New Zealand (ANZ) as critical issues negatively impacting ANZ cancer patients. Lack of community awareness, inadequate education of healthcare professionals (HCPs), sub-optimal referral pathways and poor government investment in RT services were identified as important barriers. To address this problem, improving RT awareness became a key strategic priority for RANZCR. A formal RT advocacy strategy was subsequently developed in collaboration with consumers, radiation oncologists, media and public relations experts, along with RANZCR committee members and secretariat. Targeting Cancer was launched in 2014, a public awareness campaign to improve the profile of RT in ANZ but with a global reach recognizing that the problem has worldwide relevance. Governance included oversight via the clinician-led Targeting Cancer Management Committee. The key campaign messages, aimed at the community and HCPs, were: 1. 1 in 2 cancer patients would benefit from RT 2. RT is safe, effective and cost effective. 3. RT is delivered by a highly- skilled professional team using sophisticated technology. • A social media campaign via Twitter (X), Facebook, YouTube and LinkedIn. • A traditional media campaign across print, radio and TV. • A binational education program for GPs and medical students. • Government advocacy to improve RT utilization in ANZ for men with prostate cancer • Collaborations/partnerships with peak national, international and professional organizations • Consumer engagement via recruitment of campaign ambassadors Given the difficulty in linking RT utilization rates directly to campaign activity, KPIs across the strategic platform were defined and prospectively recorded. These include Targeting Cancer website traffic and google analytics, local/global social media and traditional media audience reach, number and impact of binational GP and medical student education programs on learning and direct RO referrals, government policy changes, consumer, RO professional and non-government organisation (NGO) and professional body engagement, in addition to formal partnerships. Strategic pillars and work areas include: • The Targeting Cancer website.

Results:

Since 2014, the global audience reach of Targeting Cancer is estimated to be > 150 million people.