ESTRO 2024 - Abstract Book

S2752

Interdisciplinary - Global health

ESTRO 2024

From August 2014 to date, total website traffic is 921,165 visits. Historical total traffic and demographics of website visitors are shown in Figure 1. Figure 2 depicts geographic site of visits, suggesting the website content is globally relevant and popular. The campaign has generated or contributed to 56 print, radio and traditional media stories across ANZ, focussed on positive RT-related patient stories, innovations and gaps in service provision and funding. The campaign’s social media platforms had an estimated reach of > 5 million across Facebook, X, LinkedIn and YouTube. The X account has significant organic “outreach” with top 20 account users being patients, interdisciplinary RO professionals and key international RO organizations. Targeting Cancer's public service announcement (Targets) has aired on Australian free to air television since 2016 with 60k views on YouTube. The ANZ Targeting Cancer GP education program was launched in 2014, with over 60 sessions held to date. In 2018, an RO workshop for medical students was launched in Australia. Learning outcome data for both programs have been published, demonstrating significantly improved knowledge about RT and suggesting improved GP direct referrals. In 2019, government advocacy enshrined into the Australian Medicare system that urologists should refer men to an RO prior to surgery for full knowledge about the RT options. 25 health organizations are official campaign supporters and collaborators (including the UK RCR, ASTRO, ESTRO, JASTRO and CARO). The official Targeting Cancer campaign ambassador, Julie McCrossin, a high-profile Australian broadcaster and head and neck cancer survivor, is internationally recognized as the consumer face of the campaign.

Conclusion:

Targeting Cancer has emerged over the last decade as the most successful RT advocacy campaign in the world. KPIs across all campaign strategic pillars/work areas have demonstrated a reach in excess of 150 million people, with evidence of improved RT awareness and engagement amongst consumers, the RO community, HCPs and healthcare organizations in ANZ and in the global setting.

Keywords: advocacy, global campaign, education