ESTRO Annual Report 2018

Advocacy Activities

In 2018 the Marie Curie (MC) campaign was launched in some European countries, to address perception and knowledge issues through media campaigns, where issues to be targeted are selected according to the barriers national contexts. With the support of the National Societies and by engaging national stakeholders, the national awareness campaigns aim at informing the public on the benefits of using radiotherapy to cure cancer and address national concerns regarding the barriers that prevent radiotherapy being used to its optimal level so more lives can be saved. Poland • On the 4th of February 2018, on the occasion of World Cancer Day (WCD). The MC campaign in Poland addressed the local concerns on RT provision and the benefits of RT. It preceded to build up on the original MC Legacy Campaign and her Polish Legacy. It achieved campaign ads on the level of exposure of the whole MC campaign to the advertising, with actuals consistently exceeding targets also for this phase with 122 clippings for a 10 million audience. Spain • From 20 to 24 April 2018, the MC Legacy Campaign went to Spain, along with ESTRO37, reporting a good media take up on the project and local support from key opinion leaders (KOLs). The campaign received a great response to the core elements of the campaign with more than 59 media clippings, many live interviews during the event, few radio interviews to the local and national channels providing coverage for more than 2 million audience. Germany • On the occasion of the European Week Against Cancer (25 – 31 May), the Marie Curie Legacy Campaign visited Germany to tackle perception barriers, to raise awareness about cancer, prevention and access to treatment. The campaign interested different media categories and was covered throughout different platforms – online and printed – reaching out to 6,5 million readers with 23 clippings present in all media types. Italy • On the event of AIRO Congress, from 2-4 November 2018, the Marie Curie Legacy Campaign went to Italy to join forces with the radiation oncology community during their annual meeting to advocate together for the benefits of radiotherapy as innovative and effective cancer treatment, so that its contribution in cancer therapy is acknowledged. Raising awareness in Italy throughout media befall at the right moment. Italian media showed genuine interest in the Marie Curie Legacy Campaign, an interest that was picked up by a variety of media outlets throughout the country resulting on 41 clippings for an overall of more than 4 million readers. Type of support for course participants in 2018

105

The ESTRO CANCER FOUNDATION