Inaugural Irish Cancer Society Men’s
Cancer Action Week
Agency - Irish Cancer Society (ICS)
Vat Bill € 59,353
Total Annual Vat Bill c.€250,000
Founded in 1963, the Irish Cancer Society (ICS) is the national
charity dedicated to eliminating cancer as a major health problem
and improving the lives of those living with cancer. Key areas of
focus are health promotion, patient care and cancer research. The
Society is funded solely by voluntary contributions from the public.
Over 6,100 men in the Republic of Ireland are diagnosed with the
most common male cancers each year: prostate; colo-rectal (bowel);
lung; skin; and testicular cancer.
Despite this, ICS research highlighted men’s lack of knowledge
and awareness of the incidence of common male cancers and ways to
reduce their risk and steps they could take to promote early detection
and long-term survival.
In 2003 therefore, after considerable research was conducted, the
Society launched its Men’s Cancer Action Week campaign.
- As part of a targeted communications strategy aimed primarily
at all men aged 25+years, an advertising campaign was mounted
using national television, radio, print, website and outdoor sites
as advertising mediums
- A specially designed booklet entitled The MANual on cancer prevention
and early detection was produced and distributed via media partners,
workplaces, GP practices and pharmacies. An interactive version
of the MANual and health health quiz were designed and incorporated
into the ICS website.
- Features articles exploring different aspects of men’s
cancer and cancer prevention were placed in the national and local
press
- A seminar was held for major employers and trade unions to highlight
the importance of the workplace as a setting for men’s cancer
and health awareness.
A briefing was also organised for TDs, Senators and Coucillors,
to outline the issues surrounding men’s cancer and the need
for appropriate screening to be put higher on the political agenda.
Cost of Project €282,633
Vat cost of Project € 59,353
Total cost to your organisation €341,986
(Please kindly note there was dedicated fund-raising activity for
this campaign. The campaign was funded from the ICS education and
information fund)
Total Annual VAT bill c.€250,000
- Response to the advertising campaign and initial distribution
of the MANual was tremendous. 76,000 copies were distributed by
the ICS in the weeks following the campaign on foot of requests
from the public directly or via GPs and workplaces.
- The National Cancer Helpline received 1,612 calls during Men’s
Cancer Action Week, which represented over one quarter of the
annual total number of calls and the Society’s website received
204,342 hits during the week of the campaign.
Of course, it is impossible to determine exactly how many lives
may have been saved by ICS promotion of men’s cancer prevention
and early detection messages.
However, each time an advertisement is read or heard or the MANual
is picked up and read and someone resolves to improve their lifestyle
and each time someone becomes aware of a symptom and takes action
earlier by ringing the Helpline for more information or going to
their GP to have it investigated, this is major progress in the
fight against cancer.
The €60,000 VAT bill for the MCAW campaign last year
could have been used to quadruple the number of radio ads aired
and print 50,000 more copies of the MANual.
The additional advertising would also ‘drive’ a huge
number of additional calls to the ICS National Cancer Helpline which
would have the knock-on effect of getting more information and support
to more people at an earlier stage.
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