Sydney agency Behaviour Change Partners creates world awareness day for kidney cancer
On 22 June, the first World Kidney Cancer Q&A Day will be activated around the world – from USA to Morocco to Macedonia.
The International Kidney Cancer Coalition (IKCC) event has been created by Sydney agency, Behaviour Change Partners, to raise both awareness and funds for this little-known and often-forgotten cancer. While many cancers are seeing real improvements in prevention and survival rates, kidney cancer is on the rise. It’s closely linked to the global obesity epidemic and every year over 330,000 new cases are diagnosed.
The centrepiece of World Q&A Day is a seven-question online quiz, highlighting surprising facts such as how the Czech Republic has the world’s highest rates kidney cancer and how being tall increases your risk.
Behaviour Change Partners created the quiz in nine languages and worked to ensure all campaign elements are racially and culturally agnostic. International pharma’ partners have pledged US$5 to kidney cancer research for every quiz done around the world.
Says Paul Fishlock, founder, Behaviour Change Partners: “The world calendar is crowded with international cause and disease days, so we knew we had to find a universally engaging idea to stand out. Asking questions and seeking answers crosses all geographic and cultural borders and is relevant to all stakeholders – from genetic researchers to patients, caregivers and the general public.”
Says Anne Wilson, director of International Kidney Cancer Coalition: “The global burden of kidney cancer is growing fast and increasing world awareness has never been more important. Our Board very much enjoyed working with Behaviour Change Partners to develop Q&A Day, which has been enthusiastically embraced by our 28 affiliate organisations around the world. We plan for it to become a permanent and important feature of the global health calendar.”
World Kidney Cancer Q&A Day comes on the back of another global health project from Behaviour Change Partners, where the agency worked with US health body Vital Strategies to create three multi-channel anti-tobacco campaigns for use in low/middle income countries.