Danish Cancer Society

1
Danish Cancer Society

• Department of Cancer Prevention and Documentation
• Facts
• 16 permenent staff (4 in documentation)
• Total staff 66 FTE
• Yearly budget
• 21 mil DKK
• external funding Approx. 14 mil DKK

2
Activities

• Policy guide European Cancer Code
• Tobacco
• Youth Cessation Information
• Diet and PA
• School programs
• Screening and early detection patient
  information
• Workplace interventions
• Monitoring
• SunSmart

3
Swimware fashion over time
1918
1990
4
Danish SunSmart Campaign

• Comprehensive 10 year program inspired by AU
• Massive external funding (10 mio DKK/year)
• Partners DCS, National Board of Health,
  Insurance trust and a commercial partner
• Royal patronage
• (HRH Mary from Tasmania)

5
Danish SunSmart Campaign

• Summer events
• Slogan Siesta, Sunhat, Sunscreen, no Sun beds
• Media Campaign
• Events
• Sale of products
• Evaluation of sun behavior
• Winter events
• Turn off sun beds also on myspace.com

6
Results after 1 year

• 71 awareness of slogan
• 27 claims to have changed their sun behavior
• (60 between those exposed to events)
• 1/3 know the recommended SPF (15)
• 50 of 15-17 year olds use sun beds
• 25 of all Danes use sun beds
• Products sales generated 0.7 mio DKK

Substantial funding leads to behavior change
7
Environmental change and policy change

• A few selected experiences fromCancer Prevention
  Campaigns in Denmark
• Morten Strunge Meyer
• Danish Cancer Society
• October 31th, 2007

8
Menu

• Prevention Strategy
• Work Place Fruit Program
• Upcoming Whole Grain Campaign
• The need for consensus and partnerships
• Conclusions

9
Boyd Swinburn

• If you only have limited resources for prevention
  you should place your money on policy change

10
Lobbying for an EU school fruit program
11
Philip James

The key approaches to prevention
are Price Availability Marketing

12
Who is responsible?
13
Important strategic input
14
Campaign strategies

• Hear or see your message
• Understand your message
• Weigh pro and con
• Build an intention to change behavior
• Make it practically possible
• Changed behavior

15
Communication does not come first
Documentation
16
Work Place Fruit Program
Fruit served during breaks and while working
Fruit and juiceat meetings
17
The partnership
Employees
FVIndustry
6 A Day
Employers
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Why do they eat the fruit?
Employees
Its delicious (95) Its healthy (86)
Because its free (51) Then I eat less candy
(47) Gives an extra break (2)
19
Why do they sell fruit?
FV-Industry

• They make money
• Its a new market
• 40 new companies are now in operation

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Why are we interested?
6 A Day

• We evaluate and do PR
• Research
• Fruit intake up by 0.7 serving
• Candy and cakes down by 50 in men
• Probably our easiest and most effective
  intervention

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Why do they want to pay?
Employers

• Cheap - equal to cost of one extra day off
• Trendy image
• Attract and hold qualified staff
• Sign of appreciation
• Perceived value exceeds the monetary value

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2004 Results

• 9 of the workforce have work place fruit

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2007 Results
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The POWER of consensus
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The 6 A Day campaign structure
The Campaign
Develop effective methods for increasing
consumption
Scientific documentation and consensus
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6 A Day Results

• 45 increase

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Upcoming Whole Grain Campaign

• Scientific consensus report (December 1st)
• Anthropological report (November 15th)
• Campaign strategy
• Communication plan
• New labeling
• Availability plan
• Product innovation plan

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Availability of Whole Grains (WG)

• Adding more WG to existing products
• Making WG products more available in shops
  (category- and space management)
• Engaging decision makers like parents, canteens
  and workplaces
• No need for individual desires for health

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Availability calculations

• Demographics
• Dietary habits
• WG products (content and supply)
• Potentials for increased WG content
• Costs of different interventions
• Partners possibilities

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Costs of getting Danes to eat more WG

• Thicker bread slices 0,02 mio/g
• 10 WG in all white flower 0,03 mio/g
• 25-35 WG in wheat products 0,04 mio/g
• ¼ of all cakes will be WG cakes 0,17 mio/g
• All biscuits will contain 12 WG 0,22 mio/g
• Labeling rules 0,35 mio/g
• Breakfast cereals 40 WG 0,38 mio/g
• Frozen wheat products 15 WG 0,39 mio/g

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Conclusion

• Power of consensus
• Power of partnerships
• Legitimacy on issues broader than cancer
• Organizational maturity and self promotion
• Spotting and selling benefits

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The 6 As

• Available
• Accessible
• Affordable
• Acceptable
• Addressing multiple motives
• Anchoring

Adapted from WHOs framework for FV
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The End
This presentation will be made available
on 6omdagen.dk/foredrag mm_at_cancer.dk