WCD: An Opportunity for Raising Awareness and Advocacy

Abstract

Background and context: Since 2013, FEMAMA organizes a World Cancer Day (WCD) campaign from UICC in Brazil. Besides that, FEMAMA sought to devise innovative actions aimed at raising awareness and advocacy, aligning UICC´s global campaign with local needs. FEMAMA wondered how the campaign and its related actions could have a larger resonance and impact. Currently, Brazil has been facing an important patient rights issue: the Ministry of Health was supposed to start providing an important drug for HER2+ MBC treatment to public health care (SUS) units, and this was a great opportunity to exercise social control. Aim: Raising awareness on the reduction of the impact caused by cancer in Brazil, in addition to assuring access to appropriate MBC treatment in the SUS. Strategy/Tactics: FEMAMA´s main strategy was to engage and encourage the participation of all 73 associate NGOs. FEMAMA realizes the strength of its network and its ability to adapt a global campaign so it can meet local needs. Program/Policy process: Planning: Define a focus point for actions/activities aimed at raising awareness and advocacy Activities carried out: Web site: Portuguese Web page about WCD at FEMAMA's Web site Social media: Several informative content Press: Press releases, opinion article and interviews Advocacy mobilization: Mobilization for trastuzumab access and for public hearings about BC Local actions: Landmark lightning, NGO actions Partnership and networking: landmark lightning, associated NGOs, partners and invited cancer digital influencers Outcomes: Reach - FEMAMA´s Facebook page: 194,854 people Partners and influencers: More than 1,300 interactions in #RecadosContraoCâncer action on their networks Web site: Over 450 accesses to the Web site regarding the campaign Direct mail: Over 3700 contacts activated via e-mail Press: Almost 100 mentions in the press related to FEMAMA and WCD Advocacy: 16 Brazilian states involved on mapping the access of trastuzumab on SUS for MBC patients and 3 Brazilian states involved so far on scheduling public hearings about cancer. Landmarks lightning: At least 8 landmarks illuminated around the country. Events: The NGOs associated to FEMAMA organized activities and events in reference to WCD in all regions of the country. The Ministry of Health indeed delayed the provision of treatment drugs to Brazilian patients, but FEMAMA was able to act beforehand, taking advantage of WCD to map out the situation and take action. What was learned: We learned that it is important to take advantage of moments when cancer is in evidence, when communities are paying attention and when authorities are more aware, so that necessary changes in scenario can be within our reach and take place. The WCD campaign served as a window where we were able to display a relevant agenda for Brazil, also being able to take action so that the rights of thousands of patients could be enforced.