About the “Turn Your Back on Cancer” campaign

The campaign ran from November 2025 to March 2026 and aimed at raising awareness of the possibilities of population-based cancer screening programmes. A comprehensive communication strategy was implemented to integrate the topic of cancer screening into the public sphere. Initial phase focused on the online environment and social networks was followed by a massive digital campaign designed to both educate the audience and motivate direct action.

A Public Priority

Through a wave of television spots and print media, prevention was positioned as a public priority. To maximize the campaign’s reach, a network of medical professionals and public figures was engaged to transform screening into a nationwide challenge.

The campaign was created with the support of the European Union and follows the long-term strategy of the Ministry of Health of the Czech Republic in the field of prevention and early detection of diseases. “We want health to be taken care of before problems arise, and for prevention to become a regular part of life. If we approach it in time, we can live fully and really turn our back to cancer,” adds Karel Hejduk, the director of National Screening Centre.

The Five Main Screening Programmes

The campaign drew attention to the five main screening programmes in the Czech Republic focused on:

• breast cancer
• cervical cancer
• colorectal cancer
• lung cancer
• prostate cancer

Based on the questionnaire survey conducted by the marketing agency responsible for the campaign, the results showed an increase both in the willingness to participate in screening programmes and in actual participation rates. The survey also indicated greater physician engagement in offering these programmes to patients.

Prevention starts with information. Turn your back on cancer!

Authors

National Screening Centre, Media Age marketing agency