Getting Ireland Moving for World Cancer Day 2018

Background and context: World Cancer Day (WCD) aims to increase awareness and empower individuals to reduce their risk of cancer. Each year in Ireland approximately 800 new cancer cases and 300 cancer deaths are due to obesity. Aim: For WCD the Irish National Cancer Control Program (NCCP) aimed to increase public awareness of the risk of cancer due to obesity and the protective link with physical activity. Behavioral action was encouraged by partnering with parkrun (www.parkrun.ie, a national free running event) to encourage participants to bring a friend and spread the cancer prevention message. Strategy/Tactics: A single overarching message was established: bring a friend to parkrun on the 3rd February for World Cancer Day. Two target audiences were identified:- General public watching Operation Transformation a national interactive TV program supporting weight loss and encouraging health behaviors- parkrun participants. Program/Policy process: Campaign activities were planned in conjunction with parkru...