May 9, 2014
EDMONTON – Alberta Health Services (AHS) has launched a new campaign that aims to bring Albertans together to reduce the risk of cancer in the province by up to 50 per cent.
A new website, albertapreventscancer.ca, gives Albertans the facts about accessible and achievable choices they can make every day to reduce their cancer risk, and pulls together information on the preventive clinical supports and programs offered throughout the province.
The campaign, funded through Alberta’s Cancer Prevention Legacy Fund, uses television, print and online advertising to connect Albertans with this new website, and encourages Albertans to consider what they would do with their lives and loved ones if they had more time together.
The ‘together’ theme is important because reducing cancer requires a collective focus on successful strategies for supporting each other and shaping communities and workplaces.
“Alberta’s Cancer Plan envisions an Alberta where most cancers are prevented, more cases of cancer are cured, and the suffering of people affected by cancer is dramatically reduced,” says Alberta Health Minister Fred Horne.
“Giving Albertans the tools and support they need to become active participants in their own well-being is central to realizing this worthy goal. Albertans should know that we are here, helping them live the choices today that can have a huge impact on their future.”
Although multiple factors influence an individual’s risk of developing cancer, many of those factors can be modified through lifestyle choices – such as healthy eating, being active and limiting tobacco and alcohol intake – and accessible clinical services, such as cancer screening and immunization. Many national and international cancer agencies agree modified lifestyle choices and access to cancer screening can reduce cancer risk by half.
“Research continues to show that a vast number of cancers can be prevented or caught at early, more treatable stages,” says Dr. Paul Grundy, Senior Vice President and Senior Medical Director for CancerControl Alberta within AHS.
“If we can raise awareness to prevent even one Albertan from having to go through cancer treatment in the future, it will be worth it,” adds Dr. Grundy. “Currently, an estimated 16,000 new cancer cases are diagnosed every year, and about one in two Albertans will develop cancer in their lifetimes. But together, Albertans have the power to reduce the number of new cancer diagnoses, and lower the odds of developing cancer. This campaign is a step toward a future where cancer touches fewer lives in the province.”
Dr. Gerry Predy, Senior Medical Officer of Health for AHS, says the campaign was developed through research and engagement, including consultation with Albertans and AHS’ Strategic Clinical Network-Cancer, a group that includes health care providers, researchers, policy-makers and the public.
“When we spoke with Albertans about cancer prevention, we heard loud and clear that while cancer is a concern, many people feel uncertain about how they can reduce their own risks,” says Dr. Predy. “This website is one tool through which Albertans can be informed and empowered. Together, we really can reduce the risk of cancer in Alberta: a visit to albertapreventscancer.ca gets you started.”
The Alberta Cancer Prevention Legacy Fund aims to transform cancer prevention through innovative research and prevention strategies embraced by Albertans, their communities and the health system.
Alberta Health Services is the provincial health authority responsible for planning and delivering health supports and services for more than four million adults and children living in Alberta. Its mission is to provide a patient-focused, quality health system that is accessible and sustainable for all Albertans.
- 30 -
