70 YEARS OF ACTIVITY For Cancer Patients

70 YEARS OF ACTIVITY For Cancer Patients

Israel Cancer Association Annual Report 2022

Israel Cancer Association // Annual Report 2022

Contents

Message from the Chairman . ................................................................. 4 70 Years of Activity ................................................................................................ 5 ICA's Fight against Cancer Fiscal Year 2022 Budget Breakdown ................................................................................................ 6 Distinctions . ...................................................................................................................... 7 Gedalia Doron Research Fund .............................................................. 9 ICA in Numbers . ...................................................................................................... 10 Medical Services and Innovative Projects to Improve Patient Services and Treatment .......................................................................................................... 11 ICA-Supported Oncology Services at Medical Institutions and in Community Settings ................................................................. 11 Equipment, Construction and Development ............ 12 Public Information and Health Promotion . .................. 13 Digital Platforms .................................................................................................... 27 Rehabilitation and Support .................................................................. 30 Collaborations . ......................................................................................................... 42 Professional Training ...................................................................................... 46 IT Support ........................................................................................................................ 47 Seminars and Conferences .................................................................... 48 Research ............................................................................................................................. 51 Volunteers and Local Fundraising Events ...................... 56 2021-2022 ”Door Knock”® Fundraising Campaign ................................................................................ 58 Friends of the ICA Abroad . ..................................................................... 64

Sir Charles Clore Hostel . ............................................................................. 70 Rosalind (Landy) Stern Palliative Home Care Service .............................................................. 72 Annual ”Door Knock”® Fundraising Campaign Chairmen ....................................................................................... 73 The Israel Cancer Association Executive Board and Committee Members 2022 ..................................................... 75 Back cover: Friends of the ICA Abroad

Editing: Information and Health Promotion Dept. Translation: Projects Dept. Graphic Design: Studio Billet Copyright © 2022 Israel Cancer Association All Rights Reserved

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Israel Cancer Association // Annual Report 2022

Message from the Chairman

In 1952 – seven decades ago – the Israel Cancer Association was established. Its founders were true visionaries, and their innovation was reflected in their acknowledgement of the importance of prevention and early detection of cancer, even before there were treatments against the disease. Their great work and inspiring achievements for the general public fill us with pride and gratitude. The ICA is the biggest volunteer-based organization in Israel, leading the fight against cancer. In hindsight, we can all look back in satisfaction on the great endeavor and achievements we have reached in 70 years of rigorous, extensive activity: we gave thousands of research grants to promote cancer research; we helped launch departments and oncology units; we partook in purchasing advanced, innovative medical equipment for medical centers across the country; we offered financial aid to thousands of families of cancer patients under financial duress and even increased that aid amount during the COVID-19 pandemic; we held webinars on the various cancer diseases; we offered support groups, workshops and classes to cancer patients and survivors and much more. The ICA's activity alongside scientific progress in recent years led to an increase in early detection rates and a decrease in mortality rates from the common diseases, but even today, the most effective tools in reducing cancer morbidity and mortality are prevention, early detection and maintaining a healthy lifestyle. To this end, the ICA activity focuses on public information and health promotion: in recent years, we have increased the number of lectures given in schools, organizations and institutions, sent out thousands of Sunsmart® kits to kindergartens and target youth through advertising campaigns on new social media outlets. Despite our tireless efforts on all levels and alongside our many achievements, the fight against cancer knows no timeout, and our mission continues as we face the future aiming for new objectives. With the help of our dedicated volunteers, the Friends of ICA in Israel and abroad and the general public, we aspire to continue reaching our goals in the coming years.

Prof. Aaron Ciechanover Nobel Prize Laureate Honorary President, Israel Cancer Association

Prof. Avraham Kuten Chairman, Israel Cancer Association

Mr. Leon Recanati Vice Chairman, Israel Cancer Association

Best wishes, Prof. Abraham Kuten Chairman, Israel Cancer Association

Miri Ziv Vice Chairman, Israel Cancer Association

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Israel Cancer Association // Annual Report 2022

70 Years of Activity

1952 A group of physicians and scientists founded the Israel Cancer Association with the aim of reducing cancer morbidity and mortality in Israel 1967 ‘ Reach to Recovery’® service is established for breast cancer patients and survivors accompanying new patients in all stages of coping with the disease 1976 The Sir Charles Clore Hostel in Givatayim was established for cancer patients residing in the periphery and receiving treatments in the center of the country 1989 The ‘ Telemeida’® was established as a call center offering live assistance 24/7 and information on cancer diseases 2001 The ICA funded and initiated a Mobile Mammography Unit to reduce disparities in compliance rates. ‘Strong Together’® support centers were established 2010 New services opened at the Rehabilitation and Support Dept. – Sexual Consultation and ‘Steps to a Healthy Life’® 2022 The ICA is the largest volunteer-based organization in Israel, with over 70 branches across the country. The ICA acts to eradicate cancer diseases and improve patients' quality of life in every possible way

1960 The ‘Door Knock’® Fundraising Campaign was established to raise funds for ICA’s activities, which are made possible thanks to public donations only 1973 The Friedman Home Hospice was established at Sheba Medical Center – the first hospice in Israel, initiated by ICA 1983 The ICA initiated and supported the law Prohibiting Smoking in Public Places – a global legal precedent (Israel was one of the first countries to pass this law) 1995 The ICA launched the first Sunsmart® campaign for children and youth in order to raise awareness to the harmful effects of the sun from a young age 2008 The ICA represents the ‘Look Good – Feel Better’ project in Israel, lending wigs and complimentary beauty and makeup treatments to cancer patients 2020 During COVID-19, the ICA’s activity on digital platforms expanded, and a designated Digital Dept. was established as well as a Tik Tok channel

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Israel Cancer Association // Annual Report 2022

ICA’s Fight against Cancer Fiscal Year 2022 Budget Breakdown (in Thousand ILS)

Equipment and Construction 4,903 9.2%

Medical and Social Services 2,600 4.9%

Organization, Administration and Branch Offices 2,010 3.7%

Research and Clinical Protocols 4,057 7.6%

Professional Training 580 1.1%

Total Appropriations 53,550

Public Information and Education and Early Detection Programs 17,159 32%

Rehabilitation and Welfare (including the Palliative Home Care Service and the Sir Charles Clore Hostel)

22,241 41.5%

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Israel Cancer Association // Annual Report 2022

Distinction

ICA participates in formulating the 2032 Ministry of Health (MOH) strategy The Ministry of Health began to formulate the overall strategy for 2032, led by the MOH CEO in collaboration with the National Health Councils. The MOH invited the National Councils to write a chapter for the general strategy document describing the future vision of the health system in 2032. Representatives from the ICA participated in writing the chapter as part of the various national councils: 1. The Council for the Prevention, Detection and Treatment of Malignant Diseases: • A sub-committee on primary prevention: Miri Ziv , Dana Frost • A sub-committee on secondary prevention: Miri Ziv • A sub-committee on updating the operating model of the national oncology care array in Israel: Livia Kislev • A sub-committee on radiotherapy: Prof. Abraham Kuten • A sub-committee on the national pediatric oncology care program: Prof. Myriam Ben-Arush • A sub-committee on information systems and IT: Moshe Bar Haim • A sub-committee on nutrition and malignant diseases: Limor Ben Haim , Nutritionist (Volunteer) • A sub-committee on recommendations for cancer survivors: Orit Spira , Limor Ben Haim • A sub-committee on palliative medicine: Dr. Alexander Waller 2. The National Councils for Health: Dana Frost

Gala Conference Honoring Prof. Eliezer Robinson

The Council for the Prevention, Detection and Treatment of Malignant Diseases at the Ministry of Health held a gala conference in honor of Prof. Eliezer Robinson , founder and leader of the national council for the past two decades. Prof. Robinson served as ICA chairman for over 25 years, as well as being a former chairman of the Israel Society for Clinical Oncology and Radiotherapy (ISCORT) and served as president of the Union for International Cancer Control (UICC). The topic of the conference was ‘The treatment of malignant diseases in 2032 – from vision to strategy’ and attended by heads of the health department and many experts.

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Israel Cancer Association // Annual Report 2022

The ICA Receives the ‘Midot Seal of Effectiveness’ In August 2021, the ICA received the ‘Midot Seal of Effectiveness’ from Midot, a leading expert organization attesting to ICA’s commitment to organizational structure that places great emphasis on planning and measurement, results and constant improvement, in order to serve its beneficiaries and produce a meaningful change in their lives.

The Israel Cancer Association was chosen a 2022 Israeli Superbrand For over 25 years, in more than 70 countries, the international Superbrands organization identifies and selects brands that have left the strongest emotional impression in their country. These consumers choose Israel’s Superbrands in an extensive survey held by the IPSOS institute. Choosing us reflects the Israeli consumers’ recognition and appreciation of the great efforts the ICA has made throughout the year. We have entered the international Superbrands’ “hall of fame” and this is a great honor for ‘Israel Superbands’ as well as for the ICA.

Midot was especially impressed by the ICA’s diverse activities across various disciplines, noting that the management processes led by the organization to effectively promote its social goals, are outstandingly beneficial and noteworthy. Therefore, the ICA received the seal of effectiveness for three consecutive years rather than the standard two-year period.

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Israel Cancer Association // Annual Report 2022

Gedalia Doron Research Fund

The Israel Cancer Association received an estate for the establishment of a designated research fund for 20 years. The estate named after the late Gedalia Doron was donated through the will of his late daughter, Yonit Doron . Yonit Doron was a veterinarian, a modest, people loving person. She worked to commemorate her late father's name via philanthropic assistance to a few associations. Prior to her passing in 2021, she asked to transfer the remainder of her estate to the Israel Cancer Association. Gedalia Doron was a businessman and manufacturer who led companies like Kitan, Itung and Kedem Chemicals and received the 1975 Manufacturer's

Award. He served as chairman of Menora Mivtachim Insurance. To commemorate his name, the ICA established a research fund for supporting outstanding research grants, which will award two substantial fellowships each year. Ahead of the fund's activity commencement, the ICA established a steering committee designed to set guidelines for utilizing the donation and leveraging it to benefit cancer research in Israel. The steering committee is headed by Prof. Aaron Ciechanover , 2004 Nobel Prize laureate and ICA Honorary President, and is comprised of top Israeli scientists and businessmen serving on the ICA's executive board.

The 'Gedalia Doron Research Fund' steering committee convened in December 2022 for a first discussion on establishing the fund. From right to left: Prof. Moshe Mittelman , ICA Vice-Chair Leon Recanati , ICA Deputy General Moshe Bar Haim , Prof. Yossi Yarden , Prof. Moshe Oren , Deputy Director General Lili Biller-Lev , Prof. Dina Ben Yehuda , Dean of the Faculty of Medicine, Hebrew University, Prof. Ronit Satchi-Fainaro , Scientist, Hebrew University, Prof. Eli Pikarsky , ICA Research Committee Chair, ICA Honorary President Prof. Aaron Ciechanover , and Muriel Matalon , Esq., ICA Executive Board Member.

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Israel Cancer Association // Annual Report 2022

The Israel Cancer Association in Numbers – 2022

About 50 million ILS were awarded to fund hundreds of researches by Israeli physicians and scientists during the past decade. About 17,500 screenings were conducted by the ICA mobile mammography unit aimed at reducing disparities in the compliance to undergo the important mammography screening for early detection of breast cancer. About 11,800 volunteer hours were given by ‘Reach to Recovery®’ volunteers. Over 10,000 patients and survivors participated in the ICA ‘Strong Together®’ support centers offering free of charge support groups to patients and their families. About 10,000 volunteer hours were given as part of the social-educational project in the 2018-2019 academic year by bursary student recipients from IMPACT!, SHAHAK and “Heseg,” who are integrated into the ICA’s support array. About 100,000 tutoring hours were given to child cancer patients as part of the ‘Hope for Life®’ project for catching up on schoolwork. Over 10,000 patients participated in the ‘Steps to a Healthy Lifestyle®’ project in 19 medical centers across the country. About 9,000 preschools and kindergartens received Sunsmart® activity kits in order to raise awareness to the harmful effects of the sun. Over 2,500,000 visits to the ICA website , which provides comprehensive, reliable information about the different cancer diseases, treatment, prevention methods and early detection.

Over 72,000 Facebook followers joined the ICA Facebook page, which serves as a platform for promoting ICA’s messages on cancer prevention, healthy lifestyle and more. Over 21,000,000 views on the ICA Tik Tok page, aimed at conveying messages targeting youth and the general public. About 6,000 calls a year are received by ICA’s ‘Telemeida’® call center, mostly in Hebrew. About 2% of the calls are in Arabic and Russian, which are answered by representatives speaking these languages. About 65 children received support from ICA’s neuro-psychological service helping child cancer survivors integrate back into their social life and scholastic routine. About 200 calls were made as part of the counseling service for parents who have cancer, offering tools, mentoring and help for a family coping with a health crisis. Over 2,500,000 ILS allocated to fund posts and projects in medical centers across the country for patients and their families. About 500 wigs were given to cancer patients. About 400 counseling sessions were given as part of the ICA’s sexual consultation service for cancer patients. About 558 patients stayed at the Sir Charles Clore Hostel for patients who reside in the periphery and receive medical treatments in central Israel.

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Israel Cancer Association // Annual Report 2022

Medical Services and Innovative Projects to Improve Patient Services and Treatment

The ICA promotes innovative programs to improve treatment and rehabilitation methods in patients. The 5-year funding for professional posts in medical centers across Israel has helped upgrade the entire multi-specialty psychosocial oncology care network for cancer patients. Among other activities, the ICA has established a network of Community Oncology Nurses, Ostomy Care Nurses, Breast Care Nurses and

Social Worker Coordinators, Patient Navigators, and psycho-oncological staff members, who receive ongoing professional training provided by the ICA. The ICA invests efforts in developing and promoting new programs and innovative projects to enhance the level of services provided to cancer patients, while prioritizing unique projects directly related to the treatment of patients, survivors and their families.

ICA Supported Oncology Services in Medical Institutions and Community Settings

ICA's assistance has enabled the establishment of a significant infrastructure of psychosocial services and targeted nursing services within the oncology network. These multi-specialty teams receive ongoing professional training by the ICA. Positions are currently provided only for new services that have recently been established.

For many years, the ICA has invested efforts in upgrading the onoclogy care network in order to enhance services offered to cancer patients and their families, by allocating funds for healthcare projects and posts for healthcare professionals (nurses, social workers, dieticians, etc.) The ICA offers 5-year funding for professional positions, provided that each oncology center continues employing the healthcare professional upon completion of this period.

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Israel Cancer Association // Annual Report 2022

Equipment, Construction and Development

The ICA lends a hand in the construction, renovation and operation of oncology departments at medical centers across the country and funds the purchase of innovative state-of-the-art medical equipment at medical centers and oncology institutes. This support is facilitated only when an earmarked donation is received by the ICA, from which the organization takes no overhead, making certain that the medical institution to which the donation is allocated is prohibited from deducting overhead, so that the donation is transferred in full. The ICA’s contribution in construction, renovation and equipment purchase for medical centers in 2022: • A Lazer CO2 device for the ENT Unit at the Wolfson Medical Center Multi-disciplinary Head and Neck Cancer Center in Holon. This device is critical for the treatment and removal of head and neck tumors. Donated by the ICA with assistance from the Soffi and Abraham Stuchinsky Fund . • A Calorimeter measurement device for the Cancer Metabolic Clinic at The Davidoff Center for the Treatment and Research of Cancer, Rabin Medical Center, Petach Tikva. The device will help nutritionists provide clinical nutrition consultation for oncology

patients. Donated by the ICA with assistance from the Soffi and Abraham Stuchinsky Fund . • Fifty comfort chairs for cancer patients receiving ambulatory treatments in the outpatient oncology clinic of the new Shaare Tzedek Cancer Center. Donated by the ICA with assistance from the Soffi and Abraham Stuchinsky Fund . • A breast biopsy device under mammography for breast cancer patients at Lin Medical Center, Haifa. The device serves breast cancer patients being treated at the Haifa and Western Galilee District of Clalit Health Services. Donated by the ICA with assistance from the Goldenberg Fund . • Approval to assist in establishing a pediatric hemato oncology outpatient unit in Soroka Medical Center, Beer Sheba. • Reestablishing the Shaare Zion bequest named after Yosef Ben Ezra Haim Neigo OBM , who was the principal of Mikveh Israel during 1891-1904. The bequest will enable the establishment of a Proton Center at Tel Aviv Sourasky Medical Center. Proton Therapy is an advanced radiotherapy method which focuses the therapeutic energy on the tumor area itself, thus reducing the damage caused around it.

Unveiling ceremony at the Tel Aviv Sourasky Medical Center. Right to Left: Prof. Ido Wolf , Head of the Oncology Unit; Moshe Bar Haim , ICA Director General; Ronen Tsafrir , former Mikveh Israel principal; Prof. Shlomo Mor-Yosef , the Bequest Trustee; Prof. Ronni Gamzu , CEO of Tel Aviv Sourasky Medical Center

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Israel Cancer Association // Annual Report 2022

Public Information and Health Promotion

The Israel Cancer Association (ICA) invests tremendous efforts and resources in information and health promotion and conducts a variety of activities aimed at reducing the risk of developing cancer and encouraging early detection. The ICA provides information to patients, survivors and their families on topics related to their disease, treatment and side effects. The ICA also raises awareness to the harmful effects of smoking , including e-cigarettes, Sunsmart® behavior and adopting a healthy lifestyle , such as: avoiding obesity , keeping healthy eating habits , engaging in physical activity and limiting alcohol consumption . The ICA Information, Health Promotion and Advocacy Department Director is Dana Frost .

All activities and services are provided free of charge to the general public, cancer patients, survivors and their families.

Cervical Cancer Awareness Day

Ahead of Cervical Cancer Awareness Day marked on the third week of January, the ICA held an online seminar on cervical cancer for patients, survivors and their families, published updated information about the importance of early detection and the HPV vaccine, as well as the “Papilloma only sounds cute” campaign on social media to encourage vaccination. The campaign was produced courtesy of MSD . Early detection of invasive cervical cancer is possible through screening tests for the disease. Recently,

251 women with invasive cervical cancer. That same year, 96 women died of invasive cervical cancer in Israel. Moshe Bar Haim , ICA Director General: “We must act to increase the rate of HPV vaccination. It is a potentially lethal disease, that may break out with no initial signs. Women must be encouraged to undergo cervical cancer screening, which enables early detection and timely care that may prevent the development of a cancer tumor and save lives!”

all health care funds have transitioned to using mainly the HPV screening test. The Ministry of Health published the latest statistics on cervical cancer morbidity and mortality, showing that cervical cancer is responsible for 9.2% of new cancer cases in women in Israel, and 2% of total cancer mortality. In 2018, 1,192 women were diagnosed with precancerous lesions and

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Israel Cancer Association // Annual Report 2022

World Cancer Day of the Union for International Cancer Control (UICC)

“Sports Prescription” Campaign on social media The campaign ad was produced in order to encourage physical activity and avoid smoking and obesity to reduce the risk of cancer. This year, we created a short GIF based on the ad for use on social media.

Ahead of the Union for International Cancer Control (UICC) World Cancer Day , marked annually around the world on February 4th, the ICA strives to raise awareness to cancer diseases and ways to prevent it. On this day, messages are relayed regarding cancer prevention, reducing risk factors and adopting a healthy lifestyle. The UICC statistics show that 30%-50% of all cancer incidences can be prevented. Investing resources and implementing strategies in cancer prevention, early detection and treatment, will help save about 3.7 million people around the world from cancer mortality each year. Prof. Abraham Kuten , ICA Chairman: “Statistics from recent years show that Israel is ranked low among OECD countries in cancer mortality. This seems to stem from the fact that patients in Israel are diagnosed with prevalent cancer diseases at an early stage, thanks to national screening programs initiated by the ICA, as well as high-end, optimal treatment, allowing for high survival and recovery rates.” “Reducing” Campaign The ICA produced a new campaign for the radio and digital media this year titled: “Reducing.” The infomercial was produced by Gitam BBDO on a voluntary basis. The campaign is a reminder that changes in lifestyle, such as regular walking, using stairs instead of the elevator and switching from fried food to vegetables – can reduce the risk of cancer by about 50%. The infomercial was translated into Arabic and broadcasted on Arab radio stations, as well as a short video on social media. The campaign garnered about 1 million views .

Ynet article – ICA’s most influential campaigns Ynet’s health section published an extensive article on World Cancer Day, reviewing the ICA’s campaigns in the past four decades. The article presented 14 videos of the most memorable, influential campaigns etched in the public’s mind and touching generations of Israelis.

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Israel Cancer Association // Annual Report 2022

Colorectal Cancer Awareness Month

ICA Chairman’s article published in Ha’aretz

Colorectal cancer is one of the most prevalent cancer diseases in Israel. In 2005, a national screening program for early detection of colorectal cancer was launched by the ICA and the Ministry of Health. The program is based on an annual fecal occult blood test over the age of 50 and through to 74 in individuals with average risk, and colonoscopy for those at a higher risk. The rate of individuals aged 50-74 who underwent early detection screening for colorectal cancer in the previous year or colonoscopy in the last 10 years is about 65% (64% in men and about 66% in women). This rate indicates an increase in compliance to take the test over the years, however about a third of those tested who received a positive result in their fecal occult blood test – do not follow up with the necessary steps. A new version of the “ Excuses ” campaign, encouraging the public to take the colorectal early detection screening, was launched this year. The infomercial features people making different excuses for not taking the test. The campaign also calls on men and women ages 50 and up to take the occult blood screening test once a year, in order to prevent the development of colorectal cancer or detect it early on. If the result is positive, the infomercial reminds the public to follow up on it according to the physician’s recommendation. A newspaper ad was also produced, bearing the same messages. The “Excuses” campaign garnered about 1 million views .

An article written by ICA chairman Prof. Abraham Kuten , was published in the health section of Ha’aretz newspaper. Prof. Kuten presented colorectal cancer morbidity rates and modes of prevention. He also presented two new researches: one on the connection between increased consumption of high sugar drinks during adolescence and adulthood, and early colorectal cancer morbidity. The second one examined the connection between women’s BMI during the onset of pregnancy, weight gain during pregnancy and the newborn’s weight, and the development of colorectal cancer in the children during their lifetime.

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סרטן המעי הגס לא סופר את התירוצים שלכם

اﻟﻨﺴﺎء واﻟﺮﺟﺎل ﻣﻦ ﺳِﻦ اﻟﺨﻤﺴﻴﻦ ﻓَﻤﺎ ﻓﻮق، ﻋﻠﻴﻜﻢ اﻟﺨﻀﻮع ﻟﻔﺤﺺ اﻛﺘﺸﺎف دم ﺧﻔﻲ � ﺮًا. ﱢ ﺳـﻨﺔ، ﻟﻠﺤﺪ ﻣﻦ ﺗﻄﻮر ﺳـﺮﻃﺎن اﻷﻣﻌﺎء اﻟﻐﻠﻴﻈﺔ أو ﻻﻛﺘﺸﺎﻓﻪ ﻣﺒﻜ ﱠ ﻓﻲ اﻟﺒِﺮاز، ﻣﺮة ﻛﻞ إذا ﻛﺎﻧـﺖ اﻟﻨﺘﻴﺠـﺔ إﻳﺠﺎﺑﻴـﺔ, ﻳﺠـﺐ ﻣﺘﺎﺑﻌـﺔ اﻟﻔﺤﻮﺻـﺎت ﺑﺤﺴـﺐ ﺗﻮﺻﻴـﺎت اﻟﻄﺒﻴـﺐ. ﻓﻲ ﻛﻞ ﺟﻴﻞ, إذا ﻻﺣﻈﺘﻢ ﻋﻼﻣﺎت ﻏﻴﺮ ﻋﺎﺑﺮة ﻓﻲ أﻟﺠﻬﺎز اﻟﻬﻀﻤﻲ - ﻣﻦ اﻟﻤﻬﻢ اﻟﺘﻮﺟﻪ إﻟﻰ اﻟﻄﺒﻴﺐ. ﻳﺘﻮﺟﺐ ﻋﻠﻰ اﻷﻗﺎرب ﻣﻦ اﻟﺪرﺟﺔ اﻷوﻟﻰ ﻟﻤﻦ أﺻﻴﺐ ﺑﺎﻟﻤﺮض اﻟﺘﻮﺟﻪ ﻹﺟﺮاء ﻓﺤﺺ ﻣﻨﻈﺎر اﻷﻣﻌﺎء )ﻛﻮﻟﻮﻧﻮﺳﻜﻮﺑﻴﺎ( ﺑﺈﻣﻜﺎﻧِﻜُﻢ ﺗﻘﻠﻴﻞ اﺣﺘﻤﺎﻻت اﻹﺻﺎﺑﺔ ﺑﺎﻟﺴـﺮﻃﺎن ﺑﻮاﺳـﻄﺔ اﻋﺘﻤﺎد ﻧﻤﻂ ﺣﻴﺎة ﺻﺤﻲ ﻳﻘﻮم ﻋﻠﻰ � ﻴﻦ. � اﺋﺪ واﻟﺘﺪ � ﻧﻈﺎم ﻏﺬاﺋﻲ ﺻﺤﻲ وﻣﻤﺎرﺳـﺔ اﻟﻨﺸـﺎط اﻟﺮﻳﺎﺿﻲ واﻻﺑﺘﻌﺎد ﻋﻦ اﻟﻮزن اﻟ

חשוב לנשים ולגברים לבצע בדיקת דם סמוי בצואה פעם בשנה 50 מגיל כדי למנוע התפתחות של סרטן המעי הגס או לגלות אותו בשלב מוקדם. אם התוצאה חיובית, חייבים להמשיך את הבירור בהתאם להמלצת הרופא. בכל גיל, אם מבחינים בתסמינים כלשהם שאינם חולפים במערכת העיכול - חשוב לפנות לרופא. על קרובי משפחה מדרגה ראשונה של מי שחלו במחלה יש לבצע קולונוסקופיה. ניתן להפחית את הסיכון לחלות בסרטן על ידי אימוץ אורח חיים בריא, הכולל תזונה מאוזנת, פעילות גופנית, הימנעות מהשמנה ועישון.

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ﻹﺟﺮاء ﻓﺤﺺ دم ﺧﻔﻲ ﻓﻲ اﻟﺒﺮاز ﻣﺠﺎﻧًﺎ, اﻟﺮﺟﺎء اﻟﺘﻮﺟﻪ إﻟﻰ ﺻﻨﺪوق اﻟﻤﺮﺿﻰ

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Israel Cancer Association // Annual Report 2022

The Fight against Smoking

‘World No Tobacco Day’ On May 31st, the Israel Cancer Association along with the World Health Organization (WHO), marked World No Tobacco Day, a global awareness day in the fight against tobacco and nicotine use aimed at emphasizing the health risks associated with smoking and the legislation measures found efficient in reducing the number of smokers. This year, the WHO focused around the destructive impact of smoking on the environment and the climate. According to the organization, smoking is responsible for about 8 million deaths per year, of which about 1 million die of passive smoking. About 8000 people die each year in Israel from the hazards of smoking, of which 800 have never smoked but were exposed to this hazard. Smokers are not the only victims of smoking-related cancer morbidity. Exposing non smokers to passive smoking at home or in public places increases the risk of lung cancer. Moshe Bar Haim , ICA Director General: “The tobacco industry is responsible for compromising the health of millions of people around the world, and is also responsible for harming and contaminating the planet. The fight against smoking affects all of us. In order to eradicate smoking, the expansion of the current legislation has utmost significance.” The Annual School Competition on Tobacco Prevention, in Memory of the Late Dr. Marcus The annual competition on smoking prevention between schools across the country is held annually. This is the second year the competition was held online. The competition was made possible thanks to a collaboration between the ICA, SHEFI (the Education Ministry’s Psychological Services), the Ministry of Health and the Israel Lung Association.

A designated digital site was created especially for the competition, in which all competing videos and posters were uploaded along with extensive information by SHEFI and the ICA. This event brought to a close rich year of activity in schools on the topic of smoking prevention.

An informational video on smoking prevention for schools An informational video was produced with Dr. Liraz Margalit , social psychology expert, explaining the psychology of smoking, what motivates us to buy and smoke a cigarette and the manipulations by the tobacco companies. Dr. Margalit focused on flavored smoking accessories, which create the illusion of a non-harming product, since the flavors are fruity and sweet.

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Israel Cancer Association // Annual Report 2022

Tik Tok information campaigns for youth on e-cigarettes

Information campaign in the Arab society

• Actress and model Reef Ne’eman is featured in the ICA campaign targeting youth on the hazards of e-cigarettes. The actress is made up to look 40 years older, and her message from the future to the youth is: vaping is absurd and irrational. The campaign was produced by 'Zivlin Tweens Ltd. – Youth Communication' and was aired on Tik Tok. The campaign garnered 3.8 million views on Tik Tok and 376,000 views on YouTube .

A new ICA smoking cessation video for the Arab sector calls on smokers to use the momentum abstinence during the Ramadan period to fully quit smoking. The campaign garnered about 1.5 million views .

Israeli Parliament raising awareness to the hazards of smoking in futsal showcase game As part of promoting the fight against smoking, the ICA in collaboration with the Israeli parliament, initiated a futsal showcase game, participated by parliament members playing against celebrities. The game was covered on News 13, sports websites, etc.

• As part of the ICA’s campaign on ‘Israel Entertainment’ digital youth content platform, ‘Mr. Oat’ , a gamer and YouTube star was recruited to appear in a video on the hazards of vaping, which is common among youth. Mr. Oat talks about why he began to vape and why he stopped vaping. The video garnered over 300,000 views .

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Israel Cancer Association // Annual Report 2022

Public signage against smoking The public information department produced ads that made into signage distributed in malls, streets and parks, as well as GIF clips for media outlets. The signs were hung in many public places.

For two weeks, before every movie screening, a short ICA video was screened on the hazards of exposure to passive smoking. Webinar: ‘Smoking on and around us’ As part of our activity in the coalition of organizations fighting against smoking, founded by the ICA and Dr. Milka Donchin , Chair of the Israel National Network of Healthy Cities, a webinar was planned and produced titled: ‘Smoking on and around us’ in order to raise awareness to the harmful environmental effects of smoking. The webinar was led by Dr. Milka Donchin, Chair of the Israel National Network of Healthy Cities and Dana Frost , Head of the ICA Public Information Department.

Collaboration with Cinema City For the first time this year, a collaboration was held between the ICA and the Cinema City theater chain.

The Israel Cancer Association Skin Cancer Prevention and Early Detection Sunsmart® Activity

Skin cancer early detection and awareness week was held for the 30th time this year from June 20 - 26. The purpose of the campaign is to raise the public’s awareness to the importance of skin cancer early detection and prevention. Like every year, skin cancer awareness week is held in collaboration with Clalit, Maccabi, Meuhedet and

Leumit health care funds, with hundreds of check-up clinics open to the public free of charge across Israel, manned by dermatologists and plastic surgeons, who perform skin cancer and melanoma early detection examinations that can save lives. According to researches, a projected increase of about 50% in new melanoma cases in the world will be seen

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Israel Cancer Association // Annual Report 2022

Kids and Youth campaign • Ofer and Maor - produced courtesy of ‘ Zivlin Tweens ’ in order to encourage Sunsmart behavior amongst teens. The campaign featured comedians and social media stars Ofer and Maor and garnered 3 million views on Tik Tok with enthusiastic feedback.

in 2040 (about 510,000 cases in 2040 compared to 325,000 in 2020). In addition, an increase of about 68% in melanoma mortality cases is expected – 96,000 cases in 2040 compared to 57,000 in 2020. According to the Israeli cancer registry data, there is downward trend in cancer mortality in Israel.

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לקביעת תור לבדיקה פנו לקופת החולים שלכם באון ליין או בטלפון: 1700-507-507 * • לאומית 3833 * • מאוחדת 3555 * • מכבי 2700 כללית חשוב לדעת! מספר התורים מוגבל. ניתן לבצע את הבדיקה בקופת החולים שלכם במהלך כל השנה. למידע נוסף על היישובים בהם יתקיים המבצע ולקבלת חוברות הסברה: 1-800-599-995 - של האגודה למלחמה בסרטן ® הטלמידע האגודה למלחמה בסרטן - לחיים בריאים www.cancer.org.il או באינטרנט

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מחקר

Information materials – Don’t Trust Moles

As part of the information materials produced for skin awareness week, a new short GIF movie was produced and used on social media to convey the significance of early detection.

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Israel Cancer Association // Annual Report 2022

• Sunsmart® initials - a Tik Tok information campaign produced courtesy of ‘ Zivlin Tweens ’ comprised of eight information videos with social media teen influencers who volunteered for the project. The participants reveal that the Sunsmart® slogan is made up of initials, each representing a rule for smart conduct in the sun. The videos garnered 380,000 views . • The effects of sun exposure on the skin – social media influencers were recruited for the ICA Sunsmart® campaign on ‘Israel Entertainment’ digital youth content platform, emphasizing the harmful effects of the sun. The video garnered over 530,000 views on Tik Tok and 700,000 exposures on Instagram .

Sunsmart® Campaign in Schools The ICA continues to raise awareness each year to the importance of ‘Sunsmart’® behavior from kindergarten age, distributing complimentary ‘Sunsmart’® kits to kindergartens (ages 5 and up) with coloring books, ‘Sunsmart’® stickers, posters and a certificate of participation for the kindergarten. As summer began, over 9,000 kits were sent out to kindergartens across the country by special delivery. The kits were produced especially by the ICA thanks to public contributions only. This year, kit distribution was held in collaboration with local authorities and regional councils who received the kits and distributed them to the kindergartens.

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Israel Cancer Association // Annual Report 2022

Prostate Cancer Awareness Day

for prostate cancer early detection screening, since it has not be proven the best method for reducing prostate cancer mortality. According to various health organizations, the recommendation for men up to age 70, who are at high risk (family history of a father, brother or son who had prostate cancer), is to consult the physicians on the pros and cons of taking the early detection screening.

Prostate cancer is the most prevalent cancer disease in men in Israel, with the highest prevalence amongst older men. It is not often diagnosed in men under 50. While 50% of older men suffer urinary retention disorder, only 1 out or 9 older men will develop prostate cancer. However, some of the symptoms of both conditions are similar, hence the importance of checkup. The Ministry of Health’s guidelines for early detection of cancer diseases do not include a recommendation

Breast Cancer Awareness Month

social peripheries, the ICA purchased its first Mobile Mammography Unit, ‘Michal’ , in 2001, with the aim of raising compliance amongst women in the geographical and social peripheries to undergo mammography screenings. The mobile mammography unit has helped reduce the gaps in compliance rates between the various sectors, such as ultra Orthodox and new immigrant women, and the disparities between Jewish and Arab women have been completely eradicated. During 2022, over 17,500 screening tests were administered. The mobile mammography unit has been operating since 2010 by Assuta Medical Center , servicing members of all HMOs.

In October 2022, the Israel Cancer Association launched Breast Cancer Awareness Month, marking the global fight against breast cancer in Israel and worldwide. National Mammography Screening Program The National Mammography Screening Program was initiated by the ICA over 20 years ago, and has been implemented ever since in collaboration with the Ministry of Health and HMOs. Over the years, the program has been monitored and funded by the ICA: from population-based diagnostic radiology screening among the target group of women ages 50-74, through surgical procedures and pathological diagnosis, to monitoring of women diagnosed with malignant tumors. Millions of breast imaging tests have been monitored since the inception of the program. ICA Mobile Mammography Unit As part of the national screening program, and in order to increase women’s compliance to take the mammography screening in geographical and

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Israel Cancer Association // Annual Report 2022

• BRCA early detection screening – to raise awareness to breast cancer and the importance of taking the early screening tests for BRCA gene mutation in Ashkenazi women. The mutations increase the risk of developing breast and ovarian cancer. The campaign was launched on social media and sent to clinics and HMOs. The campaign garnered over 500,000 views .

Today, Israel is ranked at the top of the European chart in mammography screening compliance, while reducing disparities, and on the global chart, is among the leading countries in breast cancer recovery rates in women. The mobile unit’s route is updated on a regular basis and is accompanied by the ICA’s information program. Information Campaign • Breast cancer early detection – ahead of awareness month’ a campaign was launched with the title: ‘Don’t let anyone distort what you’re feelings’. The campaign was produced by Gitam BBDO on a voluntary basis and distributed on TV, radio, digital platforms and billboards. The video garnered about 1.2 million views .

• Information materials – breast cancer prevention and early detection materials were sent to public institutions and organizations across the country, and to HMOs, government offices, hi-tech companies and more. The ICA also distributed a pink ribbon with its logo in recognition of breast cancer awareness month.

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Israel Cancer Association // Annual Report 2022

‘Illuminated in Pink’ As part of its long-standing collaboration with the Estée Lauder Israel Companies , the Tel Aviv Museum building was illuminated in pink as part of the initiative of raising awareness to breast cancer early detection.

Pink Statue at Habima Square An installation was presented at Habima Square featuring two giant pink balls, 2.5 meters high, made of fiberglass and Styrofoam. The installation is a collaboration between Tel Aviv Sourasky Medical Center, the ICA and “One in Nine”. The medical professional advice for the installation was provided by Dr. Marianne Hativ , head of the Breast Center Clinic at Tel Aviv Sourasky Center. The installation is aimed at encouraging women to notice breast cancer symptoms (lump in the breast, change in shape, nipple secretion, skin irritation, enlarged veins etc.) the installation was affixed with barcodes through which they can read about suspicious signs that can be self-detected.

Mamanet: Mother’s Volley Ball Event The ICA in collaboration with Mamanet, a mother’s network of volley ball players, held a volley ball showcase game between cancer patients and survivors and influencers, in order to raise awareness to breast cancer. The event was attended by thousands of women from across the country.

Mobile Mammography Unit visit by Head of Knesset MK Miki Levy While the ICA and Assuta’s mobile mammography unit conducted screenings in Yavne, Head of Parliament MK Miki Levy and his wife Nurit Levy visited the unit, accompanied by ICA Director General, Moshe Bar-Haim . The event was covered by the local media.

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Israel Cancer Association // Annual Report 2022

ICA collaboration with EL AL The ICA and EL Al Israeli Airlines collaborated to raise awareness to the fight against breast cancer. The collaboration included a profile article about the personal story of a “Reach to Recovery”® volunteer who is coping with metastasized breast cancer, as well as information about the importance of early detection. The magazine is distributed to all EL AL passengers on board for one month.

Lung Cancer Awareness Day

ICA Director general Moshe Bar Haim said that “smoking is the most significant and critical risk factor in developing lung cancer. Active or passive smoking is responsible for 80% of all lung cancer mortality. In recent years, we are witnessing a steady increase in the use of e-cigarettes among youth. Youth vaping may lead to addiction and to smoking regular cigarettes, thus serves as an introduction to the world of smoking.”

In November, the ICA marked Lung Cancer Awareness Day. According to the cancer registry statistics, lung cancer is the number one cancer mortality cause in in Israel. It is responsible for 19.3% of all cancer mortality among Jewish and other men, and 29.2% among Arabs. In women, lung cancer mortality rates are 11.2% of Jewish and other, and 8.6% in Arab. In a press release published in numerous media outlets,

Health Promotion

Lectures on Healthy Lifestyle in Schools, Organizations and Companies

activity. Among the organizations and institutions given lectures are the IDF, Israel Prison Service, government offices, educational institutions, local municipalities and councils, mental health NGO’s and hi-tech companies. Throughout the year, extensive online training days are held across the country for the ICA’s information instructors. The public information department’s presentations are updated regularly, are translated into other languages when necessary. The Health Promotion array is coordinated by Ira Tolchin , ICA’s Health Promotion Specialist.

As part of the ICA’s mission to raise awareness to a healthy lifestyle, the Israel Cancer Association’s public information instructors are active in schools, organizations, and companies to raise the public’s awareness to the importance of leading a healthy life, which may reduce the risk of cancer. This includes avoiding smoking, maintaining proper weight, eating nutritious food, adopting Sunsmart® behavior, reducing alcohol intake, and engaging in regular physical

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Israel Cancer Association // Annual Report 2022

Lectures on Reducing the Risk of Breast Cancer

cancer early detection and prevention, and was sent to various organizations and institutions to be presented to their employees. Participation in Conferences and Health Events The ICA places information stations for professionals and the general public in dozens of conferences and health days held across the country. Such events include the Israel Senologic Society, oncology patient conference, cancer prevention meetings for the general public, conventions and conferences on health and nutrition, various health promotion events in the workplace, in local authorities, etc. platforms. Orly, Reach to Recovery® volunteer, shared her personal story and gave a Nia class. ICA Information Center The ICA Information Center is staffed by professional information specialists who take incoming calls from cancer patients, survivors and their families on many different topics, such as: guidance on approval of medication and technologies under Israel’s National Health Basket, assistance in communicating with the Ministry of Health and the HMOs, assistance and guidance with entities inside and outside the Association, advanced information searches on international databases, running and monitoring various online forums on the ICA website on cancer diseases and prevention, managed by top experts who are leaders in their field. The ICA Information Center also maintains a regularly updated clinical trial database, compiling cancer clinical studies conducted in Israel, as well as lists of medical experts for second opinion, assists in the update of ICA informational materials, and more.

Lectures on ‘ Breast Health Awareness: Reducing the Risk of Breast Cancer ’ are given by breast care nurses. In these lectures, volunteers from Reach to Recovery® (“Yad Lehachlama”) share their personal stories. A booth is set up with ICA informational material staffed by local volunteers. In collaboration with the Rehabilitation and Welfare and Branches departments, over 100 online lectures were held on prevention and early detection of breast cancer. Lectures were also given on steps to a health lifestyle. The lectures garnered very positive feedback. A digital mini-site was launched on breast Telemeida® Hotline Center The Telemeida tele-information hotline, staffed by 25 volunteers headed by Mrs. Nurit Zin , serves as Israel’s most reliable and up-to-date telephone hotline on cancer diseases, prevention methods, early detection, treatment modalities, and rehabilitation in Israel, and more. Information can be obtained in Arabic, English and Russian . Volunteer meetings In June 2022, an enrichment meeting was held for the Telemeida® volunteers on the ICA activity. MSW Dana Rechavi-Heller presented the activity of the Rehabilitation and Support Dept., Linda Yadai presented the ‘Look Good, Feel Better’® project and Yona Levy spoke about the Donations Dept. activity. The volunteers met the new position holders in the Public Information and Promotion Dept.: Idit Harel-Shemesh , ICA Spokesperson, Ira Tolchin , ICA Health Promotion Specialist, and Rakefet Becker , Information Dept. and Educational Activity Coordinator. Information Dept. Director Dana Frost updated the volunteers on smoking, Sunsmart®, publications and digital

ICA Information Array

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