Israel Cancer Association - Annual Report 2023

Israel Cancer Association // Annual Report 2023

Contents

Message from the Chairman . ................................................................. 4

Annual ”Door Knock”® Fundraising Campaign Chairmen ............................................... 54

Homage & Distinctions . .................................................................................. 5

Friends of the ICA Abroad . ..................................................................... 56

ICA in Numbers . .......................................................................................................... 8

Sir Charles Clore Hostel for Cancer Patients ............... 60

ICA's Fight against Cancer 2023 Fiscal Year Budget Breakdown .............................................................................................. 9 Medical Services and Innovative Projects to Improve Patient Services and Treatment .......................................................................................................... 10 ICA-Supported Oncology Services at Medical Institutions and in Community Settings ................................................................. 10

The Israel Cancer Association Executive Board and Committee Members 2023 ..................................................... 62

Back cover: Friends of the ICA Abroad

Equipment, Construction and Development ............ 11

Public Information and Health Promotion . .................. 13

Digital Platforms .................................................................................................... 24

Rehabilitation and Support .................................................................. 27

Collaborations . ......................................................................................................... 39

Professional Training ...................................................................................... 42

IT Support ........................................................................................................................ 43

Professional Conferences and Seminars .......................... 44

Editing: Information and Health Promotion Dept. Translation: Projects Dept. Graphic Design: Studio Billet Copyright © 2023 Israel Cancer Association All Rights Reserved

Research ............................................................................................................................. 47

Volunteers and Local Fundraising Events ...................... 51

2023 ”Door Knock”® Fundraising Campaign .............. 53

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Israel Cancer Association // Annual Report 2023

Message from the Chairman As we prepare the 2023 annual report, the State of Israel is under war following the October 7th massacre. Along with the entire Israeli nation, we hope to see all of our hostages return home safely, as we mourn the thousands of victims and the military personnel who perished in battle. In the wake of the missile barrages and the home front command orders, some of the ICA's activities were halted. We were forced to cancel the 'Door Knock'® fundraising campaign slated for October, as well as some of the campaign activities promoting breast cancer awareness month. However, two weeks after the war began, we managed to resume the ongoing activities for patients and their families. We offered patients online body-mind and physical fitness activities and online sessions on coping with cancer during the war, and ran our call center for information, emotional support and more. The 2023 activity year was characterized by extensive, arduous efforts: we gave research grants to promote cancer research; we participated in purchasing state-of-the-art medical equipment for medical centers across the country; we held seminars on various topics related to cancer; we offered support groups, workshops and activities for cancer patients and survivors, etc. The ICA's activity alongside scientific progress have led to an increase in early detection rates and a decrease in mortality from common cancer diseases, but even today, the most efficient tools to reduce cancer morbidity and mortality are prevention, early detection, and maintaining a healthy lifestyle. To implement this, we focus on public health promotion and detection: we have increased the number of lectures given to schools, organizations and institutions, distributed thousands of 'Sunsmart'® kits to kindergartens and addressed young audiences with designated advertising campaigns on new and evolving media platforms. In 2023, we sadly bid farewell to Prof. Abraham Kuten , former ICA Chairman, who passed away in July. Prof. Kuten accompanied ICA's activity for many years and contributed much to the benefit of patients and survivors. We will remember him with great admiration. Despite the extensive activity and the many achievements, we forge ahead towards new horizons. With the help of the devoted ICA volunteers and with the support of the Friends of ICA in Israel and abroad, as well as the general public, we aspire to continue reaching our goals in the coming years. Wishing all a peaceful year and an end to the war.

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

Prof. Moshe Mittelman Chairman, Israel Cancer Association

Mr. Leon Recanati Vice Chairman, Israel Cancer Association

Best, Prof. Moshe Mittelman Chairman, Israel Cancer Association

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Homage and Distinctions

Homage to Prof. Abraham Kuten of Blessed Memory Israel Cancer Association Chairman

The ICA Executive Board, directors, employees and volunteers are saddened by the passing of Oncologist Prof. Abraham Kuten , who served as ICA Chairman. Prof. Kuten began his career at Rambam Medical Center as a resident, and 40 years later, retired from the role of Oncology Array Director. Simultaneously, as part of his membership in the National Oncology Council, Prof. Kuten served in various professional committees, the most prestigious being his role as Proton Therapy Chairman in Israel. The committee members, among whom are Israeli and international experts,

recommended the establishment of an academic proton center in a public hospital. The center is currently being constructed, and is expected to function in the near future, partially thanks to ICA's assistance. Moshe Bar Haim, ICA CEO, eulogized him: "Prof. Kuten was among the pillars of radiotherapy in Israel. In 2019, he was appointed ICA Chairman on a voluntary basis, and promoted many initiatives in this area. Prior to assuming this role, he oversaw ICA's activity and contributed much of his expertise to benefit patients and survivors. We shall remember him with great admiration."

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Israel Cancer Association // Annual Report 2023

Prof. Moshe Mittelman Appointed ICA Chairman

Over the years, Prof. Mittelman served in academic and public roles, including Chairman of Tel Aviv University Faculty of Medicine Admission Committee; member of the National Committee for New technologies in Public Health ("Basket Committee"); Secretary and Chairman of the Israeli Society of Internal Medicine; President of the Israeli Society of Hematology; member of the Ministry of Health National Committee for Clinical Trials (Helsinki); and Chairman of the international MDS Foundation, in which he is one of the leading experts in the world. Prof. Mittelman is a Professor Emeritus at Tel Aviv University Faculty of Medicine and has served as an ICA Executive Board Member since 2003. Alongside Prof. Mittelman, Mr. Leon Recanati will continue serving as voluntary ICA Vice Chairman, as he has been since 1988. Mr. Recanati congratulated Prof. Mittelman on behalf of the Executive Board on his appointment: "I thank Prof. Mittelman for his willingness to fulfill the dutiful role of chairman. We congratulate you and wish you and the ICA continuous success in our important mission to benefit patients and survivors."

In August 2023, Prof. Moshe Mittelman was appointed ICA Chairman on a voluntary basis. Prof. Mittelman is an Internist and Hematologist, is a former Director of the Internal Medicine Unit at Tel Aviv Sourasky Medical Center and a senior advisor in the field of hematology.

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.

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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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.

'Round Up' – Small Change, Big Change

In 2023, the ICA joined the Round Up initiative as a beneficiary non-profit organization. Every time a credit card holder charges their credit card, the amount is rounded up to the nearest Shekel, and the remaining change is donated to the Israel Cancer Association.

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Israel Cancer Association // Annual Report 2023

The Israel Cancer Association in Numbers – 2023

About 100,000 tutoring hours were given to child cancer patients as part of the 'Hope for Life®' project for catching up on schoolwork. 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 300 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 10,000 patients participated in the 'Steps to a Healthy Lifestyle®' project in 19 medical centers across the country. Over 2,500,000 ILS allocated to fund posts and projects in medical centers across the country for patients and their families. 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 73,000 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 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 55 million ILS were awarded to fund hundreds of researches by Israeli physicians and scientists during the past decade. About 17,000 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 the ICA 'Strong Together®' support centers offering free of charge support groups to patients and their families. About 150 workshops and events under the 'Look Good, Feel Better'® project. About 550 wigs given to male and female 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 the central Israel. More than 90 families participated in the annual family vacation at Neve Ilan Hotel. 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.

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ICA's Fight against Cancer 2023 Fiscal Year Budget Breakdown (in Thousand ILS)

Organization, Administration and Branch Offices 4,649

Medical and Social Services 2,250

Research and Clinical Protocols 5,462

Professional Training 575

4.8%

9.8%

1.2%

11.6%

Total Appropriations 47,193

33.6%

39%

Rehabilitation and Welfare (including the Sir Charles Clore Hostel) 18,395

Public Information and Education and Early Detection

Programs 15,862

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Israel Cancer Association // Annual Report 2023

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

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.

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.

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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 2023: • The ICA assisted in fully furnishing an inpatient hospice room at the Shoham Geriatric Center in Pardes Hana. • The ICA assisted in purchasing 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 .

Unveiling ceremony at Davidoff Center for the Treatment and Research of Cancer. (Left to Right) Prof. Gal Markel , Head of the Davidoff Cancer Center and Deputy Director of Rabin Medical Center, and Moshe Bar Haim , ICA CEO. • The ICA assisted in purchasing a Stereotactic breast biopsy guidance system for Lin Medical Center in Haifa. The unveiling ceremony was attended by ICA CEO Moshe Bar Haim , and Deputy CEO Lili Biller-Lev . Also attending were Ronen Nudelman , Director of Haifa & Western Galilee Region at Clalit HMO, Dr. Alon Erez , Director of Lin Medical Center, Dr. Sharbell Hashoul , Clalit HMO Imaging Director in Haifa & Western Galilee region, and the Breast Unit staff.

Ronen Nudelman , Director of Haifa & Western Galilee Clalit HMO (Right), and Dr. Sharbell Hashoul , Clalit HMO Imaging Director

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Israel Cancer Association // Annual Report 2023

• 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 .

Unveiling at the new cancer center at Shaare Tzedek Medical Center. Right to Left: Prof. Jonathan Halevy , President of Shaare Tzedek Medical Center; Prof. Ofer Marin , Director of Shaare Tzedek Medical Center; Moshe Bar Haim , ICA CEO; Lili Biller-Lev , ICA Deputy CEO; Orit Spira , ICA Rehabilitation and Support Dept. Director; Prof. Nir Peled , Head of the Oncolog Array at Shaare Tzedek Medical Center.

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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. This year, due to the October 7th events in the Gaza Vicinity and the war that followed, we were forced to Ahead of Cervical Cancer Awareness Day marked each year between 16-21of January, the ICA stresses that through vaccination, prevention and early detection, we can seek to eradicate this type of cancer in Israel. Early detection of invasive cervical cancer is possible through screening tests for the disease. Recently, all health care funds have transitioned to using mainly the HPV screening test. In the last decade, the number of women diagnosed with a cervical precancerous

cancel some of our planned activities and campaigns. Despite the hardship' the ICA has made every effort to maintain the advocacy and support of cancer patients and their families during these difficult times. Following are the department's activities held in accordance with cancer awareness months, from January to December 2023. 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 Campaign: The disease that can be prevented and even eradicated About 250 women are diagnosed with invasive cervical cancer each year, and about 1,200 women with a cervical precancerous lesion. The question under discussion is – how can vaccination prevent morbidity and which tests can help in early detection and be lifesaving. Attempting to answer this question, the ICA published a paid article in Ynet, accompanied by a Hebrew banner translated from the UICC campaign. The article and the banner were also translated into Russian and published on Vesty, a Russian-language online newspaper.

Cervical Cancer Awareness Day

lesion increased by about 30%, mainly due to early detection. Each year, about 1,200 women are diagnosed with cervical dysplasia. Moshe Bar Haim , ICA Director General: "Each month, about eight women die from cervical cancer. We know that vaccination and early detection reduce the risk of getting sick. This is a type of cancer that can be eradicated in Israel."

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Israel Cancer Association // Annual Report 2023

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

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. AI Campaign to Raise Awareness to the Importance of Early Detection Screenings The ICA produced a new AI campaign for the first time, produced by Gitam BBDO ad agency on a voluntary basis. The campaign includes three videos launched on World Cancer Day in a creative fashion that focused on messages encouraging the public to take early detection screenings by looking at the future. The purpose was to a call to action and increasing awareness to types of cancer diseases where early detection is critical. The slogan leading the campaign was: "Instead of imagining the future, experience it, early detection can save lives." The campaign was launched on digital platforms, Facebook, YouTube and Instagram.

ICA Activity for Schools during World Cancer Day

In marking World Cancer Day, the ICA held activities in middle schools and high schools nationwide, in collaboration with Eshkolot Pais. During the 17 days of activity, 2,800 youth took part and learned about the importance of maintain a healthy lifestyle and reducing the risk of cancer by avoiding risk factors. The activity was coordinated by Ira Tolchin , the ICA's Health Promotion Specialist. "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

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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. 21 Challenge – "Health, First" ICA's World Cancer Day activity was accompanies by a digital campaign promoting a healthy lifestyle using 21 steps, titled, "Health, First." The campaign included new health recommendations that were published on the ICA Facebook page for 21 days. The campaign was supervised by Make-up Artist Omer Biller .

Colorectal Cancer Awareness Month

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 64%, 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. Campaign to Raise Awareness to the Importance of Occult Blood Test Screening Ahead of Colorectal Cancer Awareness Month marked in March, the ICA launched an AI campaign by Midjourney was produced by Gitam BBDO on a voluntary basis.

The campaign focused on a message encouraging the public to undergo early detection screening for colorectal cancer, by looking into the future. The goal is to motivate women and men over the age of 50 to take the complimentary test offered by their HMO once a year, and raise awareness to the importance of seeking medical consultation at any age, should one experience persistent GI Symptoms.

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Israel Cancer Association // Annual Report 2023

"Excuses" "Excuses" campaign, encouraging the public to take the colorectal early detection screening, was launched on the radio and in newspapers this year, too. 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 a physician's recommendation. A newspaper ad was also produced, bearing the same messages in Hebrew and Arabic.

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. According to the organization, smoking is responsible for about 8 million deaths per year, of which about 1 million die of passive smoking. About 8,000 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: "With cumulative scientific data about smoking, one would expect a budgeted national program for smoking prevention in Israel, and a decrease in the number of smokers. Unfortunately, the tobacco and e-cigarette companies are hard at work, and this lethal habit is still causing physical and mental addiction, as almost every hour, a person dies of the hazards of smoking in Israel. Alongside this, we are deeply concerned by e-cigarette

epidemic among youth, a dangerous, addictive smoking product, which is a gateway into the world of smoking. We must act fiercely to eradicate this phenomenon, by banning the sale of disposable e-cigarettes and flavored smoking devices immediately." The Annual School Competition on Tobacco Prevention, in Memory of the Late Dr. Marcus The annual competition on smoking prevention named after the late Dr. Marcus , is held annually between schools across the country, thanks to a collaboration between the ICA, SHEFI (the Education Ministry's Psychological Services), the Ministry of Health and the Israel Lung Association. The event was held at Beit Mati and concluded a busy year of activity 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.

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"Don't Vape, Create" – AI Poster Competition on E-Cigarettes

New Tik Tok campaign warning youth of E-cigarettes Due to the increase the use of e-cigarettes among youth and teens' the ICA published a new campaign on Tik Tok, presented by Danny Boller (Ask Danny) on a voluntary basis. The campaign dealt with the hazards of e-cigarettes (vaping) in a humoristic way and was produced by voluntarily by 'Zivlin Ltd. ' The campaign garnered 1.6 million views, more than 9,000 shares and 32,000 likes. 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 widely distributed in public places. Information campaign in the Arab society 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. Previous campaigns in Hebrew and Arabic also aired on digital media. World Cancer Day Knesset Conference 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, and with assistance from MK Osher Shkalim , a conference day was planned and produced in the Knesset's committees on smoking prevention. The conference was attended by Knesset members, professionals and members of coalition of organizations for smoking prevention, and led by ICA's Health Promotion Specialist, Ira Tolchin . The conference dealt with ways to achieve a smoking-free Israel and in the shared responsibility for achieving a smoking free Israel.

The ICA held a competition for poster design on e-cigarettes. The public was asked to design an original poster using AI technology. The first prize winner was Michal Herman Eisenstein .

Tik Tok information campaigns for youth on E-cigarettes

The ICA produced a new campaign against e-cigarettes featuring actresses Ruslana Rudina and Ravid Ronen . The creative video produced by Zivlin Ltd ., illustrates the hazards hidden in using e-cigarettes. The campaign was published on Tik Tok and garnered more than 2.1 million views, and about 17,000 likes.

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Israel Cancer Association // Annual Report 2023

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

Skin cancer early detection and awareness week was held for the 31th time this year from June 12–18. 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 the Ministry of Health, in 2019, 1,818 new patients were diagnosed with skin melanoma. According to the Ministry of Health statistics, as of 31.12.2019, there were 5,649 invasive skin melanoma survivors and 3,456 survivors of skin melanoma in situ in Israel. According to WHO statistics, in 2020, about 325,000 new cases of skin melanoma were diagnosed, the highest rates reported in Australia (ranked first) and New Zealand (ranked second). Israel is ranked 22 in the list of 30 countries with the highest melanoma rates in the world. Collaboration with Family Care Center In summer 2023, a collaboration was held with the Ministry of Health's family care centers, Clalit HMO and Maccabi HMO to raise awareness to Sunsmart® behavior. Ministry of Health nurses were sent a notification to their computers with a link to an instructional video for the Ministry of Health's family care center's App.

Clalit and Maccabi HMO nurses were sent digital information materials and posters to hang in their branches. Clalit nurses were also given frontal and online lectures.

Information materials – Don't Look Way, Get Checked

In marking skin awareness week, a new ad was produced featuring a woman ( Ira Tolchin ) covering a prominent mole on her eyes and neck. The ad is accompanied by a caption: "Don't look away, get checked!" The ad was photographed by Ephrat Bloosesky .

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New Pubilc Radio Announcement: 'Blocking' A new public radio announcement aired on Sunsmart® behavior, produced by Gitam BBDO on a voluntary basis. The campaign was launched in radio stations nation-wide, bearing the message: "Sorry, Sun... this summer, we're all going to block you." The campaign calls on the public to implement all of ICA's recommendations for Sunsmart® behavior, including the use of sun block. In addition to the radio, the campaign also launched on digital platforms and on the Russian website, Vesty, calling on the public to get checked during awareness week or during the year. A new Tik Tok campaign warns against a trend of tanning during hours when the radiation index is extremely high. Due to the growing in popularity of this hazardous trend, the ICA published a campaign produced by 'Zivlin Tweens Ltd. – Youth Communication' featuring actress Shiran Sendel on a voluntary basis. In this creative video, the actress illustrates the hazards of tanning during hours with high UVI index by asking: "Is Your Brain Fried?" New Youth Campaign: 'Is Your Brain Fried?' Prostate cancer is the most prevalent cancer disease in men in Israel. As of 2019, 2,493 men were diagnosed with invasive prostate cancer. Most of the morbidity was in Jewish and other men ages 70-74, and in Arab men ages 75 and up. In 2019, 493 men died of the disease. Most of the mortality in Israel was reported in ages 75 and up. Prostate cancer is most prevalent among men over the age of 50, and in 2019, less than 1% of the cases were diagnosed in men under the age of 50. A tumor in the prostate may remain unchanged for a

Among other things, the campaign emphasizes that the UVI index is meant to warn the public from exposure to the sun during these hours, since the sun can cause burns, spots, wrinkles and skin cancer. The video garnered about 2.4 million views, about 20,000 likes and more than 700 comments. 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 4,000 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. long period of time. About a third of the men over 50, and most all of the men over 80 have cancerous cells in their prostate. Prostate cancer usually developed very slowly, therefore, many times, among senior citizens, it does not cause symptoms or require any treatment. However, there are cases where the disease advances rapidly and may spread to other organs in the body (metastases), mostly in the bones, which requires treatment accordingly. As part of the ICA's activity to raise awareness to the topic, a paid article was launched on Ynet, which garnered 24,000 entries.

Prostate Cancer Awareness Day

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Israel Cancer Association // Annual Report 2023

Breast Cancer Awareness Month

In October 2023, the Israel Cancer Association launched Breast Cancer Awareness Month, marking the global fight against breast cancer in Israel and worldwide. Breast cancer is the most prevalent malignant disease among women in Israel. Each year, about 5,500 women are diagnosed with breast cancer in Israel. Moshe Bar Haim , ICA Director General, says that: "Israel is among the leading countries in breast cancer recovery rates in women, thanks to the increase in early detection, as well as the growing public awareness to the disease and to improving treatment methods. The earlier the disease is detected, the recovery rates can reach about 90%. I call on women to continue being aware and getting checked according to their age." 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. 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 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 2023, about 17,000 screening tests were administered across the country. The mobile mammography unit has been operating since 2010 by Assuta Medical Center, servicing members of all HMOs. 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. 'Mammo' Campaign: Mammography at 45 In marking breast cancer awareness month, a new campaign was launched, encouraging women to consider undergoing mammography from the age of 45, per physician consultation. The campaign was initiated and funded by the ICA, thanks to public contributions, and featured on TV, digital platforms, newspapers and radio. The creative campaign was produced by Gitam BBDO on a voluntary basis and its health recommendations are according to the Ministry of Health. These recommendations determine that

alongside the early detection national program of one screening once every two years for women over 50, women who wish to, can take the screening from age 45, after consulting a family physician.

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Awareness Campaign for BRCA Gene Screening for Breast Cancer In marking breast cancer awareness month, a new campaign for raising awareness to detecting BRCA gene mutations in Ashkenazi women. These mutations raise the risk of for ovarian and breast cancer. The campaign launched on social media and was forwarded to clinics and HMOs. 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. The President's Residence 'Illuminated in Pink' In launching breast cancer awareness month, the statue garden at the president's residence was illuminated in pink – an ICA initiative. 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 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.

Health Promotion

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, and are translated into additional languages when necessary. The Health Promotion Array is coordinated by Ira Tolchin, ICA’s Health Promotion Specialist. Lectures on 'Reducing the Risk of Breast Cancer' 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

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Israel Cancer Association // Annual Report 2023

Participation in Conferences and Health Seminars

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 cancer early detection and prevention, and was sent to various organizations and institutions to be presented to their employees. Telemeida ® Hotline Center The Telemeida tele-information hotline, staffed by 12 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. 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.

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.

ICA Information Array

Hotline Assisting Oncology Patients Exercise Their Medical Rights The hotline service provides information and assistance to patients on a range of topics such as exercising rights protected under the National Health Insurance Act, The healthcare Basket of Services, complementary insurance, hospital services, investigation and guidance on obtaining drug approvals, monetary refunds, and more. This service is provided free of charge for all cancer patients in Israel as part of the ICA’s Information Center. Thank you letter (personal details kept by the ICA): Dear Jessica, Firstly, I would like to inform you of the good news I received – I just got a call from the HMO's public complaints office to tell me I am approved for surgery. I truly have no words to thank you, may you be blessed from above, thank you, thank you, thank you. I greatly appreciate your assistance, for without you I probably would not have succeeded, and would have had to fight much harder. Again, thank you so much.

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Information Materials The ICA produces a variety of printed and digital information materials, which are constantly updated. They can be found in the 'publications catalog', which compiles all of ICA's booklets and publications on the various cancer diseases, treatments, side effects, early detection, reduced risk and more. The materials can also be found in Arabic and Russian, as well as on these languages' information pages found on the ICA website. The complimentary materials are also available in medical centers, oncology units, clinics, companies and organizations as well as to those who request them directly. The ICA publications editor, Sharon Weisberg , is responsible for the ongoing updates.

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Israel Cancer Association // Annual Report 2023

Digital Platforms

The ICA places much emphasis on offering extensive support and promoting ICA's messages through the various advanced digital outlets. The department continues to lead the ICA's presence on the web and in social media platforms, expanding the exposure of ICA's activity among the public. The Digital Media

cancer patients warm' project. Digital forms were also upgraded on the website. The website is also available in Arabic, English and Russian.

Department Director is Ziv Douchan . The Israel Cancer Association Digital Assets:

The department runs the ICA's digital assets with emphasis on stylized content and language, and strict information security. ICA website: www.cancer.org.il The ICA website is updated on a daily basis and provides cancer patients, survivors and their families with extensive and reliable information about all aspects of the various cancer disease, treatment modalities and rehabilitation methods, as well as how to maintain a healthy lifestyle during the disease and recovery. The website provides the general population with information on how to reduce the risk of developing cancer, how to lead a healthy lifestyle, as well as information on early detection methods. The website contains 22 professional online forums for the general public on various cancer-related topics, such as cancer diseases, prevention, cancer patients' rights and services, etc. The forums are staffed by top oncology experts in Israel, who volunteer their time with great commitment. This year, we launched new web pages for ICA's various activities: a webpage for the 'Health, First' project, and a webpage for the AI poster design competition. We also upgraded the designated ICA webpages for breast cancer detection and prevention, skin cancer detection and prevention, the Charles Clore Hostel, the mobile mammography unit route, checkup stations on skin cancer awareness week, event registration, booking lectures for workshops, and the 'keeping

AI competition webpage – "Don’t Vape – Create"

Webpage for Health, First Project

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Hebrew-Gregorian Calendar A Hebrew-Gregorian digital calendar designed for the general public which contains all cancer awareness days. "Calendar" is one of the popular search words on the Internet, and our calendar is designed to serve as another platform for exposing the ICA's content

• A commerce site for selling Purim food baskets, event registration and more. The total visits to the ICA web pages reaches about 2.5 million visits each year. Digital Assets – Social Networks ICA Facebook page: “Israel Cancer Association – for a Healthy Life” The ICA Facebook page boasts extensive activity, with about 73,000 followers. The page serves as a platform to convey ICA's messages on cancer prevention and healthy lifestyle, promote ICA events, provide information and answer visitors’ questions. The ICA also has Facebook pages for its various branches, which are run by the branch itself in collaboration with the department. Those branches include Netanya, Holon, Nof Hagalil and more. This year, the focus was on using videos (produced in collaboration with the public information department) and sharing personal stories, which garnered many views and feedback.

to the public and fundraising: http://calendar.cancer.org.il

Additional Assets • An ICA donation page with emphasis on the donor's user experience, featuring many convenient payment options such as credit cards, digital wallets, PayPal and more. This year, we also added the option to join the 'Small Change, Great Impact' initiative. The donation page has been upgraded this year with new developments to make it easier for the donor and the ICA to forward and receive donations.

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Israel Cancer Association // Annual Report 2023

Services to the various ICA departments

ICA YouTube channel Dozens of new videos were added to the channel, with a total of over 3 million views this year. ICA Tik-Tok page The ICA continued its activity on Tik-Tok in order to convey messages focusing on youth as well as for the general public. Our videos focusing on promoting a healthy lifestyle, Sunsmart® behavior and anti-smoking messages garnered over 5 million views. The total views of videos uploaded by the ICA and by Tik Tok users reached over 42 million views. ICA Instagram page: Israel_Cancer_Association The ICA Instagram page incorporates content along with videos and photos aimed at exposing young app users to the ICA’s extensive activity and its messages focusing on health lifestyle, Sunsmart® behavior, smoking prevention and more. ICA Twitter page: @cancer_org_il We launched a new Twitter page conveying ICA's messages. Fundraising The ICA is engaged in fundraising on a regular basis as part of an organized annual plan that includes newsletters targeted at relevant audiences, data analysis, upgrades of donation pages, mapping and recruiting audiences and more.

The digital department helps in publishing organic and paid campaigns on social media based on the needs of the various departments, sending targeted newsletters to various audiences, helping conduct online seminar days, recruiting employees and volunteers, publishing activities at ICA branches, specifying a new questionnaire on colorectal cancer, mind body activity on zoom and more. Use of IA This year, we began to use AI for ongoing projects, creating photos, texts and even work plans.

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