Israel Cancer Association - Annual Report 2023

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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