EUROMELANOMA 2014 + 2015 Public Awareness Campaigns Véronique del Marmol - MD, PhD Head dpt Dermatology Hop Erasme Université Libre de Bruxelles Chair Euromelanoma Europe About Euromelanoma • Euromelanoma exists to promote and share information on skin cancer prevention, early diagnosis and treatment • Since our initiation in Belgium in 1999, our campaigning has now spread to 33 countries across Europe • It is led by a network of European dermatologists who generously serve this cause for free. Our work is made possible through the kind support of the healthcare industry • Our primary focus is on raising public awareness and education on skin cancer related issues, but Euromelanoma also (through centralised gathering of clinical data) produces associated publications to share knowledge and best practices amongst skin cancer professionals The impact of Euromelanoma • The Euromelanoma website has received over one million visitors since the campaign started. With over 50,000 unique visitors each month, www.euromelanoma.org has become a valuable source of information for the public on skin cancer prevention and treatment • Since the Euromelanoma was founded in 1999, our network of dermatologists have screened over 450,000 Europeans for skin cancer amongst the European public, no doubt saving countless lives. • A survey performed within the Euromelanoma network has shown that our campaigning has: – – – – Increased public awareness of skin cancer, skin cancer risks and preventive measures Improved the demand for skin examination, leading to increased presentation of skin tumors in early or even pre-malignant stages Generated extensive media coverage of the campaign and increased penetration of the preventive message amongst our target populations Improved interdisciplinary cooperation (amongst dermatologists, oncologists, plastic surgeons) Our Campaign for 2014 The patient experience Every patient is different, but the journey to learning more about skin cancer usually involves the same four fundamental questions. A new perspective on an old problem We can redefine the patient journey into four key stages: Understanding patient denial Subjective perception The way an individual subjectively perceives the risk of cancer happening corresponds only approximately to the real risk. Cancer can be a death threat – it is a fundamental trauma. 2014 campaign A survey on delay: 450 European dermatolgists • Only 1 in 5 people know the signs of skin cancer • Over 77% of dermatologists observed their patients delay seeking professional advice even after spotting the signs of skin cancer (two thirds of patients delay seeing a doctor for more than three months) • Doctors believe 37% of patients who delay through denial would see an increase in life expectancy of between one and five years, and more than half would see an increase of over five years. • Men over the age of 50 are the most likely group to exhibit patient denial. Euromelanoma Press release 2014 Our Campaign for 2015 Euromelanoma Campaign 2015 This year’s campaign builds on 2014’s, focusing on another aspect of the final stages of the patient journey. Once we have overcome patient denial, we need to reduce other factors that cause patient delay. Cancer research carried out as part of the UK’s NAEDI (National Awareness and Early Diagnosis Initiative) showed that delayed presentation by patients is caused by a wide variety of reasons, including: I’ll wait and see if it goes away I’ll manage it myself I don’t want to waste anybody’s time It’s nothing serious I’m too busy We are trying to overcome these reasons to prevent deadly delay. That is the basis of our campaign this year. Euromelanoma Campaign 2015 Our campaign focus is to: Reduce delayed diagnosis. (and in particular, delayed presentation) To achieve this, our campaign objectives are: • • • • Underline the seriousness of skin cancer and its increasing incidence Promote urgency of presentation Improve perceived access by bringing patients and doctors closer together Give reassurance that early diagnosis leads to positive outcomes Campaign Message Campaign Materials We have created a suite of creative materials to support this year’s campaign. These include a series of distinct poster designs, a patient leaflet, some web banner ads and a full campaign toolkit; which you can see over the next few slides. Of course, as ever, these materials are only intended as a starting point. They are designed to support and supplement local activities. Additional Posters Campaign Leaflet A double-sided 8-section leaflet containing detailed information about the campaign. Toolkit Each Euromelanoma country chair will be provided with a full toolkit of materials to help generate maximum impact in 2015. This will include: Poster Leaflet Microsite Media documents All country chairs have been invited to a workshop in Brussels on 3rd November, where the new campaign will be fully introduced and best practice and experience can be shared with support and advice on running local campaigns. Thank you.