Can you encourage cancer screening without relying on fear? Yes. In fact, removing fear can make health communication more effective. That was the main challenge behind Ukaž rakovině záda (Show Cancer Your Back), a nationwide public health campaign developed by Media Age for Národní screeningové centrum (National Screening Centre).
The campaign promoted five national cancer screening programmes designed to detect cancer at an early stage, when treatment is most effective. Its goal was not only to increase participation in preventive screenings but also to reduce the psychological barriers that often prevent people from booking an examination.
The biggest challenge was not a lack of information. Most people know that preventive screening exists. What often stops them is something else: fear of the result, common misconceptions, uncertainty, or simply the tendency to postpone something that feels uncomfortable.
Instead of reinforcing those emotions, we chose a different approach. Our message was simple: Show Cancer Your Back.
Why We Chose Positive Framing Instead of Fear
Fear has long been a common tool in public health communication. Many awareness campaigns rely on alarming statistics, graphic imagery or negative consequences to encourage behavioural change.
While these approaches can attract attention, they do not always motivate action.
Cancer screening is a particularly good example.
For many people, the biggest obstacle is already the fear of discovering bad news. If communication adds another layer of anxiety, it may reinforce avoidance instead of encouraging participation.
That insight shaped our communication strategy.
Rather than asking people to fear cancer, we wanted them to feel confident about taking preventive action.
The campaign therefore focused on four communication principles:
reducing psychological barriers
using simple and accessible language
motivating people to take action instead of creating anxiety
presenting screening as a normal, manageable part of preventive healthcare
To support this message visually, we created a simple campaign symbol: a white T-shirt with the words Show Cancer Your Back printed across the back.
The concept proved flexible enough to unify communication across television, digital advertising, social media, influencer collaborations and public engagement activities while remaining instantly recognisable.
Communicating Five Different Screening Programmes with One Simple Idea
One of the campaign's biggest communication challenges was complexity.
The campaign promoted five different national screening programmes, each with its own target audience, eligibility criteria, medical process and health benefits. Trying to explain every programme at once would have overwhelmed audiences with information.
Instead, we built the communication around one clear creative principle:
One memorable message + one recognisable visual symbol.
The creative platform could easily be adapted across multiple channels, including:
a 20-second television commercial
short social media videos
reels
educational static posts
influencer collaborations
public participation activities
The result was a communication system that remained consistent regardless of the platform while allowing each format to provide additional information where appropriate. Simple communication does not mean reducing the importance of a health issue. It means making the first step easier for people to take.
Why Authentic Experiences Matter in Health Communication
The campaign also featured stories from people who had undergone cancer screening themselves.
In health communication, real-life experiences can play a powerful role in building trust, reducing anxiety and helping to normalise preventive screening.
Rather than relying solely on institutional messaging, we shared simple, authentic stories from people who demonstrated that screening is often much easier than many expect.
The goal was never to downplay the seriousness of cancer. Instead, we wanted to make the topic more relatable – helping people see that preventive screening is relevant to them and giving them the confidence to take that first step.
Delivering a Clear Message in Just 20 Seconds
The campaign's television commercial, featuring Czech actor Saša Rašilov, had only 20 seconds to capture attention, explain the campaign's idea, create an emotional connection and communicate the value of cancer screening.
The simplicity of the campaign's core message made that possible. Instead of trying to explain every screening programme, the commercial focused on one memorable call to action that encouraged viewers to take the next step.
The soundtrack featured music by Moby, licensed through his publicly available music library. It gave the commercial a contemporary, authentic feel without relying on unnecessary drama or emotional manipulation.
Extending the Campaign Through Social Media and Influencer Marketing
Social media and influencer marketing played a key role in expanding the campaign's reach and engaging a broader audience.
The campaign included shortened versions of the TV commercial, educational social media posts explaining the different screening programmes, short-form videos featuring doctors' advice, and authentic stories from people who had already undergone cancer screening.
Making participation simple was an important part of the campaign strategy. Influencers, public figures, companies and members of the public were invited to wear the campaign T-shirt and symbolically show cancer their back, demonstrating their support for preventive screening.
This easy and accessible form of participation helped bring a sensitive health topic into the public conversation in a far more natural way than traditional institutional communication alone could have achieved.
Campaign Results
The campaign contributed to increased participation in colorectal, lung and prostate cancer screening programmes.
However, the campaign's success cannot be measured by participation rates alone. It demonstrated that even highly sensitive health topics can be communicated in a way that is clear, approachable and motivating.
A detailed breakdown of the campaign's performance and measurable outcomes is available in our dedicated case study.
Frequently Asked Questions About Health Communication Campaigns
How can you promote cancer screening without using fear?
The key is to understand the real barriers that prevent people from taking action. Instead of focusing on frightening consequences, effective health communication should reduce anxiety, build confidence and offer a clear reason to act. In the Show Cancer Your Back campaign, we replaced fear-based messaging with positive framing and a memorable visual symbol.
Why isn't providing information alone enough?
Knowledge rarely changes behaviour on its own. Even when people understand the benefits of screening, fear, uncertainty or perceived complexity may still prevent them from booking an appointment. Effective communication must therefore do more than educate – it must reduce psychological barriers and make action feel achievable.
How do you simplify communication for multiple screening programmes?
A strong unifying creative idea makes complex communication easier to understand. In our campaign, a single message combined with a distinctive visual symbol created a consistent communication platform that worked across television, digital advertising, social media, influencer marketing and public engagement.
What role can influencers play in public health campaigns?
When used authentically, influencers and public figures can make important health topics feel more relatable and accessible. Their role should go beyond extending media reach – they should help build trust, encourage conversation and demonstrate positive behaviour in a credible way.
Key Takeaways
The Show Cancer Your Back campaign demonstrated that even highly sensitive health topics can be communicated without relying on fear.
By combining positive framing, authentic personal experiences, a recognisable public figure, social media engagement and a simple creative concept, the campaign made cancer screening feel more approachable and encouraged people to take meaningful action.
If you're planning a campaign designed to change attitudes or behaviours, we'd love to help. At Media Age, we combine research, strategy, creativity and media expertise to create communication that delivers measurable impact.
About Media Age
Media Age is a full-service advertising, marketing and communications agency based in Brno, Czech Republic. Since 2005, we have helped organisations across the commercial and public sectors connect data, strategy, creativity, media planning and campaign execution to create communication that delivers real results.
