Fear? No. A Positive Call to Action Instead

Every year, around 27,000 people die from cancer in the Czech Republic. Yet many of these cases could be prevented through early detection. So why do people skip screening? The main reasons are lack of awareness, the absence of symptoms, and, above all, fear of the examination itself.

Client:Ústav zdravotnických informací a statistiky České republiky
Year:4/2026
Categories:
- Public sector
Awards:
Direct Impact Czech – bronze

Our mission was clear: show people that cancer screening isn't something to fear. The primary objective was to increase participation in three national early cancer detection programmes – colorectal, lung and prostate cancer screening – among adults aged 50–74, particularly those who had never been screened before.

As a secondary objective, the campaign also supported breast and cervical cancer screening by reinforcing the perceived importance of regular mammograms and routine gynaecological check-ups.

Services:

Photo production
Video production

A White T-Shirt as a Symbol of Courage

Instead of focusing on the consequences of skipping prevention, we approached the topic from a different angle – with a positive call to action: "Turn Your Back on Cancer." The campaign's central symbol became a simple white T-shirt featuring the campaign message. We used it consistently across digital, traditional, and offline channels. On the back of each T-shirt, we placed authentic messages from people who had already undergone screening, sharing real stories with positive outcomes. The campaign launched through digital media and PR, where we targeted individual screening programmes and their specific audiences. This was followed by a TV commercial and print campaign bringing all screening programmes together under one unified message. Across every channel, we emphasised how simple and accessible cancer screening is and most importantly that early detection significantly increases the chances of successful treatment.

Raising Awareness Through a TV Campaign Featuring Saša Rašilov

As part of the campaign, we produced a hero TV commercial that was later adapted into shorter social media versions tailored to each screening programme. Communicating several different screening programmes in just 20 seconds seemed almost impossible but the simplicity of the T-shirt message made it work. The commercial featured Czech actor Saša Rašilov while music by Moby added an emotional dimension to the story.

Influencers, Brands, Institutions and the Public Joined the Movement

The campaign's greatest strength was how easy it was to participate. Influencers, public figures (including Saša Rašilov) and companies such as TETA, Tesco and RE/MAX wore the campaign T-shirt and shared its message. Public institutions, employers and hundreds of ordinary people amplified the campaign through their own social media channels. The T-shirts and campaign materials also appeared directly in doctors' offices and waiting rooms where people could immediately ask about screening or book an appointment.

Results That Exceeded Expectations

Behavioural change was measured through research conducted among the target audience and compared with a baseline study carried out before the campaign. The results exceeded both our expectations and those of the client.

Increase in declared willingness to participate in the primary screening programmes

from 63% to 75%

Colorectal cancer screening

from 15% to 25%

Lung cancer screening

from 22% to 34%

Prostate cancer screening

Increased willingness among people who had never been screened before

from 51% to 59%

Colorectal cancer screening

from 51% to 73%

Prostate cancer screening

Positive Communication Inspired Positive Action

The campaign wasn't only about impressive numbers. „Turn Your Back on Cancer“ proved that even a highly sensitive topic such as cancer prevention can be communicated in a positive and empowering way – one that genuinely resonates with people and motivates them to take action.