About Radiation Oncology: Targeting Cancer
Managed by the Royal Australian and New Zealand College of Radiologists, in Feb 2013, the Radiation Oncology Campaign was approved by the Council of the Faculty of Radiation Oncology (FRO) to raise the profile of Radiation Oncology as a treatment option.
Radiation Oncology: Targeting Cancer Description
Radiation Oncology Campaign
Radiation therapy is an essential component of cancer care which can be used to treat most cancers, currently contributing towards 40% of cancer cures. It is estimated that one in two cancer patients could benefit from radiation therapy, yet the actual utilisation rate of this cancer treatment modality in Australia and New Zealand has not reached this desired level. One reason for this less-than-optimal utilisation rate is the low profile of radiation therapy.
Upon the urging of consumer representatives, in February 2013 the Council of the Faculty of Radiation Oncology (FRO) approved the concept of a radiation oncology communications campaign – to deliver the key message that radiation therapy is a cost-effective modality for cancer treatment, and thus raise the profile of radiation oncology.
The FRO appointed a creative communications agency that is experienced and well-connected in healthcare and not-for-profit environments, to develop and manage the campaign, which has been titled “Radiation Oncology: Targeting Cancer”.
The key objectives of the campaign – relative to both Australia and New Zealand – are to:
1. Increase consumers’ recognition of radiation therapy as a treatment option, to improve the likelihood of greater utilisation
2. Promote the importance that funding for services and workforce is maintained
3. Enable closer consultation with stakeholders and consumers.
The first phase of the campaign, which commenced in May this year, involves the development of:
• A campaign proposition, brand and visual style
• A consumer focused website – providing a central hub explaining the value of radiation therapy
• Advocate support videos (for the website) – explaining the value of radiation therapy.
The campaign website is expected to be launched at the end of August 2013.
The second phase of the campaign, to be conducted in the last quarter of 2013 and the first quarter of 2014, involves public relations and client management services, such as:
• Campaign key messages and storylines for media releases
• Potential collaboration with clinical groups and other stakeholders in the sector (e. g. joint media statements, sharing links, support videos, etc. )
• Seeking participation in the campaign by State and Federal Members of Parliament.
The communications campaign also complements the “A Career in Radiation Oncology” project, which aims to raise the profile of radiation oncology and improve the calibre of candidates attracted to the three professions (i. e. radiation oncologists, radiation therapists and radiation oncology medical physicists). “A Career in Radiation Oncology” is a collaborative effort by the Radiation Oncology Tripartite Committee, funded through the Better Access to Radiation Oncology (BARO) Program by the Department of Health and Ageing, and managed by Ms Mel Grand.
The FRO believes that the “Radiation Oncology: Targeting Cancer” campaign will increase consumer awareness and understanding of radiation therapy as a treatment option for cancer, which should contribute towards reaching optimal utilisation rates in years to come.
If you wish to become involved in the “Radiation Oncology: Targeting Cancer” campaign, or if have any comments or suggestions for raising the profile of radiation oncology, please contact the FRO office at faculty@ranzcr. edu. au or + 61 2 9268 9736.
Reviews
It's World Head and Neck Cancer Day next Friday so we thought we would highlight the stories of our terrific #TargetingCancer ambassador Julie McCrossin in the run-up to the big day. We're sure that every cancer patient will find her story inspiring! #radiationtherapy
REMINDER: The Targeting Cancer fun run is taking place as part of this year's RANZCR ASM in Canberra. The more participants, the merrier! More details here: https://bit.ly/2Jz8n0p #radiationtherapy
The value of #radiationtherapy in the potential treatment for Follicular Lymphoma has been underlined by this fascinating new study: https://bit.ly/2L9i2R3
This looks terrific! A FREE online course aimed at helping raise awareness about radiation oncology. Featuring input from international experts and #TargetingCancer! More details here: https://bit.ly/2uQoEJ5
ICYMI: July is Sarcoma Awareness Month, raising awareness of rare cancers. Do you know that #radiationtherapy and surgery can work together to cure cancers and help save lives? Visit www.targetingcancer.com.au for full information!
ICYMI: How does radiation therapy work? Hopefully this fun video from the #TargetingCancer team sheds a bit more light. Please share and help save lives and raise awareness of #radiationtherapy!
A vital initiative at Sydney's Westmead Hospital is underlining the importance of health and fitness in cancer treatment and recovery. Well done to all involved! More info here: goo.gl/FtquAR
Please help us share the message about #radiationtherapy and how it can treat cancer! Visit www.targetingcancer.com.au for all the information you need! More information here: goo.gl/otMfyV
Check out this fascinating study of how #radiationtherapy is utilised in parts of the world. Lots of work being done, lots more to do: goo.gl/JnbxA6
A big 'THANK YOU' for everyone who has helped promote the #TargetingCancer message so far. Your help has been really appreciated. Please continue to share posts and raise awareness of #radiationtherapy and all treatment options for cancer patients. Thank you again! www.targetingcancer.com.au
What exactly is Brachytherapy treatment? How can it help treat cancer? How does it work? Read more courtesy www.targetingcancer.com.au here: goo.gl/V2EEvR #radiationtherapy
The leaders of Australia's largest prostate cancer support group are highlighting the importance of men knowing all their treatment options before deciding on the right course of action for them. Read more here: goo.gl/xsytLQ
WATCH: Click below to watch the fascinating video with Targeting Cancer ambassador Julie McCrossin which shows how the immobilisation mask helped her receive vital #radiationtherapy treatment for head and neck cancer. Visit www.targetingcancer.com.au for loads more information on how radiation therapy can help treat cancer.
It was great to hear #TargetingCancer Clinical Lead A/Prof Sandra Turner discussing the vital issue of prostate cancer patients being aware of all treatment options with Paul Turton on ABC Radio Newcastle this week. So important to get the message out there! Listen/read more here: goo.gl/7fbBVt
Are you or someone you know unsure about #radiationtherapy and how it can help treat cancer? This guide courtesy www.targetingcancer.com.au aims to help answer any questions. Please share with anyone who needs correct information: goo.gl/h9eb4S #TargetingCancer
Thank you to everyone who supported the wonderful beanie day at Blacktown Cancer and Haematology Centre. A great way to raise awareness of #TargetingCancer! Hope everyone involved had a terrific day!
LISTEN: Check out this terrific interview by Annie Gaffney from ABC Sunshine Coast and prostate cancer patient Alan Keetley. A brilliant discussion of how prostate cancer affects patients, available treatments and support outlets for anyone affected! Click here and scroll through to approx 67 minutes: https://ab.co/2MGkZEM
ICYMI: July is Sarcoma Awareness Month, raising knowledge of rare cancers which affect millions of people worldwide every year. The #TargetingCancer website has plenty of great information to help patients learn more: goo.gl/8HUYiS
Great to see fantastic developments in #radiationtherapy treatment taking place across the world - and a great effort by all the fundraisers too! More information here: goo.gl/ho5n7v
There are many myths and misconceptions about #radiationtherapy, also known as #radiotherapy, often leaving #cancer patients and their family members unsure about what to anticipate during their treatment course. Cancer Council Australia Australian Society of Medical Imaging and Radiation Therapy Australasian College of Physical Scientists & Engineers in Medicine The Royal Australian and New Zealand College of Radiologists Read this blog to learn 5 things to expect and ways to prepare for your radiation therapy https://www.targetingcancer.com.au/…/5- things-to-expect-an…/
Exellent.
Exellent.