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. 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.
