Back on the Books

Early detection saves lives, and the earlier the cancer is detected, the more options you may have for treatment and the better chances are for survival. In the first months of the COVID-19 pandemic in 2020, businesses were forced to close, medical offices canceled procedures and millions of Americans had to stay home. The Prevent Cancer Foundation recognized that screening and vaccination rates would be affected, and we anticipated a future cancer crisis of missed and late-stage diagnoses with poorer prognoses.

To preempt this crisis, in May 2020, we launched “Back on the Books,” our integrated public awareness campaign encouraging people to schedule or reschedule their routine health screenings (e.g., mammograms, Pap tests, colorectal cancer screenings, lung cancer screenings, skin checks and dental appointments) and human papillomavirus (HPV) vaccinations for kids. Since the campaign’s inception, we have conducted seven surveys about routine health appointments and screenings to shape the campaign’s messaging and track our impact.

In 2022, we expanded our reach by offering the convenience and utility of scheduling your cancer screenings through our cause marketing partnership with Zocdoc. The campaign has delivered 431 million in earned media impressions, over 100,000 direct clicks to website and 9 million digital and social media impressions.