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Cancer Institute NSW has been nominated as a finalist for the 2024 Annual NSW Health Awards

Cancer Institute NSW/Campaign Brief

Oct 24, 2024, 11:36

Cancer Institute NSW has been nominated as a finalist for the 2024 Annual NSW Health Awards

Cancer Institute NSW posted on LinkedIn:

“We are honoured to be nominated as a finalist for the 2024 Annual NSW Health Awards!

Cancer Institute NSW ‘If You Could See UV’ Skin Cancer Prevention Behaviour Change Campaign has been nominated for the Keeping People Healthy Award – recognising innovative programs that improve public health.

Cancer Institute NSW delivered a behaviour change campaign to motivate this hard-to-reach group to protect their skin from ultraviolet (UV) radiation. Guided by audience research, the campaign transformed UV radiation into a tangible and ever-present threat – millions of arrows descending from the sky. The campaign centred around the key message: ‘If You Could See UV, you would protect your skin’.

Congratulations to all of our staff involved!

Find out more about Cancer Institute NSW ‘If You Could See UV’ Skin Cancer Prevention Behaviour Change Campaign and the nomination.”

Video attached to the post.

Tracey O’Brien shared this post on Linkedin adding:

“The NSW Health Awards are on tomorrow night. A big shout out and best of luck to all nominees across the various categories. A special shout out and fingers crossed for the Cancer Institute NSW , Social Marketing and Campaigns Team, led by Matt Clarke who are a finalists in the Keeping People Healthy category for their work on skin cancer prevention and the ‘If you could see UV’ behaviour change campaign. Independent evaluation has demonstrated strong penetration and intent to change behaviour with the target youth/young adult audience with a cost benefit analysis estimating a return of $16.30 for every $1 spent.”

Dr. Tracey O’Brien is the NSW Chief Cancer Officer and CEO of the Cancer Institute NSW, Australia. Before her current role, Tracey was Director of the Kids Cancer Centre, Sydney Children’s Hospital, and Director of the Transplant and Cellular Therapy Program. Tracey has held numerous high-profile national and international leadership positions, including Advisory Chair, Cancer Australia; V/Chair (Africa, Asia and Australasia) International Centre for Bone Marrow Transplant Research and V/President of the Australian and New Zealand Children’s Oncology Group.

In recognition of her exceptional contributions, Tracey was profiled in 2023 as one of the world’s foremost women in paediatric cancer by the International Society of Paediatric Oncology. In 2019 Tracey was named in the Australian Financial Review’s prestigious Top 10 Women of Influence, winning the Innovation category. In addition to her medical expertise, Tracey has a Master of Law (Health) and executive MBA and serves as a conjoint Professor in Clinical Medicine (UNSW) and Honorary Professor in Science and Engineering (Macquarie University). Dr. O’Brien remains committed to mentoring the next generation of clinician leaders and maintains an active clinical practice in cancer survivorship at Sydney Children’s Hospital.