It's first campaign aims to disrupt the thinking of communities from Monday, 27 October to Friday, 31 October. This multi-channel initiative, which is a campaign created by ad agency TBWA\Coastal's creative team, is spearheaded by a collaboration between Campaigning for Cancer and the Daily Sun, local health departments, and community partners, says the organisation.

The campaign aims to "Shine the Sun on Cancer Myths" aims to empower individuals, families and communities to speak openly about cancer, debunk myths and support survivors without fear or discrimination, adds the organisation.

"For too long, myths and stigma have kept people silent, afraid and untreated," says Lauren Pretorius, CEO of Campaigning for Cancer. "Cancer is not a curse. It's not contagious. And it's not a death sentence. Our campaign uses South African humour, truth, a bit of shock-tactics and storytelling to give people the facts — and the power to act."

Disruptive Myth-Busting Activation

As part of the campaign, The Daily Sun makes a comeback with a limited print edition — featuring tabloid-style headlines that aim to grab attention, but inside, each story debunks a common cancer myth with truth and empathy, says the organisation.

The newspaper and its digital channels shares five myth-busting articles and videos across WhatsApp, Facebook, Instagram, X and IG, aiming to reach millions of South Africans in the language, style and tone they know and trust, adds the organisation.

The Activation Will Also Include:

  • Community newspaper stands and pop-up activations at taxi ranks, spaza shops and township hubs.
  • Vox pop videos: "Is cancer a curse or a disease?" featuring community voices and nurses debunking myths.
  • WhatsApp polls and interactive social media challenges encouraging South Africans to share their own myth-busting headlines.

In addition, there are street pole ads, sponsored by Adreach — which will be well remembered by fans of the Daily Sun.

Call to Action: Get Involved

At Community Level:

  • Share Their Stories: Inviting survivors, family members and community members to submit their experiences of stigma via the campaign social media, and you can WhatsApp the organisation on 082 224 4224, or at local community activations.
  • Download Free Myth-Busting Materials: Posters, factsheets and social media graphics that can be distributed at schools, churches, workplaces and online to educate others.
  • Participate in Local Events: Engage in myth-busting activations, health fairs, or community dialogues facilitated by campaign ambassadors and health workers.

At Corporate Level:

  • Partner with Campaigning for Cancer to sponsor awareness activations, support workplace cancer education, or align CSI projects with the anti-stigma campaign.
  • Share our digital toolkit internally to educate staff and communities.

For more information, visit www.campaign4cancer.co.za. You can also follow Campaigning for Cancer on Facebook, X.

*Image courtesy of contributor