European cancer organisation

Creation and activation of a COVID-19 cancer recovery campaign

During the COVID-19 pandemic, the European Cancer Organisation (ECO) saw a sharp drop in cancer screening, diagnosis, and treatment – a serious threat to public health across Europe. In response, ECO launched a dedicated network to address the impact of COVID on cancer care, supported by a seven-point recovery plan. A public-facing campaign was critical to rebuild trust in healthcare systems, encourage timely medical engagement, and support national efforts to reconnect with at-risk groups.

Grounded in research, the campaign directly addressed the fear and uncertainty that had led to delays in cancer checks. The team created flexible, reassuring messaging with a consistent tone across languages and regions. It emphasised the safety and availability of cancer services and the urgency of attending screenings and appointments.

A bold visual identity and messaging system were developed for cross-platform use. The central message – ‘Don’t let COVID stop you from tackling cancer’ – was paired with a powerful call to action: ‘Time to Act’. Clear, optimistic illustrations helped convey safety and care. A comprehensive campaign toolkit enabled easy local adaptation, including social media graphics, web banners, and poster templates.

Adopted by member organisations across Europe, the campaign aligned with ECO’s wider advocacy goals. It reinforced the life-saving importance of early diagnosis and helped ensure that cancer care remained a priority – supporting ECO’s mission to reduce preventable deaths and restore continuity of care post-pandemic.