On this World Cancer Day, February 4, the European Union-funded iBeChange project is issuing an urgent call for action to accelerate the fight against cancer.

Backed by the Horizon Europe research and innovation program, the project is unveiling two groundbreaking white papers:

 1.) "Governance Model for Big Data and Behavioural

               Change in EU Health Policymaking”

 2.) “Policy Report on Prevention Strategies”

These reports highlight the transformative role of behaviour change interventions (BCIs) in cancer prevention, using cutting-edge digital tools, artificial intelligence, and behavioural science to empower individuals and health systems.

By addressing psychosocial and lifestyle risk factors, iBeChange lays the foundation for scalable, equitable, and impactful public health interventions.

The Time to Act is Now

The need for bold action has never been greater.

By 2030, Europe’s cancer burden is expected to rise by over 24%, with millions of preventable cases driven by modifiable behaviours.

While nearly half of cancers can be avoided through prevention, fragmented health policies, insufficient collaboration, and poor health literacy continue to impede progress.

Professor Gabriella Pravettoni, Full Professor of Psychology at the University of Milan, highlights the critical policy connections:

"Behavioural science offers us a unique opportunity to address cancer at its roots. By embedding evidence-based strategies into public health policies, we can empower individuals to make informed choices, reduce health disparities, and create environments conducive to sustainable prevention. The iBeChange project is a testament to the EU’s commitment to transforming prevention into a collective societal priority."

Marianna Masiero, Associate Professor at the Department of Oncology and Hematology-Oncology, University of Milan, and Chiara Marzorati, Researcher at the European Institute of Oncology, emphasise the collaborative innovation:

"Preventing cancer requires a multifaceted approach that integrates psychological, environmental, and technological insights. Through iBeChange, we are demonstrating how tailored interventions can drive long-term behavioural changes, addressing both individual and systemic factors. By combining innovation with collaboration, we have the potential to redefine how Europe tackles cancer prevention and control."

Denis Horgan, Executive Director of the European Alliance for Personalised Medicine (EAPM), underscores the urgency:

"The science is clear: we have the tools to prevent many cancers. But the success of these initiatives relies on political will, sustained investment, and collaboration across sectors. The EU must continue to champion projects like iBeChange to realise its vision of equitable healthcare for all."

EU Leadership and Continued Support Are Essential

The iBeChange white papers present actionable recommendations to strengthen Europe’s Beating Cancer Plan and align with broader EU goals, such as the European Green Deal.

By improving health literacy, fostering collaboration across sectors, and leveraging digital innovation, these strategies can reduce the cancer burden while promoting sustainable, healthy environments.

A Collaborative Future

The iBeChange initiative exemplifies the power of cross-European collaboration.

With contributions from leading research institutions, it bridges the gap between health systems, policymakers, and citizens, ensuring evidence-based strategies are tailored to diverse populations.

Policymakers are urged to prioritise:

• Sustained funding for behavioural science-based cancer prevention.
• Legislative support for cross-border data-sharing frameworks.
• Integration of BCIs into national health systems and public health campaigns.

Upcoming Opportunities and Public Engagement

On this World Cancer Day, iBeChange invites stakeholders and citizens to join the mission to combat cancer. Stay informed and engage with iBeChange’s ongoing initiatives via social media links.

Future opportunities include:

• A stakeholder roundtable to discuss the findings of the white papers.
• Pilot initiatives across Europe to test and refine prevention strategies.

Call to Action

Delaying action risks preventable cancers and unnecessary suffering. The time to act is now.

With political will, investment, and a commitment to collaboration, Europe can lead the way in transforming cancer prevention and reducing health disparities.

Access the white papers here:

• Governance Model for Big Data and Behavioural Change in EU Health Policymaking
• Policy Report on Prevention Strategies

Source: iBeChange