World Cancer Day – Liberty Medical Scheme, joining forces against cancer
Actively working to discpel the myths and misconceptions surrounding cancer, Liberty Medical Scheme (LMS) firmly subscribes to the 2013 World Cancer Day campaign of the International Union of Cancer Control (UICC). This year, the focus is on Target Five of its World Cancer Declaration: to improve general knowledge and dismiss any misconceptions surrounding the disease.
The 11 World Cancer Declaration targets provide the strategic direction for the World Cancer Day campaign. In 2008, the UICC developed the World Cancer Declaration as a tool to help bring the growing cancer crisis to the attention of government leaders and health policymakers.
The 11 Declaration targets, designed to significantly reduce the global cancer burden by 2020, have served as the basis for UICC recommendations to the World Health Organisation (WHO). With nearly 600 000 signatories, the Declaration has also been instrumental in generating political will for cancer control targets, both at UN and grassroots levels.
The four myths at the centre of the 2013 World Cancer Day campaign are:
- Cancer is just a health issue
- Cancer is a disease of the wealthy, elderly and of developed countries
- Cancer is a death sentence
- Cancer is my fate
“Many people continue to think of cancer as simply a health issue, but this is not true. Research shows that up to 40% of all cancers are linked to lifestyle factors and can be prevented by not using tobacco products, by eating high fibre and low fat foods, drinking water, getting plenty of exercise and watching your weight,” says Andrew Edwards, Executive Principal Officer for Liberty Medical Scheme.
He points out that obesity, for example, enhances the incidence of breast and colon cancer, while smoking is responsible for more than 90% of all lung cancers.
At the same time, cancer certainly need not be a death sentence. New medicines and technological advances are increasingly helping to successfully treat and manage the disease, adds Edwards.
The growing prevalence of cancer in developing countries, among all age groups and in every social group, also disproves the myth that it is a disease of the wealthy, elderly and of developed countries. “Cancer knows neither colour nor creed. In fact, far from being ‘my fate’, cancer can strike anybody, at any place and time,” says Edwards.
In light of a recent study published by the medical journal Lancet, which predicts a 78% increase in the number of cancer cases in South Africa by 2030, knowledge about the disease, as well as consumer empowerment to pro-actively manage it, is critical. “Bearing in mind that one in four individuals may be affected by the disease during their lifetime, the power of knowledge when it comes to risk reduction, prevention and early detection, is self-evident,” says Edwards.
Furthermore, Edwards says, studies have found that women diagnosed with Stage 1 breast cancer have an 88% chance of recovery. “Regular self-examination and mammograms can play a key role in the early detection and appropriate treatment of breast cancer, thus effectively managing the disease.
“To this end, LMS offers a comprehensive oncology programme for all members. The benefits available for chemotherapy, radiation, specialised drugs and associated oncology costs are determined by the member’s option. LMS has contracted the ICON Oncology Network to provide quality, cost-effective treatment to members who are registered on the oncology programme.”
Over the past three years, LMS has also been a proud supporter and partner in the M-Net Cares ‘Drive for a Cause’ campaign, in aid of health and education.
“As cancer kills more than seven million people a year throughout the world. This is more than HIV/AIDS, tuberculosis, and malaria combined (African countries, including South Africa, carry a large part of the burden). LMS is a committed partner of the PinkDrive effort to improve breast cancer awareness and education across South Africa, and especially in remote communities that do not have access to information on breast health,” Edwards adds.
Equally important in the fight against cancer is a balanced lifestyle, stresses Edwards. “Cansa’s prevention and early detection programmes and campaigns, which are all underpinned by research, promote a balanced diet and pa balanced lifestyle that includes regular exercise, not smoking, avoiding excessive sun exposure, regular self-examinations and check-ups,” Edwards says.
Research also shows that up to 90% of cancers are caused by environmental factors, such as exposure to environmental carcinogens, including chemicals, viruses, bacteria and UV light. Consumers should familiarise themselves of their potential danger and avoid these at all costs. “While many younger South Africans love to sport a sun-tanned body, prolonged exposure to the sun causes irreparable harm to the skin, often causing skin cancer later in life. So once again, the proven adage that prevention is better than cure should be heeded from an early age,” says Edwards.
“By joining forces to combat cancer through knowledge, prevention and cure, we can go a long way to containing a disease that is widely regarded as a scourge of our time,” concludes Edwards.
