In Poland, over 8,000 new cases of urothelial cancer—the second most common urological cancer—are recorded annually. Although the disease affects both women and men, it most frequently occurs in men over the age of 60, ranking as the fourth most common cancer in this group. While the majority of cases are detected at a stage that allows for radical treatment, approximately 20% are diagnosed at an advanced metastatic stage, making a cure impossible. Preventive screenings play a crucial role in early detection, including regular urine tests, which are available as part of primary healthcare services and funded by the National Health Fund (NFZ). However, awareness of their importance remains low. The Let’s Win Health Foundation initiated the “Hematuria? Act Now!” campaign to raise public awareness, increase patient knowledge, and draw healthcare professionals’ attention to this disease. A budget of 350,000 PLN has been allocated for the project.
Campaign Insight: “Hematuria? Act Now!”
The majority of people often ignore the first symptoms, such as lower abdominal pain or difficulty urinating, assuming they result from another, less serious condition. Lack of awareness leads to delayed diagnosis, significantly reducing the chances of a complete cure. Therefore, the campaign focuses on breaking down these barriers by educating the public, raising awareness about the risks, and motivating action through a simple yet powerful message.
Target Groups of the Campaign:
Campaign Objectives:
Key Messages of the Campaign:
Creation of the Website www.krwiomoczdzialaj.poradnikzdrowie.pl
Developed in collaboration with poradnikzdrowie.pl, the website provides comprehensive information about urothelial cancer, including its symptoms, risk factors, and prevention methods. It also features interviews with doctors and campaign ambassadors and includes an interactive map of bladder cancer treatment centers.
Involvement of Well-Known Public Figures. The campaign engaged recognizable personalities such as:
Both ambassadors actively supported the campaign in the media and on social media platforms.
“Bladder cancer initially develops without symptoms. Hematuria (blood in the urine) is often its first sign. A key risk factor is smoking, which significantly increases the likelihood of developing this type of cancer. I smoked for 40 years. When I started, smoking was fashionable, and no one thought about whether it was dangerous to health – everyone smoked. I quit the habit a few years ago, and I know that I need to get regular check-ups. A simple urine and blood test is all it takes.” – says Jacek Borkowski.
https://www.youtube.com/watch?v=UFAiyUqW6kw
“For almost 20 years, I worked at the General Police Headquarters, and then I became a journalist. This job, like my previous one, allowed me to meet many people from different professions. While working on various reports, I had the opportunity to talk to employees from many industries – from technology to leather production, paints, rubber, textiles, dyes, metal, oil, and printing materials. Many of them genuinely love their work and dedicate themselves to it, but they must also remember that working in such conditions is particularly hazardous to their health.” – comments Zbigniew Urbański.
https://www.youtube.com/watch?v=DMBCofsP1dQ
The main factors contributing to the development of bladder cancer also include exposure to chemicals. That is why the campaign’s website features an actor and journalist wearing elements of firefighter or technical worker uniforms.
The campaign gained support from:
Educational Materials- Brochures were developed and distributed to primary healthcare physicians (GPs), enabling them to inform patients about the risks of urothelial cancer. Educational Partnerships and Community Engagement – The campaign partnered with NFZ (National Health Fund) branches in Poznań, Gdańsk, Opole, Łódź, Lublin, and Białystok. Additionally, the campaign maintained a strong presence at health-related events, where brochures were distributed to further raise public awareness.
Collaboration with five cinemas in Warsaw (Młociny, Reduta, Targówek, Wola, Złote Tarasy) and a cinema in Pruszków. The campaign involved promoting the initiative on mirrors in restrooms and lasted for two weeks in November – the month of men’s cancer awareness.”
