Prof. Jeff French represented ESMA at the special two-day Workshop on Behaviour Change and Social Marketing organised by the Association of European Cancer Leagues in Brussels on 23rd and 24th of May 2016.

The event was attended by representatives of 18 European countries all dealing with the issues of preventing cancer and promoting its early detection and treatment. Jeff French acted as a keynote speaker and gave the group an introduction to key social marketing concepts and principles as well as examples of how these can be used to enhance cancer prevention and early detection programmes. The session was positively evaluated by those attending and many participants indicated that they would not only attempt to apply what they had learnt over the two days but also seek out further training and understanding about social marketing in their own countries.

The event also acted as part of the dissemination of the newly agreed European Code Against Cancer, 12 ways to reduce your risk. This new consensus statement has taken a number of years to agree.

Further details about the new code can be found at: