In a country where a majority of people think that cancer is an automatic death sentence, the King Hussein Cancer Foundation strives to raise awareness in Jordan that most cases of cancer can, in fact, be cured if discovered in its early stages. In addition, a significant proportion of cancer cases can actually be prevented by living a healthy lifestyle. To this end, the Foundation decided to launch the Your Life, Your Choices….Choose Your Health campaign on World Cancer Day to educate the Jordanian public about the benefits of living a healthier lifestyle in order to reduce the risk of developing cancer. The campaign focuses on four main actions that Jordanians can make to improve their health. The message of “making a choice” is especially important as most people harbor cultural and traditional beliefs that they don’t have control over their destiny and that whatever happens to them is their “fate”. For example, developing cancer can be seen as their “fate” regardless of how they live their life. Therefore the campaign aims to raise awareness that it is imperative for people to take control of their health by choosing to live a healthier lifestyle in order to reduce their risk of developing cancer.

The four main actions, or ‘choices’ featured in the campaign are: quit smoking, exercise more, eat healthily, and take early detection tests.

The campaign will feature ads that run in local newspapers throughout the entire month of February focusing on these messages to encourage Jordanians to make a choice to live a healthier lifestyle. In addition to these print ads, there will also be radio messages and social media messages on the Foundation’s Facebook and Twitter channels. The campaign will run in both Arabic and English.

The four main messages of the campaign are:
Make a choice today to quit smoking. Smoking is responsible for 90% of lung cancer cases in Jordan, and is the third leading cause of mouth, throat, pharynx and esophagus cancers worldwide. Exposing your loved ones, especially children, to second-hand smoke also increases their risk of cancer. Be an example to your family and friends, and stop smoking cigarettes, shisha and other tobacco products now!

Make a choice today to start eating healthy. Instead of fast food and other unhealthy meals, let’s go back to eating natural, locally-made, unprocessed foods. Our Mediterranean diet is full of fruits and vegetables, legumes and whole grains. To decrease your risk of cancer, reduce your intake of fats and red meat and avoid consumption of alcoholic beverages.

Make a choice today to start exercising regularly. Being overweight increases your risk of cancer. Strive to incorporate more exercise in your lifestyle and daily routines, such as taking the stairs instead of the elevator. Teach your family the importance of exercise by taking a fast walk with them for half an hour every day around your neighborhood or in a public park.

Make a choice today to schedule a routine examination or early detection test. Don’t leave anything to chance. Most cancers can be completely cured if discovered in their early stages. Encourage your family, friends, neighbors and colleagues to make their health a priority by taking the recommended clinical examinations and early detection tests for their age and gender.

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