Putting people at the centre of care: stories and action from World Cancer Day 2025

The release of the World Cancer Day 2025 Impact Report offers a detailed look at how individuals, communities, and institutions came together on 4 February to call for more inclusive and responsive cancer care. Centred on the theme United by Unique, the campaign promoted the value of people’s lived experiences in shaping health systems that truly meet their needs.

“When UICC initiated World Cancer Day in 2001, it was impossible to foresee the scope this initiative would take just a few decades later. This would not have been possible without our members, partners and supporters. The first year of the campaign was a great success, demonstrating just how deeply this theme resonated with people across countries. Through the pages of this report, I invite you to explore for yourself the remarkable achievements and energy felt on World Cancer Day. And may it inspire you for World Cancer Day 2026!”
– Cary Adams, CEO of UICC

Events took place in 102 countries and territories, ranging from grassroots awareness campaigns to national policy announcements. More than 900 activities were reported, including mobile screenings in remote areas, public discussions on access and equity, and art-based workshops where participants expressed their journeys through creative media. The actions contributed to more than 30,000 mentions in the press.

Central to this year’s message were the stories that people around the world shared on the World Cancer Day website – more than 600 in written, video, or artistic formats. The report features examples like a survivor in Brazil who now trains community health workers, and a group of teenage girls in Malawi who created murals to raise awareness of HPV vaccination. These personal accounts brought attention not only to the medical realities of cancer, but to the emotional, social, and systemic challenges many face.

Online, the campaign reached a vast audience, with six billion impressions and over nine million social media engagements. Over 1,000 people joined the Upside Down Challenge, flipping their photos or videos on social media to symbolise how cancer upends lives. In the UK, the campaign expanded offline with billboards in cities such as London and Birmingham featuring portraits of individuals living with cancer and their words of resilience.

UICC members played a pivotal role in bringing the campaign to life on the ground. In Kenya, the opening of a new oncology clinic in Turkana County marked the first time chemotherapy was available in the region. In Fiji, the Cancer Society held a 5km walk and community health fair, while in Colombia, a large-scale race – Gran Corrida Unidos por lo Único – drew attention to cervical cancer prevention.

Governments also took action aligned with the campaign theme. Nepal launched a two-week HPV vaccination campaign aiming to reach 1.6 million girls aged 10–14. India committed to establishing 200 cancer daycare centres, particularly to support people from rural areas. In Portugal, a human chain of nearly 1,000 people surrounded Porto City Hall in solidarity with those affected by cancer.

This year’s campaign is the first of a three-year journey. In 2025, the focus was on hearing people’s stories—recognising that every person’s experience is unique. In 2026, the campaign will focus on changing minds by turning those personal stories into advocacy tools to influence health leaders, systems, and policies. By 2027, the goal is to drive progress, strengthening partnerships and embedding people-centred care more deeply into cancer services worldwide.

Access the interactive report here

Download the PDF version of the report