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1 Annual Report 2012

2 Annual Report 2012

3 Table of Contents A Message from the Chairman... 4 ICA s Fight against Cancer Budget Distribution for Tribute to the Late Fouding President of ICA, Suzy Eban... 6 Medical Services and Innovative Projects to Improve Patient Services and Treatment... 9 ICA Supported Medical Institutions and Community Settings Public Information and Education Early Detection Rehabilitation and Welfare ICA Support Centers - Strong Together Home Care Hospice Sir Charles Clore Hostel Seminars and Conferences Professional Training International Conferences Research Memorial Funds Donated to the ICA Data Collection and Follow-up Equipment, Construction and Development Volunteers and Local Fundraising Events Friends of the ICA Abroad Jubilee Anniversary of the Annual Door Knock Fundraising Campaign Annual Door Knock Fundraising Campaign Chairmen Bequests, Legacies and Commemorations The Israel Cancer Association Board and Committee Members ICA Branches Abroad...back cover : Editing Or-Tal Hori Translation: Rona Hilu Graphic Design: Billet Studio Copyright 2013 Israel Cancer Association 3

4 Annual Report 2012 A Message from the Chairman Prof. Eliezer Robinson Chairman Israel Cancer Association Prof. Aaron Ciechanover Nobel Prize Laureate Honorary President 4 At the dawn of this new year, we can look back with tremendous satisfaction at yet another productive, successful and activity-filled past year for the patients and against the disease, in spite of facing hardships and problems. This year too we continued to invest resources to increase public awareness and prevention through numerous information activities. Additionally, we held many conferences and seminars for patients, survivors and their families, as well as for the general population and professional teams. Several information campaigns on the harmful effects of smoking and sun exposure were also conducted as well as awareness campaigns regarding the importance of the "energy balance" avoiding obesity and adopting a healthy lifestyle, and making physical exercise a part of one's regular routine. This year encouraging trends have been reported in Israel, which saw their beginnings over the past decade: Breast cancer mortality rates have dropped by 30%. The disparity in mammography use between The Israel Cancer Association congratulates its Vice Chairman, Mr. Leon Recanati: In honor of his being presented the Citizenship Award of Haifa for his widespread public activity on behalf of the community. In honor of his being the presented the decoration of "Cavaliere of the Ordine della Stella d'italia", which was Mr. Leon Recanati Vice Chairman Israel Cancer Association bestowed upon him by the President of the Italian Republic in Israel in early June. This distinguished order was bestowed upon Mr. Recanati for his social commitment to promoting dialogue between the Italian and Israeli cultures and peoples, his support for important academic and cultural institutions in Israel as well as for young Israeli and Italian students. This order was bestowed by decree of the President of the Republic, Head of the Order, on the recommendation of the Minister of Foreign Affairs. Jewish and Arab women has virtually disappeared. Colorectal cancer survival rates are on the increase, and exceed average survival rates in OECD countries, early detection rates have doubled, and a downward trend in mortality rates has been observed. There has been a 30% drop in melanoma incidence rates among Jewish women. These encouraging rates further reinforce ICA's concerted efforts to reduce morbidity and mortality rates for common types of cancer in Israel. There has also been serious advancement in the increasing awareness of the harmful effects of smoking: since the ICA initiated the 1983 law banning smoking in public places, smoking rates in Israel have been steadily declining and currently stand at a mere 20%. Additional amendments were approved for this law, and smoking was prohibited in bus stations and train stops, event halls, swimming pools and other public places. Similarly, additional taxes were imposed on cigarettes and alcohol. This year also saw the promotion of new ICA projects for the welfare of cancer patients and survivors. Dozens of "Survivors for a Healthy Life" Workshops were held throughout Israel, helping survivors get back to a regular routine. Many "Look Good Feel Better" Project Workshops were also held in medical centers, at support centers and in ICA branches across Israel. The "Steps to a Healthy Life" Project which combines physical activity tailored for cancer patients is currently held at about 17 medical centers, and the aim is to expand this program to all medical centers around the country, as well as pediatric departments and community clinics. This report will also provide you with a review of the extensive and noteworthy activity of the ICA "Strong Together" Support Centers, which hold diverse support, rehabilitation and leisure activities for patients, survivors and their families.

5 Our capacity to continue to act determinedly in the hope of creating a brighter, cancer-free future is made possible thanks to the dedicated and energetic activity and support of ICA volunteers around the country, and of our dear local and international supporters, as well as our productive and widespread endeavors throughout the year with the general population, and direct interaction with patients, survivors and their families. Sincerely, Prof. Eliezer Robinson Chairman, Israel Cancer Association ICA s Fight Against Cancer Budget Distribution for 2012 Equipment and Construction 364 Professional Training 1,000 Organization, Administration and Branch Offices 4,777 Medical and Social Services 5,834 Data Collection and Follow-up 1,075 Research and Clinical Protocols 4,164 Public Information and Education and Early Detection Programs 12,364 Rehabilitation and Welfare (including Hospice and Hostel) 16,682 Medical and Social Services Data Collection and Follow up Research and Clinical Protocols Appropriations Rehabilitation and Welfare )including Hospice and Sir Charles Clore Hostel( Public Information and Education and Early Detection Programs Professional Training Equipment and Construction Organization, Administration and Branch offices Total Appropriations In K NIS 5,834 1,075 4,164 16,682 12,364 1, ,659 50,635 In percentages

6 Annual Report 2012 The Israel Cancer Association Bemoans the Passing of its Founding President, the late Mrs. Suzy Eban 6 ICA's Founding President, Suzy Eban of blessed memory, passed away at a ripe old age in early September, on the eve of the "Door Knock" Fundraising Campaign, a fundraiser which she herself initiated and orchestrated. Her unique contribution to the State of Israel and Israeli society in all its variegated facets, and her role as an active player in volunteer endeavors, even in her final days shall be treasured forever in our collective memory. Prof. Aaron Ciechanover, ICA Honorary President, Prof. Eliezer Robinson, ICA Chairman, Leon Recanati, ICA Vice Chairman, Mrs. Miri Ziv, ICA Director General, and all ICA staff and volunteers bemoan the passing of the Association's Founding President, a noble, visionary and dynamic spirit, who, in her own unique and determined way, artfully concocted the recipe for ICA's long-term growth and success. May her memory be blessed. Eulogy delivered by Mrs. Miri Ziv, ICA Director General: Suzy passed away at a ripe old age. But when this is a person whom you admire and love, it is always too early. Suzy was a noble woman with a mischievous smile, a visionary, but also a person with her feet on the ground, who knew how to put theory into action. In public she was generally known as "the wife of", and in my opinion there was not enough mention of her own activities. She was so unassuming that even in her biography, Suzy focused mainly on her life in the shadow of Abba Eban, and dedicated a mere chapter to her life's work leveraging the ICA to transform it into an active and efficient national volunteer organization. Since she joined the ICA and stood at its helm as Founding President in 1960, the ICA transformed from a small group of volunteer, lacking funds to fulfill its vision and targets, into a leading organization that has garnered widespread national and international recognition. This year marks the Jubilee of the "Door Knock" Fundraising Campaign. This is a popular campaign that Suzy implemented in Israel, based on an Australian concept. But Suzy orchestrated this campaign in her own special way, so that it served as a role model in educating toward contributing and giving, and she also enlisted the army, the police and even Israel's then President, and set out with determination to fulfill her mission, refusing to take no for an answer. And indeed, since Israel's then President was recruited by Suzy to serve as ICA Patron, all of Israel's presidents serving in this position have opened the "Door Knock" Fundraising Campaign at the Presidential Residence each year. Suzy was among the first in Israel who recognized the potential of raising funds from donors living abroad, and used her husband Abba Eban's connections as Ambassador and Foreign Minister, to her advantage - not to toot her own horn, but rather, to promote the ICA. Such that, for example, the first prestigious building at Sheba Medical Center was the Oncology Institute, which was relocated from a dilapidated unairconditioned shack, thanks to donations Suzy helped to collect. Much may be said of Suzy's commendable efforts and initiatives, but as mentioned, her activities had a decisive impact which is clearly evident even today. To my deep regret, I am unable to pay my last respects to Suzy today with you, as I have been selected as a representative of a delegation to the UN General Assembly for the first-ever High-level Summit Meeting on Non-communicable Diseases, including cancer. It was my intention, as I have always done in the past upon returning from

7 other forums abroad, to tell you Suzy about what had happened and how it was - you always took a great interest in such matters. Unfortunately, I will no longer be able to do so. I had the privilege of getting to know a wonderful, modest woman with a sense of humor, a positive attitude and wonderful common sense. Suzy, ICA activity will always continue under your inspiration. The Rehabilitation and Welfare Dept. dedicated in your memory, and the Suzy Hall shall continue to annually conduct hundreds of activities for cancer patients, survivors and healthcare professionals, for the patients and against the disease. And I will cherish you forever in my heart. May your memory be blessed. Meeting Marking The Shloshim (30th day since the passing) of ICA's Founding President, the latesuzy Eban An event marking the 30th day since the passing of Suzy Eban of blessed memory was held at the end of October at Beit Mati, ICA Headquarters in Givatayim. This moving ceremony was attended by the Eban family, Suzy Eban's sister, Mrs. Ora Herzog, MK Buzi Herzog, and his wife Michal, Mike (Michael) Herzog and his wife Shirin, Mrs. Yehudit Yuval-Recanati, Mr. Dov Ben Meir, Mr. Moshe Raviv, current and former ICA administrative staff, volunteers and those who cherish Suzy's memory. Alongside the tribute to her memory and words of homage, piano arrangements were performed and a special presentation was screened, depicting Suzy's commendable and noteworthy activity, which steered the ICA and transformed it into Israel's spearhead in the fight against cancer diseases. The ceremony, moderated by Mrs. Miri Ziv, ICA Director General, featured greetings delivered by Prof. Eliezer Robinson, ICA Chairman, Mr. Dov Ben Meir, ICA's first Director General, and Mr. Moshe Raviv, Chairperson of the Yadid Lehinuch Association (Friend for Education), former aide to Israeli Foreign Minister Abba Eban of blessed memory, and a close friend of the family. Words in memory of Aunt Suzy, MK Yaakov Buzi Herzog: ICA Chairman, Prof. Eliezer Robinson, ICA Director General, Mrs. Miri Ziv, family members: my dear mother, sister Ronit, brother Yitzhak and our wives Shirin and Michal, Dov Ben-Meir, Moshe Raviv, Yehudit Yuval-Recanati, dear Butzi, Suzy's 7

8 Annual Report admirers, distinguished guests, it is an honor to deliver greetings on behalf of the family on this occasion. My aunt, my mother's sister Suzy was a very special person, one in a million. Her personality was influenced by her childhood in Egypt in a Middle-Eastern environment, by her Francophile education and Zionist home, as well as by her life alongside Abba Eban, the founding father of Israeli diplomacy and an internationally renowned personality. Suzy was a woman of the world, immersed in art and culture, but her heart was always in the Zionist-Israeli mindset and her feet were firmly planted on the ground putting theory into action. She was beautiful not only on the outside (as we have seen in photos that were displayed here) but also, and even more so, on the inside. I will always treasure her in my heart as a beloved aunt and a caring, humanitarian, good hearted person, who was also a patriot and committed to the common good. What President Peres said here - that she had wisdom of the heart - is very in keeping with her character. And that is why Suzy didn't suffice with being "the wife of..." although she was indeed a loyal and supportive companion to Abba Eban but rather, she decided to volunteer her time to support public activities in an area that makes a significant contribution to promoting general welfare an effort to save human lives. For 38 years, from 1960 to 1998, she served as ICA President and there is no doubt that the expression "lifetime achievement" in both its meanings lifetime endeavor (and I admit that the film that was screened here about the award that she received for her life's work moved me deeply) and the endeavor to save lives are a befitting description of her activity. She took a small and unknown entity, brought this subject to the attention of every Israeli household, and created effective tools for cancer prevention and treatment, to tackle a disease that is a silent killer lurking in the darkest depths, an illness that people simply don't like to talk about. In her autobiography "A Sense of Purpose: Recollections", published two years ago, which I highly recommend to those who still haven't read the book, Suzy recounts how she was requested to support the ICA, at the behest of Prof. Yitzhak Barenblum, Head of Cancer Research at the Weizmann Institute. She depicts the first days of work from a small rented room containing a desk, chair and secretary. From an historical perspective, a long list of noteworthy achievements may be attributed to her, such as: the establishment of a broad-based and professional volunteer organization, heightening public education and awareness, enlisting government entities to address the issue of cancer, establishing a network of early detection clinics, recovery centers and hospices for terminally ill patients, and many more accomplishments. I remember how she spoke about the ICA and its endeavors with great enthusiasm and deep commitment at our family gatherings. I remember in our youth how she would cross-examine us, asking whether we had enrolled in the "Door Knock" fundraising campaign as school children and whether we understood the importance of this campaign, and how we felt about it. For me, Suzy may be compared to the 36 tzadikim, righteous people whose identity is hidden. She is one of those people to whom many, many people owe their lives, while this fact is unbeknownst to them. But I believe that in her resting place, in the Garden of Eden, this is a well-known fact, and I hope that her good deeds will earn us merit. On behalf of the entire family and mainly her children, Eli and Gila, and her sisters Ora and Tzila, I would like to commend the ICA staff and volunteers for the wonderful work that you do. I sincerely hope that you will follow Suzy Eban's example and keep her legacy alive. May her memory be blessed!

9 Medical Services and Innovative Projects to Improve Patient Services and Treatment In principle, the ICA finances and guarantees positions for health care professionals for 5 years, stipulating that the Oncology Institute must hire the healthcare employee upon the completion of the 5-year period. The upgrade of the entire multi-professional psychooncological care network for cancer patients across Israel has been made possible thanks to this investment. Among other activities, this year has seen the set-up of a network of community oncology nurses and stoma nurses, as well as nurses and social workers who are breast cancer treatment coordinators and patient navigators, in addition to psychooncological staff members who are entitled to ongoing professional training sessions which are made available by the ICA. Breast Cancer Treatment Coordinators and Patient Navigators - the ICA continues to finance nurse and social work positions for healthcare professionals who serve as breast cancer care coordinators and patient navigators, accompanying patients throughout the entire period that breast cancer remains a personal concern. This ICA-initiated project aims to accompany the breast cancer patient throughout the treatment process from diagnosis to follow-up - and to provide her with information, support and assistance, thus helping to significantly ease the burden of coping with the disease. This service is currently provided in many centers across the country. Other centers have already permanently established this service and the ICA continues to update personnel who meet at ICA headquarters throughout the year. The ICA has facilitated the development of a national network of health professionals who maintain regular contact with breast cancer patients and attend to their wellbeing. Additional Nursing Services The ICA funds Stoma Care Nursing and Palliative Care Nursing positions, as well as Bone Marrow Transplant Coordinator positions at the following medical centers: Western Galilee Medical Center in Nahariya, Poriyah Medical Center in Tiberias, Rambam Health Care Campus in Haifa, Upper Galilee Hospice and Clalit Health Services. Psycho-oncology Services The ICA continues to fund Social Work positions at the following medical centers: Western Galilee Medical Center in Nahariya, Ha'emek Medical Center in Afula, Poriya Medical Center in Tiberias, Rambam Health Care Campus in Haifa, Meir Medical Center in Kfar Saba, Schneider Children's Medical Center of Israel and Rabin Medical Center Beilinson Campus in Petach Tikva, Tel Aviv Sourasky Medical Center, Wolfson Medical Center, Hadassah Mt. Scopus and Hadassah Ein Karem Medical Centers in Jerusalem, Barzilai Medical Center in Ashkelon, Soroka Medical Center in Be'er Sheva, "Edy's House" - Ma'agan Community Support Center for Cancer Patients and their Families in Beer-Sheva, Clalit Health Services and Maccabi Healthcare Services. The ICA continues to finance psychologists in oncology units at Western Galilee Medical Center in Nahariya, Ha'emek Medical Center in Afula, 9

10 Annual Report 2012 Rambam Health Care Campus in Haifa, Bnei Zion Medical Center in Haifa, Schneider Children's Medical Center of Israel in Petah Tikva, and Assaf Harofeh Medical Center in Tzrifin. Diet and Nutrition Services The ICA continues to support diet and nutrition services at the following medical centers: Assaf Harofeh Medical Center in Tzrifin and Barzilai Medical Center in Ashkelon. Bone Marrow Transplants The ICA continues to assist in financing the necessary professional posts for the complicated procedure of self bone marrow transplants and donor bone marrow transplants, in children with cancer, at the Pediatric Oncology Center at Schneider Children's Medical Center of Israel in Petah Tikva. The ICA has helped finance the unit's operation since its establishment, and continues to assist in financing its personnel as well as their professional training. Additionally, assistance has been provided to pediatric oncology wards at Hadassah Medical Center Ein Karem Campus, Tel Aviv Medical Center, and Rambam Health Care Campus, where ICA assisted in the set-up of the medical center's pediatric oncology ward. The National Umbilical Cord Blood Bank This Bank was established as a joint venture between the Magen David Adom Blood Service, Wolfson Medical Center and the Hadassah Medical Organization, with funding from a generous donation provided by the Friends of the ICA in London, headed by Vered Aaron. This ICA-funded national service is operated by the Magen David Adom Blood Service. ICA's financial assistance has helped purchase a freezer for preserving umbilical cord blood dedicated in memory of the late Natalie Shaya and has also funded a Lab Manager position; an additional post has also been approved this year for the expansion of the service's activity at the Hadassah Medical Center, Ein Karem Campus. Palliative Care Programs for Advanced Stage Cancer Patients The ICA continues to operate the Home Hospice Services at Sheba Medical Center at Tel Hashomer, a hospice established with ICA's assistance. The ICA also continues to support health care programs incorporating palliative care and psycho-social nursing care provided at the hospices and through Home Hospice Services offered throughout the country, aimed at providing palliative care for advanced stage cancer patients. These ICA-assisted programs are run at medical centers and community clinics across Israel. The ICA invests efforts in developing and promoting new programs and innovative projects to enhance services provided to cancer patients, while prioritizing unique projects directly involving the treatment of patients and their families. The following is a list of this year's ICA-supported projects: Nutrition diet and nutrition counseling at the Hemato-oncology Unit at Ha'emek Medical Center in Afula. Patient and community relations palliative care consultation provided by the Upper Galilee Hospice to the geriatric, internal medicine and surgical wards at the Rebecca Sieff Medical Center in Safed. Upgrade and incorporation of the Psychological Service in oncology and palliative care at the Oncology Unit and Hemato-oncology Ward at the Rebecca Sieff Medical Center in Safed. Establishment of a Comprehensive Breast Health Network at the Oncology Institute at the Western Galilee Medical Center in Nahariya. 10

11 Establishment of a multi-disciplinary clinic for the follow up and treatment of women with hereditary cancer syndrome at the Western Galilee Medical Center in Nahariya. Mothers for Mothers support group at the Pediatric Hematology Oncology Department at Rambam Health Care Campus in Haifa. Psychological treatment for cancer survivors as part of the psychology service at the Division of Oncology at Rambam Health Care Campus in Haifa. Traditional Arab nutrition and medicine training services, to support patients from Arab society at the Oncology Service at Linn Medical Center in Haifa. Support groups for patients at the Oncology Institute at Meir Medical Center in Kfar Saba. Continuity-of-care for breast cancer patients at the Institute of Oncology at Meir Medical Center in Kfar Saba. Initial psycho-social reception and accompaniment of oncology patients at the Oncology Institute, Tel Aviv Sourasky Medical Center. Psycho-social palliative care for oncology patients admitted at internal medicine wards at the Tel Aviv Sourasky Medical Center. Support group for bereaved siblings of deceased patients who were treated at the Schneider Children's Medical Center meetings are held at Beit Mati, ICA Headquarters in Givatayim. An Open Studio Group for children with cancer at Schneider Children's Medical Center in Petach Tikva. Intake services for new patients and patients with recurrent disease at the Hematology Institute at Wolfson Medical Center in Holon. Social intervention at the Head and Neck Oncology Clinic at Wolfson Medical Center in Holon. Setting up a Palliative Care Service at hospitals' admissions units and the Hematology Institute at Wolfson Medical Center in Holon. A coordinating social worker for the Maintenance of Fertility at the Gynecological Service for cancer patients - at Hadassah Medical Center, Ein Kerem Campus in Jerusalem. A social work service for Head and Neck Tumors Clinic - at Hadassah Medical Center, Ein Kerem Campus in Jerusalem. Coping Together a support group for new cancer patients at the Oncology Institute and the Gynecology-Oncology Unit at Soroka Medical Center in Be'er Sheva. Bibliotherapy a support program for cancer patients and their families at Edy's House - Ma'agan Community Support Center for Cancer Patients and their Families in Beer-Sheva. 11

12 Annual Report 2012 ICA Supported Medical Institutions and Community Settings 12 For many years, the ICA has invested countless efforts in upgrading the onoclogy treatment network to enhance services offered to cancer patients and their families, by financing projects and positions for healthcare professionals (such as nurses, social workers, dieticians and other professionals). The establishment of a significant infrastructure of psycho-social services and targeted nursing services within the oncology network has been made possible thanks to ICA's assistance. This year the ICAis financing posts at medical centers and within the community as specified below: Assaf Harofeh Medical Center Zrifin: Psychologist, Dietician, and Cancer and Follow up Registrar at the Department of Oncology. Barzilai Medical Center Ashkelon: Social Worker at the Home Hospice, Dietician and Cancer and Follow up Registrar at the Oncology Unit. Bnei Zion Medical Center Haifa: Psychologist attending to patients and their families at the Hematology Unit and in the various units treating cancer patients. Clalit Health Services (CHS): Palliative Care Nurse at the Holon-Bat Yam Home Hospice Unit, Nurse at the Palliative Care Call Service for oncology patients at the CHS National Health Call Center, Social Worker to expand oncology services at the Community Oncology Unit in Nazareth, Social Worker at the Home Hospice in Ashkelon. Hadassah Medical Center, Ein Kerem Jersualem: Social Worker at the Pediatric Home Hospice at the Department of Pediatric Hematology and Oncology, Cancer and Follow up Registrar and Social Worker who provides Onco-Geriatric Psycho-Social Services at the Department of Hemato-oncology, Social Worker for the integration of the Psycho-Social Service at the Multidisciplinary Diagnostic Breast Center at the Department of Diagnostic Imaging. Hadassah Medical Center, Mt. Scopus, Jerusalem: Social Worker at the Admissions Hospice. Ha'emek Medical Center Afula: Palliative Care Social Worker for Terminally Ill Patients at the Oncology, Internal Medicine, Surgical and Gynecological Wards, Medical Psychologist who works with patients and family and medical staff at the Hematology Unit. Hospice Upper Galiee: Head Nurse. Israel Center for Disease Control, Ministry of Health: post for quality review of cancer registry to enhance registry activity and maintain quality assurance. Kaplan Medical Center Rehovot: cancer and follow up registrar at the Oncology Institute. "Edy's House" Ma'agan Community Support Center for Cancer Patients and their Families in Beer-Sheva: Social Worker. Maccabi Healthcare Services: Palliative Care Social Worker for Terminally Ill Patients at the Home Care Unit Hospice in the North. Meir Hospital Kfar Saba: Social Worker at the Hematology Clinic, Psycho-Oncologist at the Institute of Hematology, Cancer and Follow up Registrar at the Institute of Oncology.

13 Poriya Hospital Tiberias: Palliative Care Nurse Coordinator for Oncology Patients, Social Worker for Arab society, Cancer and Follow up Registrar at the Oncology Institute. Rabin Medical Center-Beilinson Campus, Petach Tikva: Social Worker who coordinates ongoing treatment for uro-oncology patients at the Oncology Institute in collaboration with the Urology Division, Cancer and Follow up Registrant at the Oncology Institute. Rambam Medical Center Haifa: Nurse who coordinates pediatric treatment at the Follow up Clinic, Social Worker who moderates groups, and Social Worker who integrates children with cancer back into the education system at the Pediatric Hematology-Oncology Dept., Social Worker at the Gynecology Oncology Unit, Psychologist at the Hematology Institute and Bone Marrow Transplantation Unit, Cancer and Follow up Registrar at the Oncology Institute. Rebecca Sieff Hospital Safed: Cancer and Follow up Registrar at the Oncology Unit. Schneider Children's Medical Center Petach Tikva: Psychologist, Russian-speaking Social Worker, Social Worker for patients with recurrent disease at the Department of Pediatric Hemato-oncology. Shaare Zedek Hospital Jerusalem: Coordinator of the BRCA1, BRCA2 Gene Mutation Carriers Clinic at the Genetic Counseling and Diagnosis Center, Cancer and Follow up Registrar at the Oncology Institute. Sir Charles Clore Hostel Givatayim: the entire medical and nursing staff. Soroka Medical Center Be'er Sheva: Social Worker for the Social Service for Bedouin Patients (Arabic speakers) at the Comprehensive Cancer Center, Cancer and Follow up Registrar at the Oncology Institute. Sheba Medical Center Tel Hashomer: Cancer and Follow up Registrar at the Oncology Institute. Sourasky Medical Center Tel Aviv: Social Worker for individual and group intervention for children who have undergone transplantation at the Pediatric Bone Marrow Transplantation Unit, at the Pediatric Hemato-oncology Unit, Social Worker for palliative patients and for intregating the approach among the interdisciplinary staff, Cancer and Follow up Registrar at the Oncology Institute. Wolfson Medical Center Holon: Russianspeaking Social Worker at the Oncology Institute. Western Galilee Medical Center Nahariya: Breast Cancer Care Coordinator, Social Worker at the Hematology Clinic, Social Worker for Arab Society, Psychologist, Palliative Care Social Worker, Cancer and Follow up Registrar at the Oncology Institute. 13

14 Annual Report 2012 New Publications Public Information and Education New DVDs for children receiving radiation therapy to the head and other areas of the body two new Hebrew language films for children undergoing radiation therapy were produced based on the Danny at the Radiation Institute brochures that were published several years ago, upon the initiative of Sara Gardin, a radiation nurse at the Davidoff Center, and which won the European Oncology Nursing Society Award. The films were produced by Bunker Ltd. in collaboration with the Israel Cancer Association, the Israeli Oncology Nursing Society and the Foreign Correspondents Association, and courtesy of Roche Pharmaceuticals Israel Ltd. 14 The ICA invests tremendous efforts and countless resources to reduce cancer morbidity and mortality by making up-to-date cancer-related information available to the general public, with a particular emphasis on prevention and early detection of common cancers such as breast cancer, colorectal cancer and prostate cancer; prevention of the harmful effects of smoking; mitigating the harmful effects of sun exposure and promoting early detection of skin cancer; promoting healthy eating habits and lifestyle. Additionally, the ICA endeavors to encourage people to adopt a healthy lifestyle which maintains the "energy balance" by avoiding obesity and engaging in physical activity on a regular basis, which may reduce the risk of developing cancer diseases. ICA educational activity consists of public information campaigns; publication of instructional material distributed in hundreds of thousands of copies, in Hebrew, Arabic and Russian; utilization of the media, while placing an emphasis on unique sectors of the population and Israel's geographical periphery; organizing seminars and conferences; holding training workshops, lectures and professional training sessions. These diverse informational activities are conducted in different settings: schools, community centers, the workplace, healthcare funds, IDF military bases, ICA branches and other locations. The ICA also operates a special tele-information service Telemeida, which operates in Hebrew, Arabic and Russian. This service provides information on all aspects of cancer, prevention and early detection. Additionally, the ICA operates an Information Center, housing up-to-date professional literature and providing a link to many databases in Israel and around the globe. The Information Center is staffed by skilled information specialists who are trained to search international computerized databanks and are updated on crucial information that patients require, including, for example, information regarding all clinical protocols conducted in Israel. Prostate Cancer Awareness Day Prostate Cancer Awareness Day, September 2011 upward trend in survival rates as high as 90% Marking Prostate Cancer Awareness Day, the ICA published up-to-date statistics on prostate cancer morbidity and mortality in Israel. Statistics show that there has been an upward trend in relative prostate cancer survival rates, and today, there is a relative five-year survival rate exceeding 90%. Similarly, invasive prostate cancer mortality rates have shown a downward trend in recent years. In keeping with annual tradition, the ICA holds a seminar on this subject for patients and survivors featuring leading experts (for additional information please see Chapter

15 entitled "Rehabilitation and Welfare"). Awareness Day is accompanied by an information campaign on the radio and in the newspapers. Door Knock Fundraising Campaign Upon the request of the ICA, Netvision was enlisted to help promote the "Door Knock" Fundraising Campaign: on November 1st a special message was heard while callers were on hold to reach the company's voice mail, informing Netvision customers of this campaign and calling upon them to donate. Customers who called the Netvision Call Center heard the following message: "While you are waiting on hold for one of our service representatives, about 200,000 cancer patients and survivors in Israel are awaiting your assistance. The ICA Door Knock Fundraising Campaign continues, and this is your opportunity to contribute and help save lives. To make a donation please call: *2343. Thank you in advance, the Israel Cancer Association". The campaign was produced by Gitam BBDO which volunteered its services. Breast Cancer Awareness Month Downward trend in breast cancer mortality rates over the past decade: from 22.6% in 1998 to 17.4% in 2009, meaning a significant 30% drop! Marking Breast Cancer Awareness Month, the ICA issued a press release, and also held an information campaign via the media channels, to increase awareness of the importance of undergoing early detection screening of the disease. ICA held the traditional "Celebrating Life" Seminar during Breast Cancer Awareness Month, geared towards patients and survivors of all ages, as well as a seminar for women with advanced-stage breast cancer and a seminar for gene mutation carriers and women at high risk of developing breast cancer. During and subsequent to - Breast Cancer Awareness Month, the ICA initiated informational activities as well as other initiatives to help promote awareness of the disease among the general population. Fora moderated by leading breast cancer professionals were held on the ICA website (for additional information please see "online updates"). Similarly, new data regarding breast cancer in Israel and around the globe, up-to-date facts and new research studies were obtained from the Cancer Registry of the Ministry of Health (for additional information please see the chapter entitled "Early Detection"). The "Light it Pink" Campaign marked the 12th Anniversary of the Global Landmark Illumination Initiative conceived by Evelyn Lauder - the Tel Aviv Municipality building was lit up in pink in early October 2011 This year the Global Landmark Illumination Initiative celebrated its 12th anniversary, lighting up over 200 buildings, monuments and famous sites all over the globe in shiny pink lights, as an international symbol of hope, to empower and encourage millions of women around the world. This year the Tel Aviv-Jaffa Municipality building, an edifice considered to be one of Tel Aviv's more well-known landmarks, was lit up in pink under the initiative of Estée Lauder Company and in collaboration with the ICA. Attending the ceremony were Mr. Ron Huldai, Mayor of Tel Aviv, Mr. Oren Revah, CEO of Elcalil Company, representing Estée Lauder in Israel, and Mrs. Miri Ziv, ICA Director General. The Parliament building in Australia was lit up, as were the National 15 New Publications With You and For You a new Yad Lehachlama (Reach to Recovery) brochure which provides an overview of all ICA breast cancerrelated activities (for additional information about Yad Lehachlama activity, please see chapter entitled Rehabilitation and Welfare ). Looking to the Future Life after Cancer Treatment guide booklet in recent years, in view of the technological and medical advances that have improved the chances for recovery as well as the odds of a cure, the focus has been placed on the need for information and emotional support among survivors. The guide booklet accompanies survivors from recovery to their return to a normal, healthy and active life, and is based on the Life after Cancer Treatment brochure published by the National Cancer Institute (NCI). The guide booklet was published courtesy of Roche Pharmaceuticals Israel Ltd. The guide booklet accompanies the special Survivors Towards a Healthy Life workshop geared towards survivors, which is run by the Rehabilitation and Welfare Dept. throughout the country (for additional information about the workshop please see the chapter entitled Rehabilitation and Welfare ).

16 Annual Report 2012 New Publications Bama Scientific Journal 2012 issue no. 19 of the scientific journal Bama for Health Care Professionals, on Cancer and its Implications, was printed by the ICA and published in January. This year the journal compiled material on two subjects: one being lung cancer and the hazards of smoking, scientifically edited by Prof. Ben-Ami Sela, Director of the Institute of Chemical Pathology at Sheba Medical Center, and Dr. Maya Gottfried, Director of the Oncology Institute and Head of the Lung Cancer Unit at Meir Medical Center. The second field that the journal focused on was tumors of the female reproductive organs, scientifically edited by Dr. Tamar Safra, Director of the Onco-Gynecology Service at the Division of Oncology, Tel Aviv Sourasky Medical Center, and Dr. Yaakov Korach, Deputy Director of the Department of the Gynecologic Oncology Dept. at Sheba Medical Center, and Chairman of the Israeli Society of Gynecological Oncology. The journal was first published digitally on the ICA website and some 6,500 copies were distributed among health care professionals, according to an up-to-date distribution list. Library and Old Parliament House; in Austria, the Schönborn Castle and the Lentos Museum of Modern Art were lit up; in Chile, the Las Condas Municipality Building and the La Moneda Government Building were lit up; in India, the Taj Mahal was lit up, and the list goes on. As part of the activity led by Estée Lauder Group in Israel and the ICA, informational messages marking the fight against breast cancer were disseminated during the month of October, in Super-Pharm retail pharmacy outlets. Special Joint Onlife Portal&ICA Online Film Initiative to Increase Breast Cancer Awareness The project dubbed "Go Get Yourself Checked", launched in October 2011, aimed to significantly increase the number of women who undergo early detection screening for breast cancer, and consisted of clips featuring female opinion leaders who share their own personal encounter with the disease and call upon every woman to go get herself checked. These women candidly recount their own experience with the disease, or a story of a woman dear to them who developed the disease, or succumbed to it, and the moment they realized that it was crucial to get themselves checked. The clips were distributed on the internet and were advertised on billboards. Likewise, a special section was dedicated to the subject on the Portal under the slogan "Go Get Yourself Checked", containing articles and information on this subject. Among the opinion leaders 16

17 participating in this project: singers Julietta and Roni Daloumi, Chef Carine Goren and TV presenters Oshrat Kotler, Dalia Mazor, Orly Vilnai and Ofira Asayag. Two New Campaigns Marking Breast Cancer Awareness Month: An unique radio campaign and a new newspaper campaign Two new campaigns were produced as part of the ICA informational campaign marking Breast Cancer Awareness Month: one was a campaign that appeared in the newspapers under the title: "Don't Turn your Back on Breast Cancer" warning women against ignoring a potentially life-saving screening test and underscoring the need to undergo this test according to recommendations. Another unique campaign marking Breast Cancer Awareness Month was held on 30 October 2011: at 8:00 am, the first minute that is aired following the news flash was broadcast solely via the righthand speaker. After one minute of broadcasting via the right-hand speaker, the broadcast returned to both speakers and a public service announcement about mammography screening was read: "That's how it feels to lose one side dear listener, are you over the age of 50? One mammography screening test isn't enough. If you don't get yourself tested once every two years, you may lose one breast, and even your life. For more information please call , the Israel Cancer Association." The radio stations that participated in this activity were: Galei Tzhahal (IDF radio station), Galgalatz, Radio Tel Aviv, Radio Lelo Hafsaka, Eco 99 FM, Radio Emtza Haderech, Radio Darom, Radio Haifa, Radius, Radio Galei Israel, Radio Lev Hamedina, Radio Kol Rega, Radio Kol Ha'amakim and the Galil and Radio Golan and Etzba Hagalil. This campaign used audio media with the aim of illustrating the risk inherent in ignoring the fact that one must regularly undergo mammography screening tests once every two years. This campaign was produced on a volunteer basis by Gitam BBDO. Exhibition of the Graduates of the "Gilda" Footwear Design School, Marking Breast Cancer Awareness Month The exhibition of the Gilda Footwear Design School graduates opened for the first time to an audience in mid-october Marking Breast Cancer Awareness Month, the school chose to exhibit installations of graduates in a gallery that was made available to house the event at the prestigious "Hatachana" Railway Station in Neve Zedek, Tel Aviv. An Accessories Auction was held at the evening gala. These accessories were designed and created especially for this event, and all the proceeds from the auctioned items went to the ICA. Additionally, the Gilda set up two sale booths offering a selection of handbags featuring the pink ribbon designed by Bellinky and Maya Shalev, a limited edition created especially for this event. 17 New Publication Sun Smart Education Kits for Children Thanks to the support of the Sonja van Tijn Foundation, a special Sunsmart education kit was produced and designed specifically for children. ICA brochures relating to this subject that are geared towards children were updated and reissued, as was a new brochure for parents called Who s Mommy s Genius in the Sun?, published in Arabic.

18 Annual Report 2012 Updated Publications More about bladder cancer More about prostate cancer More about kidney cancer More about stem cell and bone marrow transplantation More about ovarian cancer this booklet was updated by Dr. Tally Levy, Director of the Gynecologic Oncology Unit at Wolfson Medical Center, and Dr. Tamar Safra, Director of the Onco-Gynecology Service at the Tel Aviv Sourasky Medical Center, both members of the ICA Advisory Committee on Gyneco-Oncology. The booklet was printed courtesy of Roche Pharmaceuticals Israel Ltd. 18 Union for International Cancer Control (UICC) World Cancer Day The ICA and the UICC, with the Ministry of Health's approval, issued a joint statement marking World Cancer Day: 60% of cancer deaths can be prevented using proven methods, about 12.7 million people worldwide are diagnosed with cancer every year and some 600,000 succumb to the disease every month. A publication issued by the Union for International Cancer Control (UICC), with the approach of World Cancer Day, indicates that cancer affects us all either directly or indirectly. Cary Adams, CEO of the UICC, reported a high percentage of cancer patients that is continually on the rise, and therefore, every person may "encounter" the disease at one point or another in his/her life. In spite of these disconcerting statistics, it has been reported that up to 60% of deaths may be prevented by maintaining a healthy lifestyle, undergoing early detection testing, by providing vaccines and allocating a share of the federal budget to finance interventions that have been proven to be effective. This declaration mentioned the special High Level Meeting (HLM) at the UN General Assembly attended by Mrs. Miri Ziv, ICA Director General (for additional information please see chapter entitled "International Conferences") as well as new data and guidelines for maintaining a healthy lifestyle. Cancer incurs the highest economic costs attributed to premature deaths, in comparison to other NCDs, as indicated by a UICC and WHO report. The economic costs of about 13 new cancer cases in 2010 is estimated at 290 billion dollars, of which 154 billion dollars are incurred due to medical expenses. Without the proper intervention, it is estimated that the economic costs will increase to 458 billion dollars a year in With the approach of World Cancer Day, the UICC wished to convey the message, "Together we can do it". The organization calls upon governments to allocate resources to implement the World Cancer Declaration which will help achieve the target of reducing 25% of cancer- and NCD-related deaths by The Petition for a Cancer Free World, a tool aimed at motivating governments to invest in the fight against cancer diseases, which was initiated last year by the UICC, calls upon policy makers to act to promote the fight against cancer diseases and establish a plan to achieve this target. Last year, the ICA enlisted over 20,000 people to sign the petition. New ICA Campaign Marking World Cancer Day in collaboration with "Shelly's Cards" Marking World Cancer Day, the ICA launched an informational campaign through the TV and newspaper media channels, with the aim of increasing awareness of the importance of maintaining a healthy weight, engaging in physical activity and encouraging a healthy lifestyle. Additionally, the ICA collaborated with "Shelly's Cards" in this project, distributing postcards of the ad that appeared in the newspapers (attached hereto) in many pubs, restaurants and cafés, with the aim of reaching a younger audience among Israeli society, and to encourage this population

19 sector to maintain a healthy lifestyle. This postcard featured a barcode facilitating interactive surfing on the ICA website using a smartphone. New Statistics on Thyroid Cancer in Israel With the approach of World Cancer Day, Dr. Lital Keinan-Boker, Deputy Director of the National Center for Disease Control of the Ministry of Health and a member of the ICA Early Detection Committee for Cancer Prevention, focused our attention on the incidence of thyroid cancer, which has been on the rise over the past decade ( ) in all population groups in Israel, and particularly among Arab women. The most prevalent histological type (papillary tumor) is considered to be a slow tumor which has a relatively benign clinical course. The mortality rate for this disease is low, with death occurring mainly among older age groups. The general morality rates for this disease in Israel are currently on the decline in recent years; however among the Arab population there has been an increase, despite very low general rates. The survival rates for this disease are high and the five-year survival rates are more than 90%. Trends that have been observed in Israel regarding the rise in incidence of thyroid cancer are in keeping with global trends, with the reasons attributed to increased exposure to risk factors - mainly to increased diagnostic testing that involves the use of ionizing radiation (such as dental x-rays), environmental exposure, such as the Chernobyl disaster, an increase in cancer survivors who were exposed to radiation therapy in the past, and iodine intake in human nutrition. Random detection of tumors during medical analyses was also proposed as a possible explanation for the increase in disease incidence. Colorectal Cancer Awareness Month The ICA and the Ministry of Health issued a joint statement marking the launching of Colorectal Cancer Awareness Month 2012: the announcement reported an increase in disease incidence rates among the Arab population, a downward trend in mortality rates, a twofold increase in the rate of those diagnosed at an early stage over the past decade, as well as survival rates in Israel which are higher than average rates of OECD countries. Mrs. Miri Ziv, ICA Director General, indicated that "based on data reported by Prof. Gadi Rennert, there has been a significant improvement in compliance rates to undergo screening tests, with rates reaching nearly 48% of the target population. The national screening program has spurred improvement in early detection rates and has contributed to the decline in mortality rates. In order to reinforce this trend, it is important to increase screening compliance rates and adopt a healthy lifestyle, which helps lower the risk for contracting colorectal cancer, and in turn, helps prevent the disease" (for additional information please see Chapter entitled "Early Detection"). In March, ICA hosted a Seminar for Colorectal Cancer Patients and Survivors, as well as a hotline on Galei Tzahal, featuring experts who answered listeners' questions, disseminated up-to-date informational material and encouraged the public to adopt healthy lifestyle habits, via a media campaign which called on people to get themselves checked and comply to undergo testing as part of the National Screening Program. Additionally, the ICA published a collection of articles based on recent global research studies in the area of colorectal cancer that discuss prevention and early detection. Updated Publications More about colorectal cancer This booklet was updated by Dr. Ayala Hubert, Director of the Center for Treatment of Digestive Tract Tumors at Hadassah Medical Center Ein Kerem Campus, and Prof. Hanoch Kashtan, Director of Department of Surgery B, at Rabin Medical Center, Beilinson Campus. This booklet was printed courtesy of Merck Serono. Colostomy 2012 edition Supportive Nutritional Treatment edition this booklet was updated by nutritionist Yael Shpatz, a dietician at the Oncology Institute at Sheba Medical Center, Tel Hashomer, and was produced courtesy of Abbott Laboratories 19

20 Annual Report 2012 Updated Publications The Ick Files a comic book geared towards children, illustrated by Uri Fink, on the hazards of smoking New anti-smoking stickers in Russian: Life is beautiful without smoking, We don t smoke here 20 The Fight against Smoking New amendments to Law Banning Smoking in Public Places approved: The ICA lauded the Labor, Social Affairs and Health Committee, headed by Member of Parliament Haim Katz, for its impressive achievements, but it expressed its disappointment at the failure to approve other important amendments In a meeting held in early May 2012 in the Knesset, attended by ICA representatives, most of the amendments to the law banning smoking in public places were approved. Among the amendments approved: the ban on smoking in sheltered bus stations, as well as on train platforms, with the exception of designated smoking areas, at reception halls, in public bomb shelters, in swimming pools, and more. Alongside the impressive achievements that came into effect on July 11, disappointment was noted due to the failure to approve amendments that prohibit smoking in stadiums, amphitheaters, and community center and youth movement grounds. In view of the decrease in the age of smokers, it is very important to limit smoking in public places where teens spend a lot of time. ICA Commends the Finance Committee on Approval of Amendments which Increased Taxes on Tobacco and Tobacco Products In mid-may 2012, the Knesset Finance Committee approved amendments to increase taxes on tobacco and tobacco products, including hookah tobacco and pipe and cigar tobacco. This will be a gradual tax increase from early 2013 to The Committee also approved the raising of the minimum age-related tax exemption for the import of tobacco and alcohol products from 17 to 18. ICA Chairman, Prof. Eliezer Robinson and ICA Director General, Mrs. Miri Ziv, sent letters voicing support for the approval of the amendments to Prime Minister, Binyamin Netanyahu and to Finance Minister, Yuval Steinitz. Israel signed the World Health Organization Framework Convention on Tobacco Control (WHO FCTC); one of the framework convention's articles states that price and tax measures are an effective means of reducing tobacco consumption, in particular, by young persons. The Annual Regional School Competition for the Prevention of Smoking in memory of the late Dr. Marcus, in Collaboration with the ICA, Shefi the Psychology and Counseling Unit of the Ministry of Education and the Israel Lung Association The Annual School Competition marking "World No Tobacco Day" was held at the end of May, featuring various projects on smoking prevention. This competition is named after Dr. Marcus of blessed memory, who first initiated this competition 14 years ago; Dr. Marcus served as the Chairman of the Israel Lung Association and was extremely active in smoking prevention and cessation. Dozens of schools across Israel entered this competition and five schools reached the finals which were held at the Israel Cancer Association Headquarters, Beit Mati, in Givatayim. The event, moderated by Mrs. Noga Nachshon of Shefi (the Psychology and Counseling Unit of the Ministry of Education), was attended by the family of the late Dr. Marcus, Shefi representatives, headed by Mrs. Keren Roth, Director of the Unit for the Prevention of Alcohol, Drug and Tobacco Use, teachers and guidance counselors who work at the schools, as well as the ICA Public Information and Education Dept. staff. This competition summed up a year of broad-based tobacco prevention activity in schools. In some schools the subject was expanded

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