Milan, February 4th, 2025 — On World Cancer Day, the EU-funded iBeChange initiative has issued a powerful call to action for urgent, coordinated efforts to prevent cancer through innovation, collaboration, and behavior change. As part of this message, the project has launched two new white papers that offer fresh insights and policy recommendations:
- Governance Model for Big Data and Behavioral Change in EU Health Policymaking
- Policy Report on Prevention Strategies
Supported by the European Union’s Horizon Europe research and innovation programme, these reports highlight how behavior change interventions (BCIs)—enhanced by digital tools, artificial intelligence, and behavioral science—can reduce cancer risk and drive equitable, scalable public health solutions.
🔍 Why Now?
Europe is facing a growing cancer burden, projected to increase by more than 24% by 2030. Yet research shows that nearly half of all cancers are preventable, largely through modifiable lifestyle factors. Despite this, gaps in health literacy, fragmented policies, and insufficient cross-sector collaboration continue to hinder effective prevention.
🧠 Experts Call for Integration of Behavioral Science in Policy
Professor Gabriella Pravettoni (University of Milan) emphasized the role of behavioral science in shaping impactful public health strategies:
“We have the knowledge to reduce cancer risk at its root. iBeChange shows how evidence-based behavioral tools can empower people and reduce health disparities when built into public policy.”
Dr. Marianna Masiero and Dr. Chiara Marzorati, key researchers in the project, noted the importance of integrating psychological, environmental, and technological approaches:
“Prevention isn’t just about awareness—it’s about enabling real, long-term behavior change. iBeChange provides a framework for doing just that, with people at the centre.”
Denis Horgan, Executive Director of the European Alliance for Personalised Medicine (EAPM), stressed the urgency:
“We have the science and the tools. What we need now is political commitment and sustainable investment. Projects like iBeChange are essential to delivering Europe’s vision of fair, modern, and preventive healthcare.”
🛠️ Shaping Europe’s Cancer Prevention Landscape
The white papers provide concrete policy recommendations to support the goals of Europe’s Beating Cancer Plan and related EU initiatives like the European Green Deal. Key priorities include:
- Funding for behavioral science-based prevention
- Legislative support for responsible data-sharing
- Integration of behavioural change interventions into national health systems
🌍 A European Collaboration for a Healthier Future
iBeChange is driven by a pan-European consortium of researchers, institutions, and public health leaders. The project aims to bridge the gap between science, policy, and society, ensuring that new tools are practical, ethical, and designed for real-world impact.
📣 Join the Movement
The message is clear: the time to act is now. iBeChange is calling on policymakers, researchers, and citizens alike to support a smarter, more unified approach to cancer prevention.
Upcoming iBeChange activities include:
- A stakeholder roundtable to explore the white paper findings
- Pilot programmes across Europe to test prevention strategies in diverse populations
- Continued public engagement through digital channels
🔗 Stay connected with iBeChange on social media for updates, events, and ways to get involved.