The risk of dying from cancer can be considerably reduced through healthy lifestyle choices and early detection. Nevertheless, even in a well-resourced health system such as Switzerland’s, translating prevention guidelines and screening recommendations into consistent population-level uptake remains a complex challenge.

“Awareness alone that prevention is important does not automatically translate into preventive behaviour,” says Rubinelli, who will lead the research study. She notes that decisions around screening and prevention are influenced by a complex interplay of knowledge, emotions, perceived risk, trust and everyday constraints. Moreover, she points out, “cancer prevention often requires acting in the present to reduce a future and uncertain risk, which makes it psychologically less immediate.”

Improving cancer prevention through better communication

The study, entitled “Strengthening Institutional Communication for Cancer Prevention in Switzerland: A National Study of Knowledge, Attitudes, and Practices (KAP)”, will examine how adults in Switzerland understand, perceive and act on cancer prevention. It will identify gaps between awareness and behaviour, and develop recommendations for aligning institutional communication more closely with people’s needs and concerns. The project seeks to understand how people make decisions: where they obtain information, whom they trust, what worries or motivates them, and what may prevent them from taking action – even when they are aware of official recommendations. In addition, the study will examine whether the information currently provided by health institutions truly reflects people’s needs and concerns.

By exploring how people make sense of prevention information, Rubinelli aims to identify areas for improvement in cancer prevention communication: “The results will provide an evidence-based foundation for communication approaches that are better aligned with people’s concerns, values and lived realities, without presuming in advance where current communication falls short.”

A four-step national research approach

To address these questions, the research team will draw on expert input, a nationwide online survey and in-depth interviews to capture how people in Switzerland understand and act on cancer prevention. The study will also review existing public health communication and work with health professionals and the public to develop practical, evidence-based recommendations. The research project will run from 1 April 2026 to 31 March 2030.

Impact for public health

By improving the way cancer prevention is communicated, the project aims to make future health messages clearer, more trustworthy and better suited to everyday life. “Better communication can help bridge the gap between recommendations and real-life decision-making,” says Rubinelli. “The goal is not uncritical persuasion, but to enable understanding, foster trust and support realistic engagement with preventive behaviours over time.” 

Project title: “Strengthening institutional communication for cancer prevention in Switzerland: A national study of Knowledge, Attitudes, and Practices (KAP)”

Project Coordinator: Professor Sara Rubinelli, Faculty Health Sciences and Medicine, University of Lucerne

Co-investigators: Professor Oliver Gautschi, Medical Oncology / Tumour Centre, Lucerne Cantonal Hospital (LUKS); PD Dr Nicola Diviani, Person-Centred Health Care & Health Communication Group, Swiss Paraplegic Research (SPF); Dr Saskia Maria De Gani, Centre for Health Literacy, Careum

Project duration: 4 years

Total Award: CHF 375,000