Sara Rubinelli, why are you committed to cancer prevention?

Sara Rubinelli: In my work, I often see the same pattern: people receive recommendations but do not necessarily act on them. Some cancers can be prevented or detected at an early stage, yet people do not always take advantage of these opportunities. I wanted to understand why.

Over time, it became clear that the key challenge lies in the gap between information and decision-making. How do people interpret what they hear? Does it fit into their lives? Do they feel able to act on it? This is where prevention succeeds or fails.

Do we actually know enough about cancer prevention?

We live in a world saturated with health information. Scientific recommendations compete with personal stories, media reports and, at times, misinformation. People cannot simply absorb knowledge; they need to make sense of it. That takes time, attention and confidence in their own judgement. So the question is less about how much people know and more about the conditions that allow genuine understanding to develop.

Communication clearly plays an important role here, too. 

Absolutely. Communication helps determine whether knowledge translates into action. It takes place through many channels, including social media, websites and public awareness campaigns. Clear language helps make information accessible to a broad audience. But communication also needs to help people make sense of what they read and hear. What matters? What can they trust? And what does it mean for them personally?

Are people aware of the health recommendations?

Many people know the general recommendations, but that does not necessarily mean they attend screening appointments. Knowing that screening is available is very different from understanding when it is appropriate, why it matters and how to access it.

Why, then, do so many people still not attend screening?

There are various reasons. Some people are afraid of the results; others underestimate their own risk. Practical barriers also play a part, including a lack of time, uncertainty about the process or difficulties accessing screening. Often, several factors come together: people hesitate, put it off and eventually do not go at all.

Understanding these patterns is crucial because we do not make decisions based on logic alone. We are not computers.

What role do our emotions play?

Emotions have a direct influence on our decisions. Fear can prompt someone to book an appointment – or put it off altogether. Trust in doctors and institutions lends credibility to recommendations, while mistrust can lead people to seek information elsewhere. Our emotions shape how we respond to cancer prevention.

Cancer prevention is also the focus of your current research project, “What people in Switzerland know, feel and do about cancer prevention – and how institutions can communicate more effectively” (News on securing external funding).

Yes. We are planning a nationwide study to gain a better understanding of cancer prevention from the public’s perspective. We will survey around 2,500 people about what they know, what they believe and what they do. We will also conduct interviews to explore their experiences in greater depth.

In addition, we will examine how institutions communicate information about cancer prevention and compare this with what people actually need. This will help us identify specific gaps and develop ways to address them.

What do you hope to achieve with your research?

We want to make cancer prevention more effective in everyday life. At the same time, people ultimately make their own decisions about their health. The role of research and institutions is to provide guidance through information that is clear, accessible and honest. This gives people a sound basis for making informed decisions about their own health.

What are your hopes for the future?

I hope cancer prevention becomes simpler. Information should be clearer, people should know where to turn for advice, and they should feel supported in making decisions. If we can achieve this, more people will attend screening appointments at the appropriate time and make informed decisions about their health.

This interview was first published by the Swiss Cancer League. Together with the Schaffhausen Cancer League and the Central Switzerland Cancer League, the Swiss Cancer League is funding Professor Rubinelli’s study, “What people in Switzerland know, feel and do about cancer prevention – and how institutions can communicate more effectively”. The interview is republished with kind permission.