Recognizing Innovation in Cancer Prevention

Approximately 40% of cancer cases in the US can be attributed to modifiable risk factors, like smoking, alcohol consumption, and sun exposure. Despite strong evidence pointing to the importance of prevention, communicating best practices remains a significant public health challenge. 

February is National Cancer Prevention Month, a key time to raise awareness for the actionable steps individuals can take to reduce their risk of cancer. It is vital that the oncology community identify effective and sustainable strategies to encourage prevention measures and thus reduce the burden of cancer on both individuals and a strained health care infrastructure. 

For the past 15 years, the Association of Cancer Care Centers (ACCC) has recognized exceptional initiatives and solutions to the biggest barriers in cancer care through the ACCC Innovator Awards. Several past winners developed initiatives grounded in prevention, including 2 programs that leveraged community partnerships and creative communication strategies. 

Cancer Crushing Prevention and Early Detection 

In 2015, Tri-Cities Cancer Center (TCCC) in Kennewick, Washington, conducted a data review of their local tumor registry and identified a significantly higher rate of late-stage lung and colorectal cancer diagnoses than the national average. In response, the cancer center turned its focus to community education campaigns that encourage appropriate screenings and preventive lifestyle choices. By partnering with the cancer center’s marketing team, local media, the American Cancer Society, and the Benton-Franklin Health District, TCCC rolled out public health messaging that combined humor, evidence, and community input.  

This project required a multipronged approach with messaging tailored to the diverse community and the wide range of actionable malignancies. For example, separate educational videos were created to discuss the leading cancer diagnoses in men and women. This kept the scope of the videos narrow and specific, and allowed for language and design that appealed to each gender. In another prevention campaign, video vignettes were created in both English and Spanish to promote the free “Quit Tobacco” program, ensuring accessibility for the region’s Hispanic/Latino population. 

From 2017 to 2018, TCCC saw a 29% increase in patients and a 25% increase in website traffic. While this engagement with the cancer center was likely driven by multiple factors, it was a sign that the community was more aware and proactive about addressing cancer-related concerns. TCCC’s commitment to early screening and prevention in the community earned the program a 2018 ACCC Innovator Award. 

HPV Vaccination: Engaging Community Partners for Success 

When the first vaccination against human papillomavirus (HPV) was approved by the FDA in 2006, providers were armed with one of the most effective cancer prevention tools to date. In 2014, Outer Banks Hospital in Nags Head, North Carolina, identified that HPV-related cancers, including cervical and head and neck cancers, were on the rise in their community and that vaccination rates were significantly lower than the national average. The CDC recommends children receive 2 doses of the HPV vaccine between the ages of 11 and 12, so Outer Banks Hospital designed a cancer prevention campaign to reach parents and providers of this age group. 

The hospital’s Cancer Committee developed a working group that included leadership from the local health department and school district to ensure alignment and collaboration. One significant challenge identified early was a concern among parents that HPV vaccines would promote early sexual behavior. To shift that focus, the Cancer Committee framed its conversations and initiatives around the question, “If you could prevent your child from developing a certain type of cancer as an adult later in life, would you do it?” 

Outer Banks Hospital ran parallel awareness campaigns to educate parents and providers. The hospital’s community newsletter, health clip videos posted on YouTube and the Dare County Schools’ website, and flyers distributed in public middle schools were all crafted with parent-focused language centered on cancer prevention rather than sexual activity. Primary care providers were reached via “Dear Colleague” letters and a cover story in the hospital’s provider newsletter. These communications aimed to educate local providers about the cancer prevention benefits of the HPV vaccine and to raise awareness of their role in educating parents. One year after the program was initiated, HPV vaccination rates in 8th graders had more than doubled from 6% to 16%. 

HPV-related cancers typically do not occur for years postinfection, meaning the cancer prevention effects of this initiative still aren’t fully understood. Rather, Outer Banks Hospital’s work to increase HPV vaccination rates was an investment in the future health of adolescents in the community. That forward-thinking approach and commitment to community collaboration earned Outer Banks Hospital a 2016 ACCC Innovator Award. 

Share Your Innovation on a National Stage 

Each of these cancer centers made a huge impact in their communities through cancer prevention initiatives. Those impacts were amplified further by the ACCC Innovator Award platform, through which winners present their solutions at the annual ACCC National Oncology Conference and are featured in Oncology Issues, the CANCER BUZZ podcast, and other ACCC channels. Community impact becomes national impact, sparking conversations and collaborations among cancer centers across the country. 

Applications for the 2026 ACCC Innovator Awards are open through Monday, February 23, 2026. If your cancer program is making critical process and quality improvements while tackling today’s most pressing operational and workforce challenges, this is your moment to be recognized. 

Resources 

• Oncology Issues: Cancer Crushing Prevention and Early Detection 
• Oncology Issues: HPV Vaccination: Engaging Community Partners for Success