Annual Report 2006

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21 conduct educational activities in institutions of learning in order to eradicate lethal advertising campaigns launched by cigarette companies, and implement the Global Treaty against Smoking signed by Israel two years ago". Surprising Findings Emerged in the ICA Survey Conducted as "No Smoking Day" Approached As No Smoking Day 2006 approached, the ICA survey held by Market Watch was conducted through a computerized telephone poll, in mid- May 2006, with 500 interviewees participating, constituting a national and representative sample of the Hebrew speaking population in Israel. According to the survey findings, a cigarette lit in the hands of an actor or singer appearing on TV or in a picture in the newspaper, makes a fourth of the Israeli public angry. In the survey it further emerged that most of the public agrees that the price of cigarettes should be augmented as part of the war waged against smoking and that placing an ashtray on a table in public places constitutes an unwritten authorization to light up a cigarette. Additionally, in Israel, there are significant differences between the attitudes of smokers and non smokers, a difference also emerges between women's opinions and those of men, and there is even a distinction between the young and the old on the topics in which the survey engaged. Such that, for example, 32% of non smokers get angry when they watch or read about or see a lit cigarette, as opposed to 7% of smokers who get angry. Women get angry almost twice as much as men and about 15% of young people between the ages of 18- 24 have the urge to light a cigarette. 60% of non smokers agree to a cigarette price hike as a strategic move in the war against smoking, as opposed to a mere 18% among smokers. Women agree to the price hike more than men. About 50% of smokers would like to quit, and about 60% of them want their spouse/partner to quit smoking. 93% of non smokers would like their spouses/partners to quit smoking. The ICA launches Joint Smoking Cessation Campaign with Canaan Traffic Advertising, with the following advertising slogan positioned at the rear of public transportation vehicles: 'Keep your distance (from cigarettes)!' The ICA launched a joint campaign with Canaan Traffic Advertising in advertising slogans positioned at the rear of public transportation vehicles with assistance from BBDO/Gitam advertising agency. As part of the campaign, signs were placed on about 50 buses throughout Gush Dan (Metropolitan area of Tel Aviv) bearing the slogan: "Keep your distance (from cigarettes)!" with a referral to smoking cessation workshops conducted by the ICA. The campaign slogan uses the imagery of road safety and the dangers inherent in driving, in order to warn the general population about smoking and cigarette use and to call upon them to join smoking cessation workshops led by ICA. The campaign as mentioned was launched in association with Canaan Traffic Advertising, which contributed the advertising, and it ran for about three weeks. Our thanks go to Canaan Traffic Advertising which donated the signs for the campaign, and Marketing Deputy CEO, Yuval Atad and Customer Portfolios Manager, Dikla Yedidia-Glazer. New Publications Cancer and the Environment There has been much talk about the relationship between cancer and exposure to environmental substances. The ICA has published a new booklet on the subject of "Cancer and the Environment" which contains information regarding factors that have been proven to be or are suspected of being cancer-causing, and measures that may be taken in order to reduce exposure to them. Additionally, the booklet contains an explanation as to how scientists discover which substances put us at a high risk of developing cancer. It should be underlined that despite the fact that toxic substances may cause other health related problems, this booklet focuses solely on cancer diseases. At the end of the booklet one may find information about the government authorities responsible for reducing exposure to cancercausing substances and several sources of further information.
22 New Publications Female Sexuality The ICA has published a new and comprehensive booklet on female sexuality and fertility. The information contained in the booklet was collected for and geared towards women who contracted various cancer diseases, and refers to a wide range of diseases, treatments and conditions. The booklet is divided into five main parts. The first section briefly describes the female anatomy, the second section focuses on frequent problems related to sexual functioning and provides the reader with different coping tools, the third section deals in different treatments administered to combat cancer, side effects and ways of preventing them or coping with them, the fourth section deals in pregnancy, contraceptives and fertility problems and the fifth section contains frequently asked questions and answers to these questions, in order to assist the cancer patient in coping and adapting to changes in her sex life. Sexuality is an important part of our lives which is expressed in the need for intimacy, contact, warmth, connection and pleasure. There are couples who feel embarrassed and find it difficult to adapt to their new situation, which is perfectly natural. Despite the vast amount of knowledge that exists on the impact of the disease and its treatment on sexuality, many a time the patient and medical staff neglect the issue of sexuality, due to erroneous myths, culture and lifestyle, embarrassment, emotional baggage from the past, nature of the couple's life together, and how the environment reacts. Isreal Cancer Association Annual Report 2006 Preventing Harmful Effects of the Sun and Early Detection of Skin Cancer Some twenty odd years ago, the ICA began educational activities for the general population, with the aim of reducing the harmful effects of the sun and increasing awareness as to the importance of early detection. As part of this program, a “Skin Awareness Week” has been held annually for the past 15 years, at the beginning of each summer, for the general public and children, alongside educational activities, including seminars, health awareness days and the list goes on and on. Smart in the Sun Skin Cancer Prevention and Early Detection Awareness Week Skin Cancer Awareness Week, now in its 15th Photo: Israel Hadari year, took place in mid-June this year. Thanks to this campaign, the early detection rate for melanoma rose by fivefold, both among women and among men. During this week, an information campaign was held on skin cancer and it early detection, which included a TV radio and newspaper campaign, as well as dozens of information booths positioned in central areas in different cities. Additionally, over 300 test stations for early detection of skin cancer were set up all over Israel, in conjunction with the healthcare funds and with assistance from the Israel Society of Dermatology and Venerology and the Israel Society for Plastic Surgeons. Press Conference As the opening of "Skin Cancer and Early Detection Awareness Week" approached, an ICA press conference was held on June 11, 2006 at Beit Sokolov. During the press conference up to date statistics were released about skin cancer morbidity in Israel, new research studies in the field were presented and the inception of Skin Cancer and Early Detection Awareness Week was announced. Prior to the press conference, a fashion show displaying radiation blocking clothing and hats was held on the lawn with models, such as Eldad Amir and children. Among those attending the press conference were Prof. Robin Marks, Chairman of the International Dermatology Association, researcher at the University of Melbourne in Australia, a physician in the Dermatology Ward at St. Vincent Hospital and a member of Victoria's Skin and Cancer Foundation, Australia, Dr. Micha Barhanna, Director of the National Cancer Registry at the Ministry of Health, and Mrs. Miri Ziv, ICA Director General. Mrs. Miri Ziv, ICA Director General, announced the opening of "Skin Cancer Prevention and Early Detection Awareness Week" and reported that "since we first initiated the Skin Cancer Awareness Week campaign 14 years ago, there has been a significant increase in the diagnosis of melanoma in Israel and there has been a
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102 Intestinal Tract: Dr. A. Figar
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104 Dr. Y. Kapalushnik Dr. Y. Melle
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106 Orthopedics: Prof. Y. Meller Dr
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108 Administration and Department D
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