The French National Cancer Institute (INCa) has launched a creative social media campaign to reach 18–25-year-olds with a powerful message: cancer prevention starts early. Running throughout April, the campaign features four short videos on TikTok and Snapchat that mimic the style and tone of generation Z. What looks like content about skincare tips, saving money, or improving sleep habits is actually a clever reveal—real ‘miracle solutions’ are simple lifestyle choices like quitting smoking, limiting alcohol, eating well, and staying active.

This approach, titled La fausse piste (“The false lead”), uses humour and surprise to prompt young people to rethink their daily habits. INCa reminds us that many cancer risk factors are avoidable and often take root early in life. Because the damage from things like smoking or excessive alcohol use builds up silently over decades, small choices today can make a big difference in 30 or 40 years. To help young adults reflect on their own behaviour, the institute invites them to take Mon test prévention cancers—a quick, interactive tool that offers personalized feedback and tips.

The campaign also extends to older audiences. From April 2 to 30, a parallel initiative targets people aged 25–49 via TV and digital channels, encouraging them to act now for their long-term health. Throughout the year, messages will also be displayed in health centres to support discussions with medical professionals. By engaging both generations, INCa aims to normalize early prevention and make cancer risk awareness a part of everyday conversation.

Find more from INCa (France, April 2025)