IBeCHANGE - ADDRESSING PSYCHOSOCIAL AND LIFESTYLE RISK FACTORS TO PROMOTE PRIMARY CANCER PREVENTION: AN INTEGRATED PLATFORM TO PROMOTE BEHAVIOURAL CHANGE

Europe’s Beating Cancer Plan set has ambitious goals addressing key behavioral risk factors for cancer development, such as tobacco (target reduction of 30% by 2025), alcohol consumption (target reduction of 10% by 2025), unhealthy diets and physical inactivity (see also the HealthyLifestyle4All campaign). As “about 40% of cancer cases in the EU are preventable”, health promotion and preventive measures for cancer can benefit from the implementation of behavioural change (BC) and emotional management (EM) in the general population. However, previous research and practice have generally failed to achieve sustainable BC due to two factors: 1) not taking into account recent BC concepts showing the need of personalizing interventions and techniques