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I välmeningens skugga: En etisk undersökning av Cancerfondens kampanj ”Säg NEJ till cancer!”
Jönköping University.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
In the shadows of good intentions : An Ethical Examination of the Cancer Society's campaign "Say NO to cancer!" (Swedish)
Abstract [en]

In april 2016, Cancerfonden launched a campaign against the endemic disease cancer. The campaign

was named ”Say NO to cancer!” which purpose was to raise awareness for the preventive

measures, which if followed correctly could preclude one third of all affected by the disease. The

campaign met a lot of criticism in media, from both individuals and the media itself. As a result of

the criticism, the campaign came to an end a week after its launch.

The purpose of this essay is to investigate what is morally doubtful with the campaign itself, and if

the criticism directed towards the campaign is morally justified. As a subsidiary aim, the essay also

examines whether it is reasonable to argue that the individual alone bears responsibility for their

own health.

Through a reflective qualitative content analysis, the following conclusion was reached. The campaign

was morally doubtful in that way that the criticism directed towards the campaign mediated

that the message was perceived as they were kicking on those who already suffered from cancer,

even if these individuals hade followed their measures, as they presented the preventive measures as

a lifestyleification where it all was taken very easy upon. The fact that Cancerfonden on their own

decided to lay the campaign to rest is evidence enough that something wasn’t right. Cancerfonden

themselves did in a public message explain that it was never their intention to blame anyone for getting

affected by cancer. As an individual and the society has a shared interest in the individuals

health, the campaign met a lot of criticism in areas such as guilt, responsibility of the individual

versus the institution, misinterpretation of the purpose of the campaign and generally a lack of clarity

of its purpose.

Place, publisher, year, edition, pages
2016. , 37 p.
Keyword [en]
Cancerfonden, cancer, ethics, moral, health.
National Category
URN: urn:nbn:se:hj:diva-30511ISRN: JU-HLK-RKA-2-20160022OAI: diva2:936453
Subject / course
HLK, Religious Studies
Available from: 2016-06-14 Created: 2016-06-14 Last updated: 2016-06-14Bibliographically approved

Open Access in DiVA

The full text will be freely available from 2017-06-12 08:23
Available from 2017-06-12 08:23

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