What You Don't Know Can Hurt You:Community -Led Model Sparks Lung Cancer Awareness Revolution

In a powerful display of collaboration and innovation, a new community-based model is transforming lung cancer awareness at the grassroots level. Long haunted by the belief that “what you don’t know doesn’t hurt,” many communities have historically shied away from cancer screening and education — but that is rapidly changing, thanks to the transformative C-CARE Model.

The initiative — a brainchild of the partnership between the County Government of Uasin Gishu and the Bristol Myers Squibb Foundation (BMSF) — is delivering creative, relatable, and effective cancer education right where it’s needed most: at the community level.

During her visit to Kamalel Health Centre, BMSF President Catherine Greens lauded the program’s reach and impact, commending the passion and professionalism of community health promoters.

> “The expertise and dedication I’ve witnessed here are truly inspiring. We must keep the momentum going to build a healthier, brighter future together,” she stated.

Joan Letting, the Community Health Strategy Focal Person, emphasized that the C-CARE model is more than just about information — it’s about transformation.

> “We’re seeing real change. People are becoming more open to screening, more informed, and most importantly, more proactive about their health,” Letting said.

A key driver of the model’s success is its holistic design: awareness campaigns that meet people where they are; education that is relatable and stigma-free; research that informs evidence-based action; and tobacco cessation programs that are voluntary, incentive-free, and people-driven.

One standout success story is that of Francis Wachira, a former heavy smoker who has reduced his consumption from 30 cigarettes a day to just three — and counting.

> “The sensitization helped me see what I was doing to myself. I now want to help others quit too,” he shared proudly.

The initiative has not only kick-started a tobacco cessation movement but also strengthened the referral system for lung-related illnesses — ensuring that patients can transition smoothly from community-level care to tertiary facilities such as Moi Teaching and Referral Hospital (MTRH).

With myths being dispelled and lives being saved, the message is clear: what you don’t know can hurt you — but what you learn can heal.

As the C-CARE Model continues to take root, this quiet revolution in Kamalel may well become the blueprint for nationwide change.