The eight-part series Smysl pro tumor (Sense of Tumour) is an adaptation of the internationally acclaimed (winner of Prix Europe 2018) Belgian series of the same name into the Czech environment. This series dominated the Sunday primetime television slot in Czechia from January to the end of February 2024. It was accompanied by an intense preventive and awareness campaign addressing oncological diseases with Czech organization Fuck Cancer. The campaign included public service announcements from nonprofit organizations, educational videos debunking cancer myths, podcast series with experts and patients hosted by a former cancer patient, social media engagement among TV audience and real patients on our broadcaster channel (@ceskatelevize) but also on Fuck Cancer IG (@wtfcncr) and among collaboration with influencers accompanied by #smyslprotumor, news and editorial segments, and merchandise which was inspired by series (special merino hats suitable for patients). As a result, the taboo of cancer was opened up, especially among young people, raising awareness of such an important topic and increasing interest in donating. The story is inspired by the true story of Belgian screenwriter Leander Verdievel and also in our version framed by the authentic memories of young people from Czech organization Fuck Cancer who have overcome cancer.