Our challenge

One-third of all cancer cases in the Netherlands are caused by an unhealthy lifestyle and exposure to carcinogenic substances in our environment. By effectively addressing these lifestyle-related risk factors and environmental carcinogens  through targeted prevention policies, as many as  40.000 cancer diagnoses could be prevented each year.

Promoting a healthy lifestyle as part of cancer care also has demonstrable benefits for treatment outcome,, disease progression and the risk of recurrence. Integrating lifestyle as a standard component of oncology care can significantly improve patients’ quality of life.
 

Our dream

A healthy life in a healthy environment is the standard for all. Therefore, we prevent cancer and improve quality of life.

Our activities

• Towards a Tobacco-Free Generation 
  Together with the Heart Foundation, the Lung Foundation, and the Smoking Behavior Acceleration Team (NKC), we work toward a future in which no one suffers illness or death as a result of smoking. To achieve this, we run public campaigns, advocate for stronger tobacco control measures, and build partnerships with organizations and communities to strengthen and expand the movement. More information: Rookvrijegeneratie.nl
   
• Towards a Healthy Generation 
  Within the Association of Collaborating Health Foundations’ (SGF) “Healthy Generation” programme, we work to ensure that every children grows up in a healthy environment — now and in the future. To achieve this, we build public and political support for health-promoting environments, advocate for policy change, and help create conditions that make healthy living the easy and obvious choice. 
  
  We also raise public awareness of  the link between lifestyle factors — such as alcohol consumption — and cancer risk. More information: Gezondegeneratie.nl.
   
• We aim to eliminate carcinogenic substances in the environment
  We aim to ensure that no one is unnecessarily exposed to environmental carcinogens. To achieve this, we collaborate with organizations such as the Lung Foundation and Nature and Environment to advocate for the adoption of the latest WHO air quality guidelines into national legislation and for a European ban on PFAS. We also fund research, including studies investigating pesticide exposure and breast cancer risk.
   
• We promote lifestyle as part of cancer care
  We are committed to make lifestyle interventions a routine  part of cancer care.  Through our funding research programmes and collaboration with the Association of Collaborating Health Foundations (SGF), the Dutch Federation of Cancer Patients Organizations (NFK), and ZE&GG, we work to ensure that patients and healthcare professionals recognize the value of healthy lifestyle improvements and can access appropriate support programmes.
   

Our targeted funding possibilities

For the most up-to-date overview, see www.kwf.nl/calls
 

Lifestyle as part of cancer care: Evaluation and Implementation Research

We envision a future in which cancer patients receive tailored support in physical activity, smoking cessation, alcohol reduction, healthy nutrition, and stress management  —before,during and after their treatment. Although many effective lifestyle programmes already exist, they are not yet structurally embedded in routine care. We aim to change that.

To strengthen the evaluation and accelerate implementation of lifestyle interventions in oncology, we collaborates with ZE&GG and builds on the Appropriate Care Cycle (CVGG) methodology. Within this program, we bring together stakeholders from research, policy, clinical practice, and patient organizations to jointly define key research questions related to lifestyle effectiveness.

For prioritized key questions, KWF and ZE&GG facilitate co-creation phase in which multidisciplinary teams design research proposals with appropriate study designs and relevant outcome measures— ultimately leading to funded research projects. By involving policy makers, practitioners, and patient representatives early, research outcomes can be implemented more rapidly and effectively in clinical care.

Program Start: November 2025
Co-creation Research projects: 2026
Research Funding: 2027

Primary Prevention: Research Program 

We aim for a future in which fewer people develop cancer because healthy living in a healthy environment is the standard for all. Preventive measures are crucial for promoting and protecting health. However, their development, implementation and compliance are often hindered by political, legal, and commercial barriers. KWF seeks to break this policy impasse and create space for effective health policies addressing lifestyle risk factors and environmental carcinogens. 

The Primary Prevention Research Program aim to generate scientific knowledge that supports a society in which health is structurally promoted and protected through effective measures. 

The program consists of four interconnected subprograms:
1.    Legislation and regulation for healthier living
2.   Commercial influence & political economy
3.   Digital influence
4.   Healthy physical environments 

The program will be launched following a staged approach, starting with subprograms 1 and 2. In collaboration with the field, we will explore how these can best be shaped to ensure that the research questions align closely with practice and KWF’s ambitions. 

• Subprogram 1: Exploration in 2025, targeted research funding in 2026
• Subprogram 2: Exploration in 2026, targeted research funding in 2027