Launched on World Cancer Day 2007, "Today's children, tomorrow's world" is a five-year programme aimed to raise awareness about the ways we can prevent cancer through the choices we make. 2007 introduced the overall theme, and 2008 saw the launch of the first year-long public-awareness campaign with "I love my smoke-free childhood".

From 2008 to 2011, each year will focus on a different issue:

• 2008 – give children and young people a smoke-free environment
• 2009 – encourage an energy-balanced lifestyle based on healthy diet and physical activity
• 2010 – learn about vaccines against viruses that cause cancers (e.g. HBV vaccines)
• 2011 – teach children and teenagers to avoid UV exposure by being "sun smart"