This promotes efficient translation of transcripts that encode critical effectors of the oncogenic state, such as SRY-box transcription factor 9 (Sox9) in colon cancer, DEK in breast cancer and hypoxia-inducible factor 1-alpha (HIF1α) in BRAFV600E melanoma, to drive tumour initiation, survival, metastasis and drug resistance (Ladang et al., 2015; Delaunay et al., 2016; Rapino et al., 2018). The gene discussed is HIF1A; the disease is malignant colon neoplasm.