Mass Media and Marketing Communication Promoting Primary and Secondary Cancer Prevention

Hannon, Peggy A.; Lloyd, Gareth P.; Viswanath, K.; Smith, Tenbroeck; Basen-Engquist, Karen; Vernon, Sally W.; Turner, Gina; Hesse, Bradford W.; Crammer, Corinne; Wagner, Christian von; Backinger, Cathy L.

doi:10.1080/10810730902806802

Cited by 10 publications

(5 citation statements)

References 21 publications

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“…This affective identification has been documented in educational materials focused on improving cancer screening rates and other public health issues (Rudd & Comings, 1994;Yancey, Tanjasiri, Klein, & Tunder, 1995) and may have implications for cancer primary and secondary prevention media campaigns in the Appalachia region and other regions in the United States. Although it has been documented that media campaigns can increase cancer screening awareness and screening rates, the current challenge is to create messages that reach diverse populations and that are theoretically based, culturally relevant, delivered through the appropriate channels, and undergo rigorous evaluation (Broadwater et al, 2004;Evans, Uhrig, Davis, & McCormack, 2009;Hannon et al, 2009;Southwell, Barmada, Hornik, & Maklan, 2002;Viswanath, 2005).…”

Section: > Discussionmentioning

confidence: 99%

Community Involvement in the Development and Feedback About a Colorectal Cancer Screening Media Campaign in Ohio Appalachia

Katz

Reiter

Fickle

et al. 2010

Health Promotion Practice

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A community needs assessment focused on colorectal cancer (CRC) screening knowledge, behaviors, and barriers was completed in one Ohio Appalachia county. A CRC screening media campaign was developed based on the findings from the needs assessment and feedback was obtained about the media campaign. The survey was completed by 170 self-reported average-risk adults. In a multivariate model, the CRC screening rate was higher for participants who had received a doctor’s recommendation (OR=6.09), had adequate CRC knowledge (OR=2.88), and was lower among participants employed full-time (OR=0.23). Having health insurance (OR=4.20) and being married (OR=2.58) was associated with having received a doctor’s recommendation for screening. Campaign feedback using a second survey completed by self-reported average-risk adults (n=61) revealed that 69% recognized the campaign image and message, with a billboard being the most cited source. This study highlights the importance of involving community members in the development of CRC screening programs to reduce cancer disparities in Appalachia.

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Section: > Discussionmentioning

confidence: 99%

Community Involvement in the Development and Feedback About a Colorectal Cancer Screening Media Campaign in Ohio Appalachia

Katz

Reiter

Fickle

et al. 2010

Health Promotion Practice

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“…The study also implied that media coverage might induce individuals to adopt cancer preventive behaviors (Stryker et al, 2008). Public health campaigns in Western countries have already begun to use mass media to disseminate cancer information (Hannon et al, 2009). Thus, mass media would be critical for health communication across the cancer continuum.…”

mentioning

confidence: 92%

News Coverage of Cancer in Japanese Newspapers: A Content Analysis

Miyawaki

Shibata

Ishii

et al. 2016

Health Communication

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Newspapers could provide effective and comprehensive information about cancer to the public. The present study conducted a content analysis of cancer-related articles in Japanese newspapers published in 2011. In total, 5,314 articles were identified and subsequently coded. Coding variables included cancer type, the cancer continuum, and topic of articles mentioning cancer. Approximately half mentioned at least one specific type of cancer, with the focus mostly on lung, leukemia, and breast. Stomach and colon cancers, which have the highest morbidity, were relatively underreported. The continuum received little attention, and was mentioned in only 11% of articles. Treatment was the most frequently mentioned part of the continuum, with prevention and screening mentioned only rarely. The most frequently mentioned topic was social issues. The findings suggest that cancer-related articles were found regularly throughout the year, meaning that they might be one of the most important sources of cancer information. However, they are affected by social issues and there were some imbalances in both cancer type and continuum. Considering the influence of newspapers, it would be helpful for providing more effective and accurate information to the public if Japanese newspapers increased mentions of specific types of common cancers and the cancer continuum, especially prevention.

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“…Future campaigns may be enhanced via increased collaboration with disciplines such as social marketers and health journalism. 38 There appears to be a need for mass media campaigns to be tailored to particular subpopulations or hard-to-reach subgroups, especially in the context of multicultural societies. Women aged >70 years, for example, were less likely to observe or notice the BCAC-BC materials and to have received a mammogram (5%).…”

Section: Resultsmentioning

confidence: 99%

Impact of a mass media campaign on breast cancer symptoms awareness and screening uptake in Malaysia: findings from a quasi-experimental study

et al. 2020

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ObjectiveTo evaluate the impact of a mass media campaign in terms of improving breast cancer (BC) symptoms awareness and screening uptake.DesignBefore—and after—study with comparator groups.SettingSelangor State, Malaysia.ParticipantsMalaysian women aged >40 years (n=676) from randomly selected households.InterventionA culturally adapted mass media campaign (TV, radio, print media and social media).Primary and secondary outcome measuresThe primary endpoint was BC symptoms awareness, which was assessed with the Breast Cancer Awareness Measure precampaign and postcampaign. Secondary outcomes included campaign reach, self-efficacy to notice BC symptoms and clinical outcomes. Clinical breast examination and mammogram screening data were collected from hospitals and clinics.ResultsMost participants recognised at least one of the campaign materials (65.2%). The odds of seeing the campaign were lowest for Chinese women (adjusted OR 0.25, 95% CI 0.15 to 0.40) compared with Malays and for women aged >70 years (adjusted OR 0.47, 95% CI 0.23 to 0.94) compared with younger women. Participants who recognised the campaign were significantly more likely to have improved awareness postcampaign compared with non-recognisers particularly for key symptoms such as ‘a lump or thickening in your breast’ (88.9% vs 62.1%) and ‘discharge or bleeding from nipple’ (79.7% vs 55.3%). Improvement in symptoms awareness scores was not associated with sociodemographic variables.ConclusionsImplementation in Malaysia of an evidence-based mass media campaign from the UK that was culturally adapted appeared to lead to improved awareness about some BC symptoms, though various modes of media communication and perhaps other health education approaches may be required to extend the reach to diverse, multiethnic populations and all age groups.

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Mass Media and Marketing Communication Promoting Primary and Secondary Cancer Prevention

Cited by 10 publications

References 21 publications

Community Involvement in the Development and Feedback About a Colorectal Cancer Screening Media Campaign in Ohio Appalachia

Community Involvement in the Development and Feedback About a Colorectal Cancer Screening Media Campaign in Ohio Appalachia

News Coverage of Cancer in Japanese Newspapers: A Content Analysis

Impact of a mass media campaign on breast cancer symptoms awareness and screening uptake in Malaysia: findings from a quasi-experimental study

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