Impact of a mass media campaign on participation rates in a National Bowel Cancer Screening Program: a field experiment

BMJ Open
Sarah DurkinMelanie Wakefield

Abstract

This field experiment aimed to compare bowel cancer screening participation rates prior to, during and after a mass media campaign promoting screening, and the extent to which a higher intensity campaign in one state led to higher screening rates compared with another state that received lower intensity campaign exposure. An 8-week television-led mass media campaign was launched in selected regions of Australia in mid-2014 to promote Australia's National Bowel Cancer Screening Program (NBCSP) that posts out immunochemical faecal occult blood test (iFOBT) kits to the homes of age-eligible people. The campaign used paid 30-second television advertising in the entire state of Queensland but not at all in Western Australia. Other supportive campaign elements had national exposure, including print, 4-minute television advertorials, digital and online advertising. Monthly kit return and invite data from NBCSP (January 2012 to December 2014). Return rates were determined as completed kits returned for analysis out of the number of people invited to do the iFOBT test in the current and past 3 months in each state. Analyses adjusted for seasonality and the influence of other national campaigns. The number of kits returned for analysis i...Continue Reading

References

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Citations

Aug 6, 2020·Journal of Family Medicine and Primary Care·Sulaiman A AlshammariHotoon S Alshammari
Sep 3, 2020·International Journal of Cancer. Journal International Du Cancer·Jennifer LaiCarolynn Gildea
Mar 14, 2021·Health Promotion Journal of Australia : Official Journal of Australian Association of Health Promotion Professionals·Denise AzarAmanda Proposch
May 28, 2021·Psycho-oncology·Belinda C GoodwinJoanne Aitken
Dec 31, 2021·Psycho-oncology·Larry MyersJoanne Aitken

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