UICC World Cancer Congress 2006

Objective: Previous research revealed low public knowledge and awareness concerning early cancer detection behaviors. The present study determined the reach and appreciation of a media-led educational campaign on early detection of cancer and its effects on psychosocial determinants of passive cancer detection behavior and medical help-seeking for cancer symptoms.

Methods: Over a two-month period, a multi-faceted media campaign was implemented to promote awareness of early detection of cancer. To evaluate its impact, a random sample of 459 adults of 55 years and older was interviewed before and after the campaign. A non-pretested control group (n= 400) was incorporated to control for potential test effects. The telephone interviews assessed various behavioral determinants, beliefs and intentions toward passive detection behavior, i.e. attentiveness to cancer symptoms, and timely medical help-seeking.

Results: Overall, 43% of the respondents in the target group were aware of one or more components of the campaign. All components were evaluated positively (mean score: 3.1; maximum score: 4). At posttest, respondents were classified into four groups, based on their pretest participation and campaign exposure. After controlling for demographic differences between these groups, the results showed that respondents in the two groups that had been exposed to the campaign consistently reported the highest and most positive levels of knowledge, awareness, beliefs and intentions. As exposure to the campaign had significant positive effects on awareness, intentions to perform passive cancer detection behavior and timely medical help-seeking, and several other beliefs, the campaign was successful in realizing its objectives.