UICC World Cancer Congress 2006

Objective: A community awareness and education campaign was implemented in Kentucky's Floyd and Pike Counties to increase awareness of colorectal cancer and screening services available to the general public. In 2002, approximately 56% of Kentucky residents over 50 have never been screened for colorectal cancer through sigmoidoscopy or colonoscopy, supporting the need for increased screening in all counties of the state.

Methods: The campaign had two major focus areas. One was a physician's survey designed to assess their perspective on effective methods to reach the target population. The second consisted of educational programs provided throughout the two counties for six months, and a media campaign using billboards and a panel interview with the local television station. Colorectal cancer screening tests were conducted. Data was collected on each individual screened to determine which method was most effective in reaching the general public population as well as the number of people screened as a result of the campaign.

Results: The collaboration among health care professionals for this campaign has been extraordinary and unprecedented in this area. Additionally, physicians reported that they have received more requests for colonoscopies than there are resources to provide them. Results of the physician survey showed that 40% of physicians had difficulty with their patients complying with screening. To address this issue, a new project has begun that will incorporate information from the surveys into a teaching kit to be given to physicians and their staff to be used as an educational piece for patients regarding colorectal cancer screening.