UICC World Cancer Congress 2006

Objective: Despite effective early detection and prevention screening methods, colorectal cancer is the second leading cause of cancer death in the United States. This CDC-funded study aims to increase colorectal cancer screening (CRCS) rates in rural northeastern Colorado.

Methods: Using community-based participatory methods, the Joint Planning Committee (JPC) led the development of a multi-component, population-based CRCS intervention. Comprised of local rural community members, the JPC provided insight on rural cultures, access to local figures and organizations, and the ideas for intervention messages, materials, and dissemination strategies. The educational intervention heavily incorporates local residents and includes small and mass print media, community talks, and incentives. The intervention was piloted in two communities to assess residents' exposure to intervention materials. The research team conducted semi-structured interviews with a convenience sample of local community residents over age 50. Clinic staffs that assisted with the intervention were also interviewed.

Results: Forty-six community members were interviewed. Over 85% recognized at least one intervention component, with reach varying by component. Exposure to intervention messages appeared to increase awareness of colon cancer and CRCS. The inclusion of local people was the most prominent and influential aspect of the intervention materials. Main messages remembered were “get tested” and “prevention”. Several clinic staff and community members used the intervention as a vehicle to discuss colon cancer with others. Using a community participatory approach produced a message and dissemination model that was effective in reaching the target audience.