UICC World Cancer Congress 2006

Objective: The Hawaii Comprehensive Cancer Control Coalition, Early Detection Action Team of the Hawaii Comprehensive Cancer Control Program developed a flexible mass media marketing campaign to heighten public awareness about the importance of cancer screening. Cancer screening is valuable for reducing morbidity and mortality for cancer sites such as breast, colon, and cervix. Various cancer control agencies in Hawaii promote screening programs, but there is an overarching need to increase public awareness about the importance of cancer screening regardless of cancer site, with emphasis on medically underserved ethnic groups.

Methods: The Early Detection Action Team membership collaborated with Bright Light Marketing Group to create broadcast media messages based on Social Marketing Theory. The advertisements promote cancer screening using general messages around the “Get Screened!” theme, include a modifiable seasonal site specific cancer screening message, and refer to the appropriate partner organization. The use of this “donut” format allows brand linkage with the program partner's existing campaigns and expands the campaign's broadcast.

Results: The media campaign was launched in January 2006 with twenty-nine 30-second spots over 3 weeks on a local television station, during news and game show programs. The viewer reach was 334,000 adults aged 35+. The campaign was followed up in February and March with sixty-eight 30-second AM/FM radio spots. Listener reach was 129,000 adults aged 35+. The National Cancer Institute's Cancer Information Service and the Hawaii Breast and Cervical Cancer Control Program will be utilized to examine impact from this media campaign.