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

ABSTRACT:

Objectives and design

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.

Intervention

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 cam

SUBMITTER: Durkin SJ 

PROVIDER: S-EPMC6347911 | biostudies-literature | 2019 Jan

REPOSITORIES: biostudies-literature