Test for Life: Increasing community awareness of colorectal cancer screenings through a sustained, collaborative, multi-media campaign

Colorectal cancer screening rates have decreased despite the fact that regular screening could prevent 60% of colorectal cancer deaths. Community-wide screenings promote early detection and awareness of screenings.

Implemented since 2004, The Test for Life campaign has encouraged awareness and early detection of colorectal cancer. A collaboration between Premier Community Health (PCH), Kroger Pharmacy, Wright State University, television station WDTN, and the American Cancer Society provided free fecal occult blood tests (FOBT) with educational brochures through Kroger Pharmacies. Local news stories, public service announcements, store ads and a calendar sent to 155,000 homes discussed the importance of colorectal cancer screening and directed the community to pick up the free tests. Participants completed the screening and returned the result card to PCH. Staff verified results, sent letters with a $10 Kroger coupon to encourage participation, and contacted individuals by phone whose test detected blood in the stool.

During the past five years, the return rate of result cards to PCH has increased from 15.3% in 2004 to 36.9% in 2007. Of the 4,057 FOBTs completed last year, 138 had occult blood present. On follow-up, it was learned 29 participants had a colonoscopy. Of these, 16 had polyps removed, six had hemorrhoids and/or diverticulosis and two were diagnosed with early stage colon cancer.

The Test for Life campaign was an effective means of communicating with the public about colorectal cancer that other communities can duplicate. Results indicate that providing free FOBTs can increase awareness of colorectal cancer screenings.