Three-Pronged Approach to IMPROVING Colorectal Cancer Screening RATES

Purpose: The Oregon Partnership for Cancer Control (OPCC) was formed to create a coordinated approach to cancer control. More than 100 organizations work together to implement strategies in the Oregon Comprehensive Cancer Plan, launched in 2005. The Colorectal Health Task Force is a subcommittee of OPCC. The purpose of the task force, and the #1 priority of OPCC, is to promote screening for colorectal cancer, aiming to reduce colorectal cancer incidence and mortality in OR.

Design and Methods: OPCC requested and received supplemental funding from the CDC to develop a multi-dimensional project to promote awareness and increase colorectal cancer screening. The three-pronged approach involves contracts for: 1) earned media, 2) public and health care provider education and community mobilization summits. The emphasis is to implement projects to reach rural areas, key stakeholders representing the cancer continuum, and priority populations.

Conclusions: These projects provide ideal opportunities to further the goals of the Comprehensive Cancer Plan to: build on and strengthen existing activities and relationships; engage new partners in meaningful ways in their own communities; enhance OPCC's visibility; promote state and local leadership; address key issues in the cancer care continuum; and host the first Call to Action Summit.

Results: In Year 01 and 02, the education projects have successfully established contact and activity in more than 25 cities and towns and priority populations in Oregon. Results include more than 15 newspaper articles, television and radio coverage, use of the Super Colon, the first local summit, and provider and community contacts.