Mobilizing messengers to promote colorectal cancer screening: A research-based social marketing intervention

Background/purpose: The Oregon Health Authority, Health Promotion and Chronic Disease Prevention Section, is working to increase colorectal cancer screening among Oregonians aged 50 to 75. One component of its approach is a social marketing intervention.

Methods: To inform this work, Metropolitan Group conducted qualitative research to determine barriers and motivators to screening. We then applied a social marketing lens to the findings, which laid a clear path to a behavior change campaign that includes earned and paid media, partnerships, provider engagement, web and social media and word-of-mouth. The core strategy of the campaign is to mobilize people who have already been screened to encourage their friends and family to be screened. Research and message pre-testing indicated this is one of the most powerful motivators for people to be screened.

Results/outcomes: Message pre-testing resulted in an increase in screened individuals' intention to talk to their friends about screening, the main call to action. The pilot campaign is in the field now and will be completed and evaluated in March. The statewide rollout of the campaign is anticipated in the summer. By the time of the annual meeting, we will have results and implications to share.

Conclusions/implications: To create measurable behavior change, public health campaigns must be based on research and a clear understanding of audience barriers, motivators and pathways. This case study outlines a research-based social marketing campaign that uses diffusion of innovation as a core strategy. This model of research and campaign design has implications for other health issues.