Colorectal cancer screening promotion: Evaluation of a pilot campaign and implications for a statewide rollout

Background/purpose: The Oregon Health Authority (OHA) received a CDC grant to increase colorectal cancer (CRC) screening among Oregonians aged 50 to 75. One component of its approach is a public education campaign. Methods: Based on original research that found Oregonians are more likely to get screened if they're encouraged by someone they trust, Metropolitan Group (MG) and OHA designed a social marketing campaign that asks already screened Oregonians to talk about their experience and encourage other people in their lives to get screened too. We pilot tested the campaign in Clatsop County, Oregon, using product, price, place and promotion strategies. Results/outcomes: Evaluation, including a pre and post telephone survey and screening rates among local providers, proved the approach to be effective in both increasing awareness of CRC screening (outcome measures), and preventing the cancer or catching it early (impact measures). Based on the success and lessons learned from the pilot, we have rolled the campaign out statewide. The goals are to increase screening among all Oregonians age 50 to 75 and decrease disparities related to screening and mortality in African American, Native American and rural communities. Conclusions/implications: This campaign provides valuable insights into effective campaign research and planning as well as implementation and evaluation. Findings have implications for other organizations working to engage underserved audiences to reduce health inequities, and provides insights about working in prevention in the current Health Reform climate.