268765 Cancer prevention messages that encourage behavior change

Monday, October 29, 2012 : 4:45 PM - 5:00 PM

Anthony Signorelli , The Advertising Council, New York, NY
Payal Shah, MPH , C-Change, Washington DC
     
Background and purpose: Studies show that current tobacco users are not receptive to smoking cessation messages and awareness about the connection between obesity and cancer is low. The purpose of this study is to better understand the adult American population's view of cancer prevention and develop and test specific messaging language that raises awareness about and increases cancer prevention behaviors throughout the lifespan. Method: We conducted this message testing research in two phases: 1) qualitative research where we presented to four focus groups different themes of messages and 2) survey asking about 1000 individuals age 35+, oversampling for African Americans and Hispanics, to rate specific messages developed based on results from the qualitative phase. Additional surveys are ongoing to test language to communicate the specific message that over 50% of cancer deaths are preventable and increase believability that cancer is preventable. Results: The studied population does not believe cancer is preventable, but they do believe you can reduce the risk of cancer. Therefore, “reduce your risk” was adopted. Language for four other messages relating cancer to diet, exercise, screening, and tobacco cessation were adopted. Conclusions and implications: The messages developed encourage the adult population to make the prescribed lifestyle changes in order to reduce their risk of cancer. We have created written messages and materials with tested effectiveness that are easily adoptable and encourage groups focused on cancer prevention or risk factors related to smoking, diet, and exercise to use it.

Learning Areas:
Chronic disease management and prevention

Learning Objectives:
Explain why prevention did not test well in the focus groups and reasons for using the language “reduce your risk” of cancer instead of “prevent” Describe the platform risk reduction message and the four specific messages related to diet, exercise, smoking cessation, and cancer screening in addition to specific language promoting the message that over 50% of all cancer deaths are preventable. Identify pre-tested materials to assist them in promoting messages in their constituencies

Keywords: Cancer, Prevention

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to present because I oversee communications and message development work in the area of disease prevention and public health. I oversee the C-Change Cancer Risk Reduction communications initiative on behalf of the Ad Council.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

Back to: 3444.0: Cancer communication: Prevention and survivorship (organized by HCWG)