272000 CDC Screen for Life Campaign "No Excuses" and "No Hay Excusas"

Monday, October 29, 2012 : 4:30 PM - 4:33 PM

Cynthia Gelb , Division of Cancer Prevention and Control, Centers for Disease Control and Prevention, Atlanta, GA
Lindsey Polonec, MA , Division of Cancer Prevention and Control, Centers for Disease Control and Prevention, Atlanta
Jennifer Chu , Social Marketing, Ogilvy Washington, Washington, DC
Michaela Thayer , 1111 19TH St NW, Ogilvy Washington, Washington DC, DC
Lauren Grella, MA , Social Marketing Group, Ogilvy Washington, Washington, DC
Alexandra Vaughn , 1111 19TH St NW, Ogilvy Washington, Washington DC, DC
  
“No Excuses” and “No Hay Excusas” – English- and Spanish-language TV public service announcements (PSA) – were developed by the Centers for Disease Control and Prevention (CDC) in support of the Screen for Life: National Colorectal Cancer Action Campaign. CDC's multiyear, multimedia Screen for Life campaign informs men and women aged 50 years and older about the importance of having regular colorectal cancer screening tests.

In these TV PSAs, a series of diverse men and women voice misconceptions about who should be screened, and an off-screen expert explains the facts and why screening is important. The clear take-away message is that screening for colorectal cancer saves lives.

The approach to “No Excuses/No Hay Excusas” is rooted in findings from formative research conducted in 2010. The CDC research team conducted focus group research with 218 English- and Spanish-speaking men and women in five cities across the United States to better understand what Americans know about colorectal cancer and related screenings, as well as assess their opinions about print and TV PSA concepts. Participants responded favorably to the clarity of the “No Excuses/No Hay Excusas” message and the concept's approach to acknowledging the barriers to getting screened. Participants also expressed their preference for a positive ending (e.g., the depiction of a person who got screened and who was able to prevent cancer) and their belief that any PSAs developed by the CDC should reflect diversity in gender, age, and ethnicity. As such, “No Excuses” and “No Hay Excusas” counter common barriers, present direct information, feature diversity, and include a positive, uplifting ending.

“No Excuses” and “No Hay Excusas” are available in :30 and :60 second versions. They can be viewed here: http://www.cdc.gov/cancer/colorectal/sfl/tv_psa.htm.

Learning Areas:
Public health or related education

Learning Objectives:
1. Explain and dispel common misconceptions about colorectal cancer. 2. Demonstrate the importance of colorectal cancer screening. 3. Identify who should be screened and talk to their doctor about screening.

Keywords: Cancer Prevention, Cancer Screening

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I participated in the development of “No Excuses” and "No Hay Excusas" from conception to production and distribution, including working with the CDC to apply research findings to our creative approach. I am also responsible for the ongoing evaluation of these PSAs through monthly monitoring of cumulative impressions and ad value.
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.

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