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Observations from the CDC: CDC's Screen for Life: a National Colorectal Cancer Action Campaign
C M Jorgensen1, C A Gelb, T L Merritt
1Communication and Behavioral Sciences Branch, Centers for Disease Control and Prevention, Division of Cancer Prevention and Control, National Center for Chronic Disease Prevention and Health Promotion, Atlanta, Georgia 30341, USA.
Journal of Women'S Health & Gender-Based Medicine
|July 11, 2001
Summary
Low colorectal cancer screening rates persist despite available tests. The "Screen for Life" campaign aimed to boost awareness and encourage screening in adults aged 50 and older. Limited evaluation results are presented.
Area of Science:
- Public Health
- Health Communication
- Cancer Prevention
Background:
- Colorectal cancer is a leading cause of cancer deaths in the U.S.
- Screening rates for colorectal cancer remain suboptimal.
- A national campaign was needed to address this public health issue.
Purpose of the Study:
- To outline the development of the "Screen for Life: A National Colorectal Cancer Action Campaign."
- To detail the campaign's strategy from formative research to message and material creation.
- To present preliminary process evaluation findings.
Main Methods:
- Formative research was conducted to inform campaign strategy.
- Multiyear, multimedia approaches were employed.
- Campaign messages and materials were developed based on research.
Main Results:
- The "Screen for Life" campaign was launched in 1999 by the Centers for Disease Control and Prevention and the Health Care Financing Administration.
- The campaign targeted men and women aged 50 and older.
- Limited process evaluation data were gathered.
Conclusions:
- The development process of a national colorectal cancer screening campaign was detailed.
- The campaign aimed to increase awareness and screening uptake.
- Further evaluation is needed to assess campaign impact.
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