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Evaluating women's attitudes and perceptions in developing mammography promotion messages.
C Schechter1, C F Vanchieri, C Crofton
1Communications Programs, Prospect Associates, Rockville, MD 20852.
Public Health Reports (Washington, D.C. : 1974)
|May 1, 1990
Summary
Mammography screening is underutilized despite being effective for early breast cancer detection. Formative research identified key messages and communication channels to encourage women aged 40+ to undergo regular mammograms.
Area of Science:
- Public Health
- Health Communication
- Cancer Prevention
Background:
- Breast cancer remains a significant cause of mortality in women.
- Mammography is the most effective method for early breast cancer detection but is underutilized.
- Effective communication strategies are needed to improve mammography screening rates.
Purpose of the Study:
- To explore attitudes, knowledge, and beliefs about mammography among women aged 40-75.
- To identify barriers to mammography screening.
- To inform the development of communication strategies to increase mammography use.
Main Methods:
- Conducted small group discussions with white and black women aged 40-75.
- Explored participants' attitudes, knowledge, and beliefs regarding mammography.
- Utilized formative research principles from communication theory.
Main Results:
- Key barriers to mammography include perceived lack of personal need, absence of physician referral, and procrastination.
- Detailed insights were gathered to guide message and material development.
- Identified common message points for diverse female populations aged 40 and older.
Conclusions:
- Communication strategies should emphasize that all women 40+ are at risk for breast cancer.
- Messages should highlight the treatability of early-detected cancer and mammography's effectiveness in detection.
- Promote mammography as a low-risk, quick, and painless procedure, utilizing channels like TV, print media, and physician offices.