Can donated media placements reach intended audiences?

Area of Science:

• Public Health
• Health Communication
• Cancer Prevention

Background:

• Donated media placements for public service announcements (PSAs) are difficult to secure and may not reach target audiences.
• The Centers for Disease Control and Prevention's (CDC) Screen for Life (SFL) campaign aimed to improve colorectal cancer screening rates.

Purpose of the Study:

• To investigate open-ended recall of PSAs promoting colorectal cancer screening.
• To assess the effectiveness of donated media placements in reaching intended audiences.

Main Methods:

• Conducted 12 focus groups in three U.S. cities with adults nearing or within the recommended age range for colorectal cancer screening.
• Participants included men and women aged 50-75 years not compliant with screening guidelines.

Main Results:

• Most participants recalled exposure to colorectal cancer screening PSAs, particularly those from the SFL campaign.
• Exposure occurred through various donated media channels, including television, transit stations, and buses.
• Participants recalled key campaign messages regarding screening initiation at age 50 and early detection of polyps.

Conclusions:

• Donated media placements can be a viable strategy to reach mass audiences for public health campaigns.
• The SFL campaign successfully utilized donated media to educate adults about colorectal cancer screening.
• Effective PSA production, strategic partnerships, and media trend monitoring enhance the reach and impact of public health messaging.