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Effects of Message Framing on Cervical Cancer Screening Knowledge and Intentions Related to Primary HPV Testing
Shannon N Ogden1, Emily A Leskinen2, Elizabeth A Sarma3
1Department of Health Law, Policy and Management, Boston University School of Public Health, Boston, Massachusetts.
Cancer Prevention Research (Philadelphia, Pa.)
|April 13, 2021
Summary
Brief public health messaging significantly boosted cervical cancer screening intentions and knowledge for primary human papillomavirus (HPV) testing. Messaging effectiveness was consistent regardless of whether it used gain- or loss-framed language.
Area of Science:
- Public Health
- Health Communication
- Gynecologic Oncology
Background:
- Primary human papillomavirus (HPV) testing is recommended for cervical cancer screening in the US, but uptake remains low.
- Gain- and loss-framed messaging may influence health behaviors, but evidence is mixed for cervical cancer screening and absent for HPV testing.
- Understanding factors that increase screening intentions for primary HPV testing is crucial for improving cervical cancer prevention.
Purpose of the Study:
- To compare the effects of gain- versus loss-framed messaging on cervical cancer screening knowledge and intentions related to primary HPV testing.
- To assess the impact of brief public health messaging on awareness and beliefs about HPV testing for cervical cancer screening.
Main Methods:
- A randomized study involving 365 females aged 21-65 who received either gain- or loss-framed messages about cervical cancer screening.
- Pretest and posttest measures assessed cervical cancer knowledge, beliefs, and intentions regarding primary HPV testing.
- Generalized estimating equations were used to model message and framing effects, controlling for demographic factors and baseline measures.
Main Results:
- Messaging significantly increased HPV-related screening intentions (aOR: 2.4), knowledge (aOR: 1.7), perceived effectiveness (aOR: 4.3), and preference for HPV screening (aOR: 3.2).
- These positive impacts were observed regardless of message framing (gain vs. loss).
- No significant interaction between message framing and outcomes was found, indicating framing did not alter effectiveness.
Conclusions:
- Brief public health messaging effectively enhances knowledge, beliefs, and intentions for primary HPV testing for cervical cancer screening.
- Message framing (gain vs. loss) did not significantly influence the effectiveness of the messaging.
- Messaging campaigns, potentially combined with other strategies, can be a valuable tool to increase the uptake of primary HPV testing.
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