Journal article
The green acres effect: the need for a new colorectal cancer screening campaign tailored to rural audiences
Health education & behavior, Vol.35(6), pp.749-762
12/2008
DOI: 10.1177/1090198108320358
PMID: 18757773
Abstract
National health communication campaign developers have ignored rural audiences in campaign development and testing, despite the health disparities that exist for this group. Researchers in a rural Midwestern state tested the appropriateness of CDC's national colorectal cancer screening campaign, Screen for Life. Based on focus groups and a quasiexperimental design evaluation, researchers determined that the national campaign did not adequately address the needs of the rural audience. A new print and radio campaign was developed based on previous findings, grounded in social marketing and the health belief model. New tailored campaign materials were refined in focus groups. Final versions were tested in two quasiexperimental designs. Results support the campaign's reach and efficacy. Those in the intervention county were significantly more likely than the unexposed to (a) report recent exposure to ads, (b) plan to seek out information regarding screening, and (c) plan to get screened in the near future.
Details
- Title: Subtitle
- The green acres effect: the need for a new colorectal cancer screening campaign tailored to rural audiences
- Creators
- Shelly Campo - University of Iowa, Iowa City, IA 52242, USA. shelly-campo@uiowa.eduNatoshia M AskelsonTracy RoutsongLorrie J GraafMary LoschHolly Smith
- Resource Type
- Journal article
- Publication Details
- Health education & behavior, Vol.35(6), pp.749-762
- DOI
- 10.1177/1090198108320358
- PMID
- 18757773
- NLM abbreviation
- Health Educ Behav
- ISSN
- 1090-1981
- eISSN
- 1552-6127
- Publisher
- United States
- Language
- English
- Date published
- 12/2008
- Academic Unit
- Graduate College Admin and Gen; Injury Prevention Research Center; Public Policy Center (Archive); Communication Studies; Community and Behavioral Health
- Record Identifier
- 9984063125502771
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