Graduate School of Public Health, San Diego State University, San Diego, CA, USA.
Santa Fe Institute, Santa Fe, NM, USA.
Prev Med. 2014 Jan;58:81-4. doi: 10.1016/j.ypmed.2013.11.007. Epub 2013 Nov 16.
Celebrity cancer diagnoses generate considerable media coverage of and increase interest in cancer screening, but do they also promote primary cancer prevention?
Daily trends for smoking cessation-related media (information-availability) and Google queries (information-seeking) around Brazilian President and smoker Lula da Silva's laryngeal cancer diagnosis announcements were compared to a typical period and several cessation awareness events.
Cessation media coverage was 163% (95% confidence interval, 54-328) higher than expected the week after the announcement but returned to typical levels the second week. Cessation queries were 67% (95% confidence interval, 40-96) greater the week after Lula's announcement, remaining 153% (95% confidence interval, 121-188), 130% (95% confidence interval, 101-163) and 71% (95% confidence interval, 43-100) greater during the second, third, and fourth week after the announcement. There were 1.1 million excess cessation queries the month after Lula's announcement, eclipsing query volumes for the week around New Years Day, World No Tobacco Day, and Brazilian National No Smoking Day.
Just as celebrity diagnoses promote cancer screening, they may also promote primary prevention. Discovery of this dynamic suggests the public should be further encouraged to consider primary (in addition to the usual secondary) cancer prevention around celebrity diagnoses, though more cases, cancers, and prevention behaviors must be explored.
名人的癌症诊断会引起大量媒体对癌症筛查的关注和兴趣，但它们是否也能促进癌症的初级预防呢？
比较巴西总统和吸烟者卢拉·达席尔瓦喉癌诊断公告发布前后，与戒烟相关的媒体（信息可获得性）和谷歌查询（信息寻求）的日常趋势，与一个典型时期和几个戒烟意识活动。
在宣布后的第一周，戒烟的媒体报道比预期高出 163%（95%置信区间，54-328），但第二周就恢复到了正常水平。在卢拉宣布后的第一周，戒烟查询增加了 67%（95%置信区间，40-96），在第二、第三和第四周仍分别增加了 153%（95%置信区间，121-188）、130%（95%置信区间，101-163）和 71%（95%置信区间，43-100）。在卢拉宣布后的一个月，有 110 万次额外的戒烟查询，超过了元旦、世界无烟日和巴西全国无烟日这一周的查询量。
就像名人诊断可以促进癌症筛查一样，它们也可能促进初级预防。发现这一动态表明，应该进一步鼓励公众在名人诊断周围考虑初级（除了通常的二级）癌症预防，尽管需要更多的病例、癌症和预防行为来探索。
