Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia.
Melbourne School of Psychological Sciences, The University of Melbourne, Melbourne, Victoria, Australia.
BMJ Open. 2019 Jan 25;9(1):e024267. doi: 10.1136/bmjopen-2018-024267.
This field experiment aimed to compare bowel cancer screening participation rates prior to, during and after a mass media campaign promoting screening, and the extent to which a higher intensity campaign in one state led to higher screening rates compared with another state that received lower intensity campaign exposure.
An 8-week television-led mass media campaign was launched in selected regions of Australia in mid-2014 to promote Australia's National Bowel Cancer Screening Program (NBCSP) that posts out immunochemical faecal occult blood test (iFOBT) kits to the homes of age-eligible people. The campaign used paid 30-second television advertising in the entire state of Queensland but not at all in Western Australia. Other supportive campaign elements had national exposure, including print, 4-minute television advertorials, digital and online advertising.
Monthly kit return and invite data from NBCSP (January 2012 to December 2014). Return rates were determined as completed kits returned for analysis out of the number of people invited to do the iFOBT test in the current and past 3 months in each state.
Analyses adjusted for seasonality and the influence of other national campaigns. The number of kits returned for analysis increased in Queensland (adjusted rate ratio 20%, 95% CI 1.06% to 1.35%, p<0.01) during the months of the campaign and up to 2 months after broadcast, but only showed a tendency to increase in Western Australia (adjusted rate ratio 11%, 95% CI 0.99% to 1.24%, p=0.087).
The higher intensity 8-week television-led campaign in Queensland increased the rate of kits returned for analysis in Queensland, whereas there were marginal effects for the low intensity campaign elements in Western Australia. The low levels of participation in Australia's NBCSP could be increased by national mass media campaigns, especially those led by higher intensity paid television advertising.
本现场试验旨在比较在大规模媒体宣传活动前、期间和之后的结直肠癌筛查参与率，以及一个州开展高强度宣传活动与另一个州开展低强度宣传活动相比，对筛查率的影响程度。
2014 年中期，在澳大利亚选定地区开展了为期 8 周的电视主导的大规模媒体宣传活动，以推广澳大利亚国家结直肠癌筛查计划（NBCSP），该计划向符合条件的人群邮寄免疫化学粪便潜血检测（iFOBT）试剂盒。该活动在整个昆士兰州投放了付费 30 秒电视广告，但在西澳大利亚州完全没有投放。其他支持性的宣传活动元素具有全国性的曝光率，包括印刷品、4 分钟的电视广告、数字和在线广告。
NBCSP 的每月试剂盒返回和邀请数据（2012 年 1 月至 2014 年 12 月）。返回率的确定方法是，在每个州，将当前和过去 3 个月内邀请进行 iFOBT 检测的人数中，返回用于分析的完整试剂盒数量。
调整季节性和其他国家宣传活动影响后的分析结果。在宣传活动期间和播出后 2 个月内，昆士兰州返回用于分析的试剂盒数量增加（调整后的比率比为 20%，95%CI 为 1.06%至 1.35%，p<0.01），但在西澳大利亚州仅呈现出增加的趋势（调整后的比率比为 11%，95%CI 为 0.99%至 1.24%，p=0.087）。
在昆士兰州开展的高强度 8 周电视主导宣传活动提高了昆士兰州返回用于分析的试剂盒数量，而在西澳大利亚州开展的低强度宣传活动元素则产生了边际影响。澳大利亚 NBCSP 的参与率较低，可以通过全国性的大众媒体宣传活动来提高，尤其是那些由高强度付费电视广告主导的活动。
