Abstract
Cancer outcomes for people living in rural and remote areas are worse than for those living in urban areas. Although access to and quality of cancer treatment are important determinants of outcomes, delayed presentation has been observed in rural patients. Formative research with people from rural Western Australia (WA) led to the Find Cancer Early campaign. Find Cancer Early was delivered in three regions of WA, with two other regions acting as controls. Staff delivered the campaign using a community engagement approach, including promotion in local media. Television communications were not used to minimize contamination in the control regions. The campaign evaluation was undertaken at 20 months via a computer-assisted telephone interview (CATI) survey comparing campaign and control regions. The primary outcome variable was knowledge of cancer signs and symptoms. Recognition and recall of Find Cancer Early and symptom knowledge were higher in the campaign regions. More than a quarter of those who were aware of the campaign reported seeing the GP as a result of their exposure. Despite limited use of mass media, Find Cancer Early successfully improved knowledge of cancer symptoms and possibly led to changes in behavior. Social marketing campaigns using community development can raise awareness and knowledge of a health issue in the absence of television advertising.
Highlights
There is clear evidence worldwide that cancer outcomes for people living in rural and remote regions are poorer than those living in urban areas [1]
This paper reports key findings from the process and impact evaluations of the first 20 months of the Find Cancer Early campaign
As Cancer Council Western Australia (WA) is a familiar brand in WA, the Find Cancer Early campaign materials used the same blue and yellow color scheme
Summary
There is clear evidence worldwide that cancer outcomes for people living in rural and remote regions are poorer than those living in urban areas [1]. Over the past decade much progress has been made in decreasing cancer mortality overall, there has been little progress in decreasing cancer mortality in rural and remote parts of the country [2, 3] People living in these areas are 20–30% more likely to die within 5 years of a cancer diagnosis than people from metropolitan areas [4]. International research indicates that the time taken to appraise symptoms and seek help (termed “patient delay”) and symptom management in primary care are key determinants of cancer outcome [11]. The longer it takes to diagnose cancer, the lower the survival rate for several common cancers [12, 13]. This paper reports key findings from the process and impact evaluations of the first 20 months of the Find Cancer Early campaign
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