Giant Inflatable Colon Enhances Community Knowledge and Intention for Colorectal Cancer Screening

Abstract

Background and context: Cancer represents a global health threat and is considered a leading cause of death worldwide. Statistics in Lebanon show that cancer incidence rate has dramatically increased over the last decades, which calls for the development and implementation of effective strategies in combatting cancer through awareness, prevention, and early detection. Colorectal cancer (CRC) continues to be the second most common in women and fourth most common among men in Lebanon. Aim: Since March is the colorectal cancer awareness month, the Cancer Prevention and Control Program - Naef K. Basile Cancer Institute - American University of Beirut (AUB) Medical Center in collaboration with AMALOUNA, an AUB affiliated educational organization that aims to raise awareness about cancer, cancer prevention and cancer research, launched a campaign tailored for this type of cancer. The aim of this campaign was to raise awareness about colorectal cancer, break the cycle of fear, and increase public knowledge about CRC using interactive educational activities. Strategy/Tactics: A walk-through giant inflatable colon was built specifically for the event. This educational tool offers participants a visual representation of the normal histology of the colon, the different stages of colon cancer development ranging from a simple polyp to a metastatic cancer as well as preventive tips. Vouchers for colorectal cancer screening tests were distributed to eligible participants after the visit of the colon. Program/Policy process: Since 2017, we have conducted six outreach activities all over Lebanon in which the inflatable colon was displayed for educating the community about CRC. To evaluate whether this giant colon improves the community knowledge about CRC, pre and post-surveys related to the age of screening, risk factors, symptoms, and CRC prevention were collected anonymously before and after touring the inflatable colon. Outcomes: Data collected from more than 700 participants demonstrated that the inflatable colon increased participants' knowledge concerning CRC. Most importantly, it increased their intention to get screened by 27.5% and their comfort with talking to others about CRC screening by 19%. What was learned: These results indicate that the interactive colon is an effective educational tool that can make a positive impact by increasing public awareness about CRC and their intention to get screened. Such educational efforts conducted in the community promote cancer screening and encourage people to adopt healthier lifestyles.