Abstract
BackgroundThis work aimed to assess the effects of the annual breast cancer awareness campaign on internet search activity, and to compare these effects with those of similar campaigns in prostate and lung cancer. We further aimed to assess overall levels of online activity relating to all three neoplasms between 2004 and 2009.MethodsGoogle Insights for Search was employed to examine search trends for the term "breast cancer", across all Google domains between January 2004 and December 2009 (6 years). Search trends for both "prostate cancer" and "lung cancer" across all domains were also analysed for the same period, and these trends were compared with those for "breast cancer". Repeated measures ANOVA and Tukey post-hoc analyses were performed to assess for significant differences in activity.ResultsIncreased levels of online activity relating to breast cancer are consistently generated each October. There is a significantly higher level of background activity in breast cancer compared with that in lung or prostate cancer (p < 0.001), and the October campaign stimulates online activity more effectively than equivalent campaigns for these other malignancies (p < 0.001).ConclusionsThe annual breast cancer awareness campaign is proving effective in stimulating online activity and may hold useful lessons for other cancer awareness initiatives.
Highlights
This work aimed to assess the effects of the annual breast cancer awareness campaign on internet search activity, and to compare these effects with those of similar campaigns in prostate and lung cancer
The campaign, which celebrated its 25th anniversary in the United States in October 2009, is characterised by an effort to underscore the importance of self-examination and screening, whilst promoting existing resources which can assist those motivated by the campaign to adopt these behaviours[1]
Given the apparent relationship between people’s online activity and health behaviour, and the increasingly omnipresent influence of the Internet in daily life, this study aims to examine the effects of Breast Cancer Awareness Month (BCAM) on the Internet habits of the American population
Summary
This work aimed to assess the effects of the annual breast cancer awareness campaign on internet search activity, and to compare these effects with those of similar campaigns in prostate and lung cancer. In relation to cancer it has been demonstrated that use of the internet as a source for oncological information is increasing rapidly, with one recent study demonstrating utilisation by 63% of cancer patients[6]. These developments have not gone unnoticed by advocates seeking to raise awareness of particular cancers, as demonstrated by the ubiquity of advocate-affiliated websites available online. We aimed to examine search interest in both prostate and lung cancer, and to compare online activity for these malignancies with that of breast cancer
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
