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Health Promot Pract. 2014 Sep;15(5):750-8. doi: 10.1177/1524839913519446. Epub 2014 Feb 6.

Analysis of the benefits and costs of a national campaign to promote colorectal cancer screening: CDC's screen for life-national colorectal cancer action campaign.

Author information

1
Centers for Disease Control and Prevention, Atlanta, GA, USA dce3@cdc.gov.
2
Emory University, Atlanta, GA, USA.
3
Centers for Disease Control and Prevention, Atlanta, GA, USA.
4
Soltera Center for Cancer Prevention and Control, Tucson, AZ, USA.

Abstract

The Centers for Disease Control and Prevention's Screen for Life: National Colorectal Cancer Action Campaign (SFL) is one of the longest running national multimedia campaigns to promote colorectal cancer screening. Since its inception in 1999, no study has quantified the benefits and costs of SFL. We modeled the impact of SFL campaign on screening rates, assuming that the effect size would range from 0.5% to 10% of the unscreened population exposed to the campaign in the last 14 years. Given the estimated benefits of the campaign and costs, we calculated the cost per person screened (2012 dollars). We hypothesize that if 0.5% of the population exposed to campaign messages were screened for colorectal cancer, an additional 251,000 previously unscreened individuals would be screened. The average cost of SFL per person screened would be $2.44. On the other hand, if 10% of the population exposed to campaign messages were screened, an additional 5.01 million individuals would be screened. The average cost per person screened would be $0.12. Results indicate that SFL improves screening rates at a relatively low cost per person screened. The findings in this study provide an important starting point and benchmark for future research efforts to determine the benefits and costs of health communication campaigns to promote cancer prevention.

KEYWORDS:

benefits; cancer prevention and control; colorectal cancer; costs; health communication; health promotion; mass media

PMID:
24505055
PMCID:
PMC5836740
DOI:
10.1177/1524839913519446
[Indexed for MEDLINE]
Free PMC Article

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