Evaluation of a Cancer Research UK mass media campaign to tell the public about the link between cancer and obesity
PHE ePoster Library. Power E. 09/12/17; 186669; 109
Dr. Emily Power
Dr. Emily Power
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Abstract
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Abstract IntroductionObesity is the second biggest preventable cause of cancer after smoking, but only around 11% of the public are aware of the link between obesity and cancer. This study assessed the impact of a CRUK media campaign, piloted in October 2016, in the West Midlands, to raise awareness of this link. MethodsOnline surveys with adults aged 40-60 living in the intervention area (West Midlands) and a control area (Yorkshire and the Humber) were carried out pre-campaign (wave 1), post-campaign (wave 2), and three months post campaign (wave 3) (n~1200 per wave) in a Non-Randomised Controlled Trial design. Qualitative interviews - 80 on street 'intercepts' and 10 in depth - were conducted in the final week of the campaign. Measured included: awareness of the link; campaign recognition; response to the creative, attitudes to obesity related policy; any actions taken.ResultsThe campaign was associated with significantly higher awareness of the link between obesity and cancer, in the intervention sample immediately post campaign (increase of 22%), this was retained when participants were prompted 3 months after the campaign. Campaign recognition was strong, and the message and creative were well received. Support for policy remained largely unchanged, but was already high. A variety of actions were reported as a result of seeing the campaign, including changing eating behaviours. ConclusionThis was a successful campaign, which met the aim of raising awareness of the link between obesity and cancer. It engaged the public and even encouraging some people to make changes.
Abstract IntroductionObesity is the second biggest preventable cause of cancer after smoking, but only around 11% of the public are aware of the link between obesity and cancer. This study assessed the impact of a CRUK media campaign, piloted in October 2016, in the West Midlands, to raise awareness of this link. MethodsOnline surveys with adults aged 40-60 living in the intervention area (West Midlands) and a control area (Yorkshire and the Humber) were carried out pre-campaign (wave 1), post-campaign (wave 2), and three months post campaign (wave 3) (n~1200 per wave) in a Non-Randomised Controlled Trial design. Qualitative interviews - 80 on street 'intercepts' and 10 in depth - were conducted in the final week of the campaign. Measured included: awareness of the link; campaign recognition; response to the creative, attitudes to obesity related policy; any actions taken.ResultsThe campaign was associated with significantly higher awareness of the link between obesity and cancer, in the intervention sample immediately post campaign (increase of 22%), this was retained when participants were prompted 3 months after the campaign. Campaign recognition was strong, and the message and creative were well received. Support for policy remained largely unchanged, but was already high. A variety of actions were reported as a result of seeing the campaign, including changing eating behaviours. ConclusionThis was a successful campaign, which met the aim of raising awareness of the link between obesity and cancer. It engaged the public and even encouraging some people to make changes.
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