ArticleBMJ open2019
Impact of a mass media campaign on participation rates in a National Bowel Cancer Screening Program: a field experiment.
Article in BMJ open, 2019. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 24 papers, 2 of them syntheses that pooled it.
What it found
Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.
The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
24 citing papers in PubMed, 2 syntheses or guidelines pooled it, 48 citations in OpenAlex.
- Primary care practice-based interventions and their effect on participation in population-based cancer screening programs: a systematic narrative review.Primary health care research & development · 2024Pooled it
- Implementation Strategies for Interventions Aiming to Increase Participation in Mail-Out Bowel Cancer Screening Programs: A Realist Review.Frontiers in oncology · 2020Pooled it
- Trial
- Trial
- A global scoping review of interventions to increase participation in screening programmes for breast, cervical and colorectal cancer between 2016 and 2025.BMC public health · 2026Article
- From planning to savings: CRC screening organization and cost-utility analysis of early CRC detection in Bulgaria.Archives of public health = Archives belges de sante publique · 2025Article
- The Co-Design of an Evidence-Based Health Education Strategy to Improve Bowel Cancer Awareness and Screening in a Remote Tasmanian Community: Lessons Learned.Health promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals · 2025Article
- Using RE-AIM to evaluate the implementation of a social marketing and free product distribution project for fentanyl and xylazine test strips in New York State.Harm reduction journal · 2025Article
- Re-evaluating population-level screening recommendations to address increasing early-onset colorectal cancer rates in Australia: a modelling study.ESMO gastrointestinal oncology · 2025Article
- Educational interventions to improve bowel cancer awareness and screening in Organisation for Economic Co-operation and Development countries: A scoping review.Preventive medicine reports · 2024Article
- Article
- #CRCandMe: results of a pre-post quasi-experimental study of a mass media campaign to increase early-onset colorectal cancer awareness in Utah and Wisconsin.American journal of cancer research · 2024Article
- Online screening for excessive daytime sleepiness: a feasibility study.Frontiers in psychology · 2024Article
- Article
- Patients' views and experiences of delayed diagnosis of inflammatory bowel disease: a qualitative study.BJGP open · 2023Article
- A systematic review of the print media representation of ketamine treatments for psychiatric disorders.BJPsych open · 2023Review
- Article
- Public Awareness of Bowel Cancer Risk Factors, Symptoms and Screening in Tasmania, Australia: A Cross-Sectional Study.International journal of environmental research and public health · 2022Article
- Barriers and facilitators to participation in breast, bowel and cervical cancer screening in rural Victoria: A qualitative study.Health promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals · 2022Article
- The integrated screening action model (I-SAM): A theory-based approach to inform intervention development.Preventive medicine reports · 2021Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
4 authors at 2 institutions in 1 country.
Funding
No grant is acknowledged in the PubMed record.
Abstract
OBJECTIVES AND
designThis field experiment aimed to compare bowel cancer screening participation rates prior to, during and after a mass media campaign promoting screening, and the extent to which a higher intensity campaign in one state led to higher screening rates compared with another state that received lower intensity campaign exposure.
interventionAn 8-week television-led mass media campaign was launched in selected regions of Australia in mid-2014 to promote Australia's National Bowel Cancer Screening Program (NBCSP) that posts out immunochemical faecal occult blood test (iFOBT) kits to the homes of age-eligible people. The campaign used paid 30-second television advertising in the entire state of Queensland but not at all in Western Australia. Other supportive campaign elements had national exposure, including print, 4-minute television advertorials, digital and online advertising. OUTCOME MEASURES: Monthly kit return and invite data from NBCSP (January 2012 to December 2014). Return rates were determined as completed kits returned for analysis out of the number of people invited to do the iFOBT test in the current and past 3 months in each state.
resultsAnalyses adjusted for seasonality and the influence of other national campaigns. The number of kits returned for analysis increased in Queensland (adjusted rate ratio 20%, 95% CI 1.06% to 1.35%, p<0.01) during the months of the campaign and up to 2 months after broadcast, but only showed a tendency to increase in Western Australia (adjusted rate ratio 11%, 95% CI 0.99% to 1.24%, p=0.087).
conclusionsThe higher intensity 8-week television-led campaign in Queensland increased the rate of kits returned for analysis in Queensland, whereas there were marginal effects for the low intensity campaign elements in Western Australia. The low levels of participation in Australia's NBCSP could be increased by national mass media campaigns, especially those led by higher intensity paid television advertising.
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What OpenQuestion holds
Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.