Utah Skin and Colon Cancer Media Campaigns

The Utah Cancer Action Network was created to reduce cancer incidence and mortality in Utah. The network selected skin and colon cancers as their first priority in a comprehensive plan. The state-wide media campaigns were developed based on market research to raise awareness about the importance of early detection and prevention of colon cancer and skin cancer. The primary messages of the skin cancer campaign are "Don't take the sun lightly" and "Cover up or use sunscreen on yourself and your children every day." The key messages of the colon cancer campaign were "The fact is, there are no early warning signs of colon cancer;" "If you're 50 or older, call your doctor to find out what colon cancer screening option is right for you;" and "A simple test saves lives." The integrated campaigns include radio and television ads, print ads, public relations, banners, billboards, posters, water bottles, lip balm, and sunscreen packets.

The goal of these media campaigns was to increase awareness of cancer prevention, protection, and early detection.

The media campaigns were evaluated using pre- and post-surveys. Prior to the campaign, 18% of survey respondents had seen or heard skin cancer prevention or sun protection announcements; following the campaign this percentage increased to 76%. Of those that remembered seeing adds, 78% remembered the main message or specific ad content. At baseline, 36% of those surveyed had seen, read, or heard colorectal cancer early detection announcements; following the campaign this percentage increased to 79%. Among those remembering ads, 85% could recall one of the main messages.