Evaluation of a media-based mammography program.
Reports indicate that only 15%-20% of women 50 years of age and older have had a mammogram. To promote screening mammography, the San Diego County Unit of the American Cancer Society sponsored a community-wide program that featured (1) discounted mammograms through participating clinics, (2) program promotion through television news, and (3) availability of a phone bank for obtaining referrals for mammography. Pre- and postintervention random sample phone surveys indicated that women's intentions to obtain a mammogram increased significantly after the media campaign, particularly in those aware of the program. Women's intentions after the media campaign predicted mammography compliance in the following year. A total of 3,102 women received mammograms directly through the program, with a "suspicious finding" rate of 4%. Participant satisfaction with the program was high.
Mayer
J A
JA
Graduate School of Public Health, San Diego State University, CA 92182.
Kossman
M K
MK
Miller
L C
LC
Crooks
C E
CE
Slymen
D J
DJ
Lee
C D
CD
D000328:Adult; D000570:American Cancer Society / Q000458:organization & administration*; D001519:Behavior; D001943:Breast Neoplasms / Q000517:prevention & control*; D002140:California; D005260:Female; D005500:Follow-Up Studies; D006266:Health Education; D006801:Humans; D008327:Mammography / Q000191:economics / Q000706:statistics & numerical data*; D008402:Mass Media; D008875:Middle Aged; D010342:Patient Acceptance of Health Care / Q000706:statistics & numerical data*; D015397:Program Evaluation