Effectiveness of a social marketing media campaign to reduce oral cancer racial disparities.
OBJECTIVE
The purpose of this study was to provide a systematic evaluation of a theory-driven oral cancer awareness media campaign.


METHODS
We surveyed a cohort of residents in an intervention city (250) and a control city (250) immediately prior to and after the media campaign. Participants (125 black/African American and 125 white) in each city completed surveys at baseline and follow-up. Oral cancer campaign awareness was assessed in both cities, along with 4 hypothetical health campaigns. Oral cancer awareness, oral cancer exam awareness, intent to receive an oral cancer exam, interest in exam, and receipt of exam were also assessed in both cities, both at baseline and follow-up.


RESULTS
Intervention city residents showed a significant increase in recognition of the campaign, awareness of the oral cancer exam, and interest in getting an exam, while no significant changes in those topics were found for the control city. Blacks/African Americans in the intervention city were significantly more likely than whites to demonstrate increases in awareness of the campaign, oral cancer awareness, and interest in receiving an oral cancer exam.


CONCLUSIONS
A theory-driven media campaign was successful in increasing awareness of the oral cancer exam and interest in the exam among blacks/African Americans.
Watson
Jennifer M
JM
University of Florida, Department of Community Dentistry and Behavioral Science, PO Box 103628, Gainesville, FL 32610-3628, USA. jwatson@dental.ufl.edu
Tomar
Scott L
SL
Dodd
Virginia
V
Logan
Henrietta L
HL
Choi
Youjin
Y
D001741:Black or African American / Q000706:statistics & numerical data*; D016022:Case-Control Studies; D016009:Chi-Square Distribution; D003146:Communications Media; D005260:Female; D005431:Florida; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000458:organization & administration*; D006801:Humans; D008297:Male; D008875:Middle Aged; D009062:Mouth Neoplasms / Q000208:ethnology* / Q000517:prevention & control*; D015397:Program Evaluation; D040241:Social Marketing; D011795:Surveys and Questionnaires; D044465:White People / Q000706:statistics & numerical data*