title: Celebrity appeal: reaching women to promote colorectal cancer screening.
abstract: The Centers for Disease Control and Prevention's Screen for Life: National Colorectal Cancer Action Campaign works with the Entertainment Industry Foundation's National Colorectal Cancer Research Alliance to develop public service announcements (PSAs) featuring celebrities. Selection of Screen for Life celebrity spokespersons is based on a variety of factors, including their general appeal and personal connection to colorectal cancer. Screen for Life PSAs featuring celebrities have been disseminated exclusively through donated media placements and have been formatted for television, radio, print, and out-of-home displays such as dioramas in airports, other transit stations, and shopping malls. A 2012 national survey with women aged 50-75 years (n=772) investigated reported exposure to Screen for Life PSAs featuring actor Terrence Howard. In total, 8.3% of women recalled exposure to the PSAs. Celebrity spokespersons can attract the attention of both target audiences and media gatekeepers who decide which PSAs will receive donated placements.
authors.affiliation: 1 Soltera Center for Cancer Prevention and Control , Tucson, Arizona.
authors.forename: Crystale Purvis
authors.initials: CP
authors.lastname: Cooper
authors.forename: Cynthia A
authors.initials: CA
authors.lastname: Gelb
authors.forename: Kathleen
authors.initials: K
authors.lastname: Lobb
mesh_terms: D000368:Aged; D002487:Centers for Disease Control and Prevention, U.S.; D003113:Colonoscopy / Q000706:statistics & numerical data; D015179:Colorectal Neoplasms / Q000175:diagnosis* / Q000517:prevention & control; D003299:Cooperative Behavior; D055088:Early Detection of Cancer; D005197:Famous Persons; D005260:Female; D006293:Health Promotion / Q000191:economics / Q000458:organization & administration*; D006801:Humans; D008403:Mass Screening / Q000379:methods*; D008875:Middle Aged; D012959:Socioeconomic Factors; D013690:Television; D014481:United States