title: Tweeting About Prostate and Testicular Cancers: What Are Individuals Saying in Their Discussions About the 2013 Movember Canada Campaign?
abstract: Effective and persuasive health campaigns are an important tool for promoting cancer prevention education. The 2013 Movember Canada campaign presented an opportunity to raise awareness and funds about men's health with a particular focus on prostate and testicular cancers. The Movember campaign encouraged participants to talk about men's health (including prostate and testicular cancers) and had a strong presence on social media sites such as Twitter in November 2013. The objective of this study was to analyze tweets about the 2013 Movember Canada for underlying themes in order understand what those discussions were about. A directed content analysis methodology was used to analyze 2400 tweets. Tweets were read and coded for overt and latent themes in an iterative fashion until saturation of themes occurred. The major themes identified in the tweets were fundraising as a priority (34 %), making a change to men's health (18 %), the campaign as a moustache contest rather than a charity (26 %), the use of masculine metaphors/imagery (9 %), and the role of women as moustache supporters (4 %). Findings from Twitter suggest that users rarely associate their campaign efforts with prostate and/or testicular cancer in public online conversations about the 2013 Movember Canada campaign.
authors.affiliation: School of Public Health and Health Systems, University of Waterloo, 200 University Avenue W, Waterloo, Ontario, N2L 5X4, Canada.
authors.forename: Caroline A
authors.initials: CA
authors.lastname: Bravo
authors.affiliation: School of Public Health and Health Systems, University of Waterloo, 200 University Avenue W, Waterloo, Ontario, N2L 5X4, Canada. lhgoetz@uwaterloo.ca.
authors.forename: Laurie
authors.initials: L
authors.lastname: Hoffman-Goetz
mesh_terms: D035843:Biomedical Research; D002170:Canada / Q000453:epidemiology; D003142:Communication; D054626:Consumer Health Information / Q000706:statistics & numerical data*; D003625:Data Collection / Q000379:methods*; D015438:Health Behavior; D006293:Health Promotion; D006801:Humans; D008297:Male; D054526:Men's Health; D011471:Prostatic Neoplasms / Q000453:epidemiology / Q000517:prevention & control*; D061108:Social Media / Q000706:statistics & numerical data*; D013736:Testicular Neoplasms / Q000453:epidemiology / Q000517:prevention & control*
keywords: Campaign; Health communication; Prostate cancer; Social media; Testicular cancer