title: Short, sharp shock public health campaign had limited impact on raising awareness of laryngeal cancer.
abstract: Laryngeal cancer has poorer outcomes if diagnosed at a later stage. Improving awareness could encourage earlier presentation and improve outcomes. This study aimed to evaluate a public engagement campaign targeted at raising awareness of laryngeal cancer. An epidemiological study identified high-risk populations in the region. A target population as well as a matched control population was selected. A cancer awareness survey combined with focus groups guided the design of a 3-month multimedia campaign. The survey was repeated post-campaign to evaluate the campaign effectiveness. The study identified populations with the highest rates of laryngeal cancer and late stage disease at presentation. The surveys performed revealed a limited effect of the multimedia campaign in raising awareness of the signs and symptoms of laryngeal cancer. Recall of the campaign also faded rapidly. This is the first public awareness campaign aimed at laryngeal cancer carried out in the UK. The results suggest that short-term campaigns have a limited effect and a more prolonged approach should be considered.
authors.affiliation: Leeds Institute of Molecular Medicine, St James' University Hospital, Wellcome Trust Brenner Building, Leeds, UK. neerajsethi@doctors.org.uk.
authors.forename: Neeraj
authors.identifier: http://orcid.org/0000-0003-1735-2291
authors.initials: N
authors.lastname: Sethi
authors.affiliation: Hull Royal Infirmary, Hull, UK.
authors.forename: Amy
authors.initials: A
authors.lastname: Rafferty
authors.affiliation: Humber and Yorkshire Coast Cancer Network, Hull, UK.
authors.forename: Trisha
authors.initials: T
authors.lastname: Rawnsley
authors.affiliation: Hull Royal Infirmary, Hull, UK.
authors.forename: Jemy
authors.initials: J
authors.lastname: Jose
mesh_terms: D000328:Adult; D055088:Early Detection of Cancer; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000458:organization & administration*; D006801:Humans; D007822:Laryngeal Neoplasms / Q000175:diagnosis / Q000453:epidemiology*; D008297:Male; D011634:Public Health; D012307:Risk Factors; D011795:Surveys and Questionnaires; D006113:United Kingdom / Q000453:epidemiology
keywords: Behaviour; Cancer awareness; Head and neck cancer; Laryngeal cancer; Public engagement; Public health