Impact of non-clinical community-based promotional campaigns on bowel cancer screening engagement: An integrative literature review.
This paper reviewed the relationship between non-clinical, client-oriented promotional campaigns to raise bowel cancer awareness and screening engagement.



An integrative literature review using predefined search terms was conducted to summarise the accumulated knowledge. Data was analysed by coding and categorising, then synthesized through development of themes.



Eighteen of 116 studies met inclusion criteria. Promotional campaigns had varying impact on screening uptake for bowel cancer. Mass media was found to moderately increase screening, predominately amongst "worried well". Small media used in conjunction with other promotional activities, thus its effect on screening behaviours was unclear. One-on-one education was less effective and less feasible than group education in increasing intention to screen. Financial support was ineffective in increasing screening rates when compared to other promotional activities. Screening engagement increased because of special events and celebrity endorsement.



Non-clinical promotional campaigns did impact uptake of bowel cancer screening engagement. However, little is evident on the effect of single types of promotion and most research is based on clinician-directed campaigns.



Cancer awareness and screening promotions should be implemented at community and clinical level to maximize effectiveness. Such an approach will ensure promotional activities are targeting consumers, thus strengthening screening engagement.
Center for Health Services Research, School of Population Health, The University of Western Australia, 35 Stirling Hwy, Crawley 6009, Western Australia, Australia. Electronic address: angelita.martini@uwa.edu.au.
Angelita
A
Martini
Center for Health Services Research, School of Population Health, The University of Western Australia, 35 Stirling Hwy, Crawley 6009, Western Australia, Australia. Electronic address: julia.morris@uwa.edu.au.
Julia N
JN
Morris
School of Population Health, The University of Western Australia, 35 Stirling Hwy, Crawley 6009, Western Australia, Australia. Electronic address: david.preen@uwa.edu.au.
David
D
Preen
D001364:Awareness; D015179:Colorectal Neoplasms / Q000175:diagnosis*; D055812:Community-Based Participatory Research; D055088:Early Detection of Cancer; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008402:Mass Media
Bowel cancer; CRC; Campaign; Intervention; Promotion; Screening