Citation Eadie D, MacKintosh AM, MacAskill S & Brown A (2009) Development and evaluation of an early detection intervention for mouth cancer using a mass media approach. British Journal of Cancer, 101, pp. S73-S79. https://doi.org/10.1038/sj.bjc.6605395
Abstract Scotland has a high incidence of mouth cancer, but public awareness and knowledge are low compared with other cancers. The West of Scotland Cancer Awareness Project sought to increase public awareness and knowledge of mouth cancer and to encourage early detection of symptoms among an at-risk population of people aged over 40 years from lower socio-economic groups using a mass media approach. The media campaign aimed to increase people’s feelings of personal risk, while also enhancing feelings of efficacy and control. To achieve this, a testimonial approach (using real people to tell their own stories) was adopted.
Keywords mouth cancer; early detection; mass media; intervention; Mouth Cancer; Mouth Cancer Diagnosis; Patient Advocacy Scotland; Mass Media Case Reports
Journal British Journal of Cancer: Volume 101
Eadie, Douglas; MacKintosh, Anne Marie; MacAskill, Susan; Brown, Abraham