Qualitative Assessment of Local Distribution of Screen for Life Mass Media Materials in Appalachia

INTRODUCTION Screen for Life: National Colorectal Cancer Action Campaign is a multimedia campaign that informs men and women aged 50 and older about the importance of colorectal cancer screening. The Appalachia Cancer Network undertook a qualitative research study to help determine whether Screen for Life materials are being used and distributed by organizations serving Appalachian residents and to help assess key informants' perceived acceptability of the materials. METHODS Semistructured telephone interviews were conducted with 13 state and local informants in three Appalachian states to assess the diversity of community organizations that received the materials, the level of material use, and receptivity to Screen for Life. RESULTS Regional cancer control programs were more active in promoting Screen for Life at local levels than state health departments. Although state health departments are the primary route for distributing Screen for Life materials, they did not report the breadth of activities noted by regional cancer control programs. Several local interview respondents were unfamiliar with Screen for Life, and respondents who were familiar with Screen for Life used the materials in a general, unplanned way. Although some respondents were unfamiliar with the campaign materials, they were interested in Screen for Life. No formal evaluations on the effectiveness of the materials were reported. CONCLUSION More guidance on how to implement the Screen for Life campaign as a targeted health communication media campaign would be helpful.