Examples BCEP

Application of Social Marketing

Breast Cancer Education Program (BCEP)

Study Review: a five-year plan of the National Cancer Institute's Office of Cancer Communications (NCI/OCC) to increase breast cancer preventative screening use among women ages fifty and older with a special focus on African American and Latino women.

BCEP Objectives:

  1. Increasing awareness of the importance of regular screening for Breast Cancer.
  2. Increasing appropriate mammography use.

Identification of Message Concepts:

A sample of messages were designed to reach the target population. The initial message was "Once a Year For a Lifetime." Culturally appropriate and relevant messages of "Hagalo Hoyâ Por su salud y su familia" ("Do It Today For Your Health and Your Family") were made for African American and Hispanic women.

Selection of Communication Channels:

Several communication channels were used: print and Broadcast media (mainstream and minority), intermediary groups including the state health departments and community organizations and NCI's outreach network (e.g. Cancer Information Service, National Black Leadership Initiative).

Material Creation and Pre-testing:

A range of material were created with target audience and selected channels influencing the selection of materials. Chosen materials includes: media materials including print and broadcast public service announcements, press kits, satellite media tours, and videotaped press releases; community service intervention guidebooks; speaker kits; and giveaways such as pins, mirrors and bookmarks.

Development of Promotional Plans:

Each product and activity had its own promotional plan. OCC used several national events such as the National Breast Cancer Awareness Month or National Minority Cancer Awareness Week to release new materials, highlight a new activity or reemphasize a message.

Implementation of Communication Strategies:

A twenty-six minute educational film entitled Once a year… For a Lifetime that presented stories of five women whose lives were forever changed by breast cancer was used to reach African American and White women.

It was hosted by celebrities, Phylicia Rashad and Jane Pauley and broadcasted through television and radio in several major cities.

In addition, Una Vez, featuring Latino celebrities, was introduced during National Minority Cancer Awareness week as the first Spanish-language film targeted to Hispanic women and their families.

Assessment of Effects and Feedback:

Both process and outcome evaluation was used to assess impact of BCEP.

For Una Vez, two weeks after the film aired, a telephone survey was conducted to assess estimated reach.

Four hundred Hispanic women in nineteen selected markets were asked to participate in the telephone survey. Of these, thirty-nine percent of women, forty and older, reported seeing the program.

Finally, several groups provided feedback to refine several components of BCEP. For instance, the Project Awareness User's Guide was revised and several spin-offs of Once a year were made.

Message Concepts:

A sample of messages were designed to reach the target population. The initial message was "Once a Year For a Lifetime." Culturally appropriate and relevant messages of "Hagalo Hoyâ Por su salud y su familia" ("Do It Today For Your Health and Your Family") were made for American American and Hispanics women.

Select Communication Channels:

Several communication channels were used: Print and Broadcast media (mainstream and minority), intermediary groups including the state health departments and community organizations and NCI's out reach network (e.g Cancer Information Service, National Black Leadership Initiative).