Small Media and Client Reminders for Colorectal Cancer Screening: Current Use and Gap Areas in CDC’s Colorectal Cancer Control Program

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Matthew W. Kreuter, PhD, MPH; Lori B. Garibay, MPH; Debbie J. Pfeiffer, MA; Jennifer C. Morgan, MPH; Melonie Thomas, MBA; Katherine M. Wilson, PhD, MPH; Jennifer Pieters, MPH; Kellie Szczepaniec, MSW; Amy Scott; Timothy J. Poor

Suggested citation for this article: Kreuter MW, Garibay LB, Pfeiffer DJ, Morgan JC, Thomas M, Wilson KM, et al. Small Media and Client Reminders for Colorectal Cancer Screening: Current Use and Gap Areas in CDC’s Colorectal Cancer Control Program. Prev Chronic Dis 2012;9:110317. DOI: http://dx.doi.org/10.5888/pcd9.110317

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Abstract

Introduction
CDC’s Colorectal Cancer Control Program (CRCCP) funds 25 states and 4 tribal organizations to promote and increase colorectal cancer screening population-wide. The CRCCP grantees must use evidence-based strategies from the Guide to Community Preventive Services, including small media and client reminders.
Methods
To assess the existing resources and needs to promote colorectal cancer screening, we conducted 2 web-based surveys of CRCCP grantees and their community partners. Survey 1 sought to identify priority populations, the number and quality of existing colorectal cancer resources for different population subgroups, and the types of small media and client reminder they were most interested in using. Survey 2 assessed screening messages that were used in the past or might be used in the future, needs for non-English–language information, and preferences for screening-related terminology.
Results
In survey 1 (n = 125 from 26 CRCCPs), most respondents (83%) indicated they currently had some information resources for promoting screening but were widely dissatisfied with the quality and number of these resources. They reported the greatest need for resources targeting rural populations (62% of respondents), men (53%), and Hispanics (45%). In survey 2 (n = 57 from 25 CRCCPs), respondents indicated they were most likely to promote colorectal cancer screening using messages that emphasized family (95%), role models (85%), or busy lives (83%), and least likely to use messages based on faith (26%), embarrassment (25%), or fear (22%). Nearly all (85%) indicated a need for resources in languages other than English; 16 different languages were mentioned, most commonly Spanish.
Conclusion
These findings provide the first picture of CRCCP information resources and interests, and point to specific gaps that must be addressed to help increase screening.