The ‘Be Cancer Alert Campaign’: protocol to evaluate a mass media campaign to raise awareness about breast and colorectal cancer in Malaysia

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    Background: Breast and colorectal cancer are the two most common cancers in Malaysia. Low awareness coupled
    with stigma and erroneous beliefs delay help-seeking behaviours, lead to late presentation and contribute to poor
    detection rates. Promoting cancer awareness through mass media may be effective in improving cancer-related
    knowledge and uptake in screening tests. However, research is sparse regarding the cultural translation and
    implementation of mass media campaigns in Malaysia (and Asia) in terms of raising awareness about colorectal and
    breast cancer.
    Methods: A collaborative partnership comprising researchers from Malaysia and the UK as well as policy makers,
    public health experts and non-government organisations from Malaysia was formed to design, deliver and evaluate
    the Be Cancer Alert Campaign. Each awareness-raising campaign will run for five weeks (Colorectal Cancer in April
    2018, followed by Breast Cancer in October 2018). Evaluation of the campaigns will take place in Gombak district
    (Colorectal Cancer) and Petaling district (Breast Cancer) respectively, in the form of a pre-post randomly selected
    household survey and collection of service utilisation data. Occupants who are aged 40-years and above and are
    able to answer questions independently will be selected from each household. A sample of 730 with 80% power
    will detect a change of 6.09% in knowledge that unexplained lump or swelling is a symptom of breast cancer or
    changes in bowel habits is a symptom of colorectal cancer.
    Discussion: Malaysia and most South-East Asian countries have a low middle-income economy, with limited
    resources for cancer control. Late-staged cancers impose a significant economic burden on patients, households,
    communities, employers, health systems and governments. Our proposed strategy for the implementation of the
    culturally sensitive mass media cancer awareness-raising campaign will serve as a blueprint for cancer prevention
    and control policy in South-East Asian countries where the burden of cancer is increasing and there are high
    cancer death rates.

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    • The ‘Be Cancer Alert Campaign’: protocol to evaluate a mass media campaign to raise awareness about breast and colorectal cancer in Malaysia

      Rights statement: © 2018 The Author(s). Open Access This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The Creative Commons Public Domain Dedication waiver (http://creativecommons.org/publicdomain/zero/1.0/) applies to the data made available in this article, unless otherwise stated.

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    DOI

    Original languageEnglish
    Article number881
    Number of pages10
    JournalBMC Cancer
    Journal publication date10 Sep 2018
    Volume18
    DOIs
    StatePublished - 10 Sep 2018

    ID: 157440245