The systematic cultural adaptation of a UK public health cancer awareness raising programme for Malaysia: the Be Cancer Alert Campaign

Schliemann, Désirée; Su, Tin Tin; Paramasivam, Darishiani; Somasundaram, Saunthari; Tamin, Nor Saleha Binti Ibrahim; Dahlui, Maznah; Loh, Siew Yim; Donnelly, Michael

doi:10.1093/tbm/ibz134

Cited by 11 publications

(14 citation statements)

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“…Arguably, the BCAC-CRC study is one of the most robust evaluations of public health efforts to improve early cancer detection in an Asian country, particularly in the form of a cancer mass media campaign, despite the limitations that we have noted above [10]. Overall, the findings of the evaluation indicate that a culturally adapted, evidence-based mass media intervention [14] appears to impact positively in terms of improving CRC symptom awareness among an Asian population; and that impact is more likely when a campaign operates a differentiated approach that matches modes of communication to the ethnic and religious diversity in a population. Therefore, further research is needed to identify which communication channels and form of tailoring are required to reach (in the example of Malaysia) the Chinese community, people without formal education and older people.…”

Section: Resultsmentioning

confidence: 85%

“…The results of the evaluation, overall, indicated that symptom awareness improved after campaign delivery and that, more specifically, prompted awareness about all CRC symptoms improved among participants who saw any of the BCAC-CRC materials and did not recognise the symptoms as baseline, compared to participants who did not recall seeing or hearing the campaign. This post-campaign increase in awareness may be related to the way in which the campaign materials were adapted and presented [14] and informed by best available evidence [10]. For example, print advertisements that highlighted the colon/rectum and the radio advertisements that emphasised paying attention to bowel habits were adapted to suit the multi-ethnic population and culture of Malaysia.…”

Section: Discussionmentioning

confidence: 99%

“…The BCAC-CRC campaign was implemented over a fiveweek period (2nd April -6th May 2018). A description of campaign materials was presented previously [14] and a summary is presented in Additional file 1: Table 1. Television (TV) and radio advertisements were aired nationwide and print materials (i.e.…”

Section: Interventionmentioning

confidence: 99%

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Change in public awareness of colorectal cancer symptoms following the Be Cancer Alert Campaign in the multi-ethnic population of Malaysia

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Background: Colorectal cancer (CRC) cases are detected late in Malaysia similar to most Asian countries. The Be Cancer Alert Campaign (BCAC) was a culturally adapted mass media campaign designed to improve CRC awareness and reduce late detection in Malaysia. The evaluation of the BCAC-CRC aimed to assess campaign reach, campaign impact and health service use. Methods: Participants aged ≥40 years (n = 730) from randomly selected households in Selangor State Malaysia, completed interview-based assessments. Campaign reach was assessed in terms of responses to an adapted questionnaire that was used in evaluations in other countries. The impact of the campaign was assessed in terms of awareness, confidence to detect symptoms and self-efficacy to discuss symptoms with a doctor as captured by the Cancer Awareness Measure (CAM). CAM was administered before-and-after campaign implementation and responses by BCAC recognisers (i.e. participants who recognised one or more of the BCAC television, radio or print advertisements when prompted) and non-recognisers (i.e. participants who did not recognise any of the BCAC advertisements) were compared analytically. Logistic regression analysed comparative differences in cancer awareness by socio-demographic characteristics and recognition of the BCAC materials. Results: Over 65% of participants (n = 484) recognised the BCAC-CRC. Campaign-recognisers were significantly more likely to be aware of each CRC symptom at follow-up and were more confident about noticing symptoms (46.9% vs 34.9%, p = 0.018) compared to non-recognisers. There was no difference between groups in terms of selfefficacy to see a doctor about symptoms. Improved symptoms awareness at follow-up was lower for Indians compared to Malays (adjusted odds ratio (OR) 0.53, 95% Confidence Interval (CI): 0.34, 0.83, p = 0.005). Health service use data did not indicate an increase in screening activity during or immediately after the campaign months.

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Section: Resultsmentioning

confidence: 85%

Section: Discussionmentioning

confidence: 99%

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Change in public awareness of colorectal cancer symptoms following the Be Cancer Alert Campaign in the multi-ethnic population of Malaysia

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“…We are confident in the power of knowledge to nudge populations towards better habits, supported by several awareness-raising campaigns that in recent years generated significant results in terms of improving general health [ 21 , 22 ].…”

Section: Discussionmentioning

confidence: 99%

A Snapshot of Knowledge about Oral Cancer in Italy: A 505 Person Survey

Nocini

Marchioni

Zotti

2020

IJERPH

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Objectives: Patients’ knowledge about oral squamous cell carcinoma (OSCC) plays an important role in primary prevention, early diagnosis, and prognosis and survival rate. The aim of this study was to assess OSCC awareness attitudes among general population in order to provide information for educational interventions. Methods: A survey delivered as a web-based questionnaire was submitted to 505 subjects (aged from 18 to 76 years) in Italy, and the answers collected were statistically analyzed. Information was collected about existence, incidence, features of lesions, risk factors of oral cancer, and self-inspection habits, together with details about professional reference figures and preventive behaviors. Results: Chi-square tests of independence with adjusted standardized residuals highlighted correlations between population features (age, gender, educational attainment, provenance, medical relationship, or previous diagnoses of oral cancer in family) and knowledge about oral cancer. Conclusions: Knowledge about OSCC among the Italian population is limited, and it might be advisable to implement nudging and sensitive customized campaigns in order to promote awareness and therefore improve the prognosis of this disease.

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“…Awareness improved significantly at follow-up for three prompted BC symptoms, whereas awareness about all prompted CRC symptoms was improved. The success of the BCAC-BC was due partly to the systematic cultural adaptation process 18 that was undertaken in order to address, for example, the need to refer to breast-related issues with contextual sensitivity and to include only information about a lump. Although a lump appeared already to be a commonly known symptom, it was unacceptable culturally to present other symptoms of BC.…”

Section: Discussionmentioning

confidence: 99%

Impact of a mass media campaign on breast cancer symptoms awareness and screening uptake in Malaysia: findings from a quasi-experimental study

et al. 2020

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ObjectiveTo evaluate the impact of a mass media campaign in terms of improving breast cancer (BC) symptoms awareness and screening uptake.DesignBefore—and after—study with comparator groups.SettingSelangor State, Malaysia.ParticipantsMalaysian women aged >40 years (n=676) from randomly selected households.InterventionA culturally adapted mass media campaign (TV, radio, print media and social media).Primary and secondary outcome measuresThe primary endpoint was BC symptoms awareness, which was assessed with the Breast Cancer Awareness Measure precampaign and postcampaign. Secondary outcomes included campaign reach, self-efficacy to notice BC symptoms and clinical outcomes. Clinical breast examination and mammogram screening data were collected from hospitals and clinics.ResultsMost participants recognised at least one of the campaign materials (65.2%). The odds of seeing the campaign were lowest for Chinese women (adjusted OR 0.25, 95% CI 0.15 to 0.40) compared with Malays and for women aged >70 years (adjusted OR 0.47, 95% CI 0.23 to 0.94) compared with younger women. Participants who recognised the campaign were significantly more likely to have improved awareness postcampaign compared with non-recognisers particularly for key symptoms such as ‘a lump or thickening in your breast’ (88.9% vs 62.1%) and ‘discharge or bleeding from nipple’ (79.7% vs 55.3%). Improvement in symptoms awareness scores was not associated with sociodemographic variables.ConclusionsImplementation in Malaysia of an evidence-based mass media campaign from the UK that was culturally adapted appeared to lead to improved awareness about some BC symptoms, though various modes of media communication and perhaps other health education approaches may be required to extend the reach to diverse, multiethnic populations and all age groups.

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The systematic cultural adaptation of a UK public health cancer awareness raising programme for Malaysia: the Be Cancer Alert Campaign

Abstract: We used a cultural adaptation framework and local partnership working in Malaysia to translate and implement an established cancer awareness-raising mass media campaign.

Cited by 11 publications

References 34 publications

Change in public awareness of colorectal cancer symptoms following the Be Cancer Alert Campaign in the multi-ethnic population of Malaysia

Change in public awareness of colorectal cancer symptoms following the Be Cancer Alert Campaign in the multi-ethnic population of Malaysia

A Snapshot of Knowledge about Oral Cancer in Italy: A 505 Person Survey

Impact of a mass media campaign on breast cancer symptoms awareness and screening uptake in Malaysia: findings from a quasi-experimental study

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