80% by 2018 Communications Guidebook: Recommended Messaging to Reach the Unscreened

This Guidebook is based on market research from the American Cancer Society with guidance from the NCCRT Public Awareness Task Group. The Guidebook is designed to help educate, empower and mobilize three key audiences who are not getting screened for colorectal cancer:

  • The newly insured
  • The insured, procrastinator/rationalizer
  • The financially challenged

The goal of the Guidebook is to share what we know about reaching these hard-to-persuade groups using tested messages.

The 2017 Guidebook includes additional templates, tools and customized resources. (Note: Some versions of Internet Explorer create errors in the document. If you experience problems please use an alternate browser, such as Firefox or Google Chrome.)

The Hispanics/Latinos and Colorectal Cancer Companion Guide and Asian Americans and Colorectal Cancer Companion Guide introduce market research about the unscreened from these populations and include tested messages in Spanish and several Asian languages.

Use the following tools to help you promote and evaluate 80% by 2018 communications:

The Guidebook reviews what we know from market research about the unscreened and introduces and explains new tested messages. It also provides tools with the messages incorporated to get you started:

Our hope is that partners can take this research and messages provided in the Guidebook and make the message resonate with the target audiences even more by using their own creativity, innovation and spokespersons.

View the following webinars to learn more about the market research that went into this work, and the tools that are available.

Asian Americans and Colorectal Cancer Companion Guide

The Asian Americans and Colorectal Cancer Companion Guide is a supplement to the 80% by 2018 Communications Guidebook, created in 2015 and updated in February 2017. This Companion Guide, based on both qualitative and quantitative research, seeks to provide advice about how to communicate about colorectal cancer screening with seven Asian American subgroups. The Companion Guide includes:

  • Perceptions about colorectal cancer and barriers to screening among unscreened Asian Americans
  • Recommendations for reaching unscreened Asian Americans
  • Tested messages in several Asian languages

Visit the the 80% by 2018 Communications Guidebook to find additional tools and resources to help you promote and evaluate your communications. Find additional guidance on communications for Hispanics/Latinos in the Hispanics/Latinos and Colorectal Cancer Companion Guide.

View the February 9th, 2017 webinar introducing the Asian Americans Companion Guide and new communications tools.

Hispanics/Latinos and Colorectal Cancer Companion Guide

The Hispanics/Latinos and Colorectal Cancer Companion Guide is a supplement to the 80% by 2018 Communications Guidebook, created in 2015 and updated in February 2016. This Companion Guide is based on market research on Hispanics/Latinos that are not up-to-date with recommended colorectal cancer screening. The Companion Guide includes:

  • Perceptions about colorectal cancer and barriers to screening among unscreened Hispanics/Latinos
  • Recommendations for reaching unscreened Hispanics/Latinos
  • Spanish language tested messages

The Companion Guide reviews what we know from market research about unscreened Hispanics/Latinos and introduces and explains new tested messages.

New materials that utilize the messaging are now available for all to use.  Partners are invited to use these materials below as is OR cobrand these materials in partnership with the NCCRT and the American Cancer Society.

To cobrand the materials, please fill out the responsible use agreement. You will then be sent the original files with a button allowing you to upload your logo to cobrand the materials.

Our hope is that partners can take this research and messages provided and make the messages resonate with their target audiences even more by using their own creativity, innovation and spokespersons.

Visit the the 80% by 2018 Communications Guidebook to find additional tools and resources to help you promote and evaluate your communications. Find additional guidance on communications for Asian Americans in the Asian Americans and Colorectal Cancer Companion Guide.

View the February 9th, 2016 webinar introducing the Companion Guide.

Screen for Life: National Colorectal Cancer Action Campaign

Screen for Life: National Colorectal Cancer Action Campaign is a Centers for Disease Control and Prevention (CDC) campaign to increase colorectal cancer screening among men and women ages 50 or older. The campaign provides free print materials (fact sheets, brochures, postcards, etc.), TV and radio PSAs, social media posts and images, and other materials in English and Spanish to inform men and women about the importance of colorectal cancer screening. Campaign development is based on an extensive review of communication and behavioral science literature as well as focus group studies held throughout the U.S.

Evaluation: Since 1999, CDC has conducted more than 225 focus groups in 35 U.S. cities to assess knowledge, behaviors, and screening practices of the target audiences and test campaign messages and materials. Input also is sought from state health departments on the types of materials that would be most helpful to local efforts. The campaign estimates that as of June 2017, Screen for Life PSAs have generated more than 20 billion audience impressions (the number of times the PSAs have been seen or heard), worth more than $246 million in donated placements. Learn more in the Campaign Overview.

Permissions: Made publicly available online by the Centers for Disease Control and Prevention. Visit the website to review the Usage Guidelines. Note that CDC allows state health departments and tribes/tribal organizations to add local information to printed materials and to the closing graphic of TV PSAs—e.g. “Brought to you by the Maryland Department of Public Health.” Screen for Life also provides CDC’s Colorectal Cancer Control Program grantees with specially adapted materials and other resources as needed.

Publication date: Launched in March, 1999; Regularly updated, most recently in 2017.

Post date: September 15, 2017

Contact: Submit comments, questions, and suggestions via web form.

FluFIT Program

FluFIT programs increase colorectal cancer screening rates by providing a take home fecal immunochemical test (FIT) to eligible patients when they receive their annual flu shot. Thus, the annual flu shot campaign create an opportunity to reach people who are also due for colorectal screening.

The FluFIT website offers program planning and implementational materials, including staff training, work flows, log sheets, sample reminder letters, and sample telephone call scripts. The site also provides patient educational materials, such as clinic posters, and FIT instructions (both printed materials and videos) in several languages. These materials can help prepare a healthcare team to develop the simple systems needed to implement a FluFIT program and jump start program development.

FluFIT programs have been implemented successfully in a variety of clinical settings. Many FluFIT campaigns are run by nurses, pharmacists, or medical assistants. They can be implemented and sustained with limited resources, are well accepted by patients, and can lead to higher screening rates.

Evaluation: FluFIT is a research-tested program. Visit the Publications section of the website to find research articles and reviews of the FluFIT approach.

Evaluation Assets: The Program Materials section of the website includes a sample FluFIT log sheet and sample FluFIT results tracking sheet.

Permissions: Made publicly available online by the Department of Family and Community Medicine, University of California.

Publication date: 2009; updated in 2017

Post date: September 15, 2017

Contact: Send comments, questions, and suggestions to Michael Potter, MD at potterm@fcm.ucsf.edu.

What Can Comprehensive Cancer Control Coalitions Do To Advance 80% By 2018?

Learn how CCC coalitions can be part of the national effort to make sure 80% of adults ages 50 and older are regularly screened for colorectal cancer by 2018.

Screen to Prevent (STOP) Colon Cancer

The Screen to Prevent (STOP) Colon Cancer project works to raise colorectal cancer screening rates in Federally Qualified Health Centers (FQHCs) in California, Oregon, and Washington State using fecal immunochemical testing (FIT).

The five-year project evaluates the effectiveness of the program in real-life practice conditions and is led by scientists and physicians at Kaiser Permanente’s Center for Health Research, Group Health Research Institute, and OCHIN. The project is funded by the National Institutes of Health Common Fund Health Care Systems (HCS) Research Collaboratory program.

Visit the Materials section of the website to find a variety of downloadable educational materials, including wordless instructions for multiple FITs, reminder and results letters, clinic posters, and workflow job aid templates.

Evaluation: The project began with a pilot study that found significant improvements in FIT completion rates for clinics in the STOP intervention. Visit the Findings section of the website to learn more.

Permissions: Made publicly available online by Kaiser Permanente Center for Health Research.

Publication date: 2014

Post date: September 20, 2017

Contact: Send comments, questions, and suggestions to Amanda.F.Petrik@kpchr.org.

Steps for Increasing Colorectal Cancer Screening Rates: A Manual for Community Health Centers

The NCCRT is scheduled to release a 2022 update to this signature NCCRT resource in August 2022. 

This manual provides step-by-step instructions to help community health centers implement processes that will reduce physician workload and increase colorectal cancer screening. Important topics, such as conducting baseline screening rates, assessing capacity and preparing your team are covered. The goal of this manual is to offer practical advice for implementing expert-endorsed recommendations one step at a time.

The manual is organized into three primary sections: 1) An Introduction that provides information on the importance of colorectal cancer screening; 2) Steps to Increase Cancer Screening Rates, which maps out a plan for improving your screening rates and gives step by step instructions for doing so; and 3) The Appendices, which provides field-tested tools, templates, and resources to get you started.

We suggest that you use the manual in segments, focusing on the three or four pages of information you need at a time, and make good use of the appendices, which have several templates, tools, and resources to save you time.

If you use the live links throughout the manual, you can get back to where you were by pressing “Alt+Left Arrow” on a PC or “Command+Left Arrow” on a Mac.

View the September 11, 2014 webinar introducing the new manual.

The manual serves as a supplement to the existing How to Increase Colorectal Cancer Screening Rates in Practice: A Primary Care Clinician’s Evidenced based Toolbox and Guide.

 

Make It Your Own (MIYO)

Make It Your Own (MIYO) is an interactive website that allows users to print or create culturally appropriate educational materials in English and Spanish at no cost. MIYO-developed products are high quality, designed by graphic artists, and apply evidence-based strategies recommended by the Community Preventive Services Task Force in The Guide to Community Preventive Services (The Community Guide).

MIYO offers hundreds of images that vary by race, ethnicity, age, gender and location; messages targeted to specific populations, cultural groups and languages; product formats that include flyers, inserts, posters, postcards, question cards, and web banner ads; and support for health topics that include colorectal cancer screening, breast cancer screening, cervical cancer screening, HPV vaccination, tobacco cessation, and more. Many of MIYO’s colorectal cancer screening messages incorporate tested messages developed by NCCRT and the American Cancer Society found in the 80% by 2018 Communications Guidebook.

MIYO is a product of the Health Communication Research Laboratory (HCRL) at Washington University in St. Louis and Health Communication Impact, LLC.

Evaluation: MIYO uses evidence-based communication strategies that have been shown to work and that are recommended in The Community Guide. MIYO also systematically evaluates user data to create a “smart system” that recognizes which resources, designs, images and messages are most attractive to specific agencies.

Permissions: Made publicly available online by Washington University in St. Louis. Users must register to access the resource.

Publication date: Since 2007; updates made on an occasional basis

Post date: September 22, 2017

Contact: Submit comments, questions, and suggestions by web form.