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:

• Engaging Celebrity Ambassadors
• Earning Your Earned Media
• Guidance on Evaluating 80% by 2018 Messaging

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:

• Radio and TV Scripts
• Banner Ads
• Medical Office Slides

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.

• February 9, 2017 webinar introducing 2017 updates to the Guidebook and the new Companion Guide for Asian Americans.
• February 9, 2016 webinar introducing 2016 updates to the Guidebook and the Companion Guide for Hispanics/Latinos.
• February 3, 2015 webinar introducing the original market research that was used to develop the original 2015 Guidebook.

Disclaimer: This resource does not reflect the new 2018 ACS guideline for colorectal cancer.