Results
Survey 1
Responses were received from 69 of 84 CRCCP leaders (82%) and 56 of 204 community partners (28%). Most (66%) had been in their current position more than 2 years. Community partners were most commonly from community health centers (45%), local or nonprofit agencies (36%), and other community organizations (18%). Respondents represented 25 of 26 CRCCPs (96%).
Most respondents (83%) reported having at least some resources promoting CRC screening, although it was more common among CRCCP leaders than their community partners (90% vs 74%; P = .015). Most commonly, these resources were intended to reach patients (95%), health care providers (70%), wives (48%), husbands (48%), community health centers (47%), or other community organizations (46%). Satisfaction with the number and quality of these resources was low. On a 5-point scale (1 = very dissatisfied to 5 = very satisfied), mean responses ranged from 2.5 to 2.7 for number of resources and 2.2 to 2.4 for quality of resources (Table).
Respondents identified rural populations (62%), men (53%), Hispanics (45%), and women (40%) as populations for which they most needed targeted resources (Figure 1).
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Figure 1.
Priority Needs for Information Resources About Colorectal Cancer Screening, by Population.
For small media, respondents (n = 102) were most interested in using patient education materials (46% of respondents), brochures (26%), posters (23%), questions to ask providers (19%), and inserts (18%). Few participants were interested in using newsletters (3%), text messages (3%), or bookmarks (2%). For client reminders, respondents (n = 98) were most interested in postcards (56%), radio PSA scripts (35%), letters (29%), greeting cards (28%), and telephone message reminder scripts (21%).
Respondents were most interested in information about prevention behavior (52%), screening options (45%), risk factors (43%), screening criteria (28%), coverage under health care reform (26%), and procedure preparation (24%).
Survey 2
Responses were received from 57 of 98 CRCCP leaders (58%) representing 25 of 29 CRCCPs (86%). More than half (55%) had been in their position for more than 2 years.
Most respondents reported that their organization had previously used busy lives (61%), family-based (60%), and role model (52%) message themes to promote CRC screening. Fewer respondents reported having used message themes based on humor or lightheartedness (39%), 50th birthdays (27%), fear (18%), faith (14%) or embarrassment (6%).
When respondents viewed message concepts from each of these themes, the proportion classified as "very likely to use" was highest for the family and embarrassment themes (both 42%), followed by role models (35%), busy lives (34%), 50th birthdays (33%), humor or lightheartedness (27%), fear (26%), and faith (18%). After rating 6 to 13 message concepts about each message theme, respondents indicated how likely their organization was to use each theme in future screening materials. Responses varied by theme (Figure 2); respondents were most likely to use "family" and least likely to use "fear" as message themes.
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Figure 2.
Likelihood of Using 8 Message Themes to Promote Colorectal Cancer Screening.
Nearly all respondents indicated that they would be likely to use the following taglines: "If you're 50 or older, you should be tested for colon cancer" (90%) and "Talk to your doctor and get screened" (87%). Fewer respondents endorsed taglines that were less directive and explicit about screening: "Talk to your doctor to learn more" (64%) and "Talk to your doctor about scheduling an appointment" (54%).
Most respondents reported that their organization used the term colorectal (54%) vs colon (27%) cancer; 19% indicated no strong preference. For colonoscopy, there was a strong preference for the term screening (75%) vs testing (19%). For FOBT, 58% preferred screening, 21% preferred testing, and 21% had no preference.
Nearly all respondents (85%) indicated needing materials in languages other than English. Most specified a need for Spanish language resources (65%), followed by Creole (9%), Vietnamese, Korean, and Arabic (5% each). Sixteen different languages were specified.