Impact of a mass media campaign on participation rates in a National Bowel Cancer Screening Program: a field experiment.
Sarah J DurkinKate BrounMatthew J SpittalMelanie A WakefieldPublished in: BMJ open (2019)
The higher intensity 8-week television-led campaign in Queensland increased the rate of kits returned for analysis in Queensland, whereas there were marginal effects for the low intensity campaign elements in Western Australia. The low levels of participation in Australia's NBCSP could be increased by national mass media campaigns, especially those led by higher intensity paid television advertising.