Campaign Research

Screen for Life: National Colorectal Cancer Action Campaign development is based on an extensive review of communication and behavioral science literature. Since 1999, CDC has conducted more than 200 focus groups in more than 30 U.S. cities to assess knowledge, behaviors, and screening practices related to colorectal cancer. The Screen for Life team also conducts focus groups to test campaign messages and materials with intended audiences. The groups have been segmented by gender, age (50–64 and over age 65), and ethnicity (mixed ethnicities, African-American, and Hispanic).

As well as guiding development of the campaign, research conducted for Screen for Life has generated a number of journal articles and poster presentations, including—

• Ekwueme DU, Howard D, Gelb C, Rim SH, Cooper C. An exploratory analysis of the benefits and costs of a national campaign to promote colorectal cancer screening: CDC's Screen for Life: National Colorectal Cancer Action Campaign. Value in Health 2013;16(3):A142.
• Cooper CP, Gelb CA, Jameson H, Macario E, Jorgensen CM, Seeff L. Developing English and Spanish television public service announcements to promote colorectal cancer screening. Health Promotion Practice 2005;6(4):385–393.
• Cooper CP, Williams KN, Carey KA, Fowler CS, Frank M, Gelb CA. Advertising campaign on a major Internet search engine to promote colorectal cancer screening. British Medical Journal 2004;328(7449):1179–1180.
• Jorgensen C, Gelb CA, Richards TB, Cooper CP. Centers for Disease Control and Prevention. Donated television airplay of colorectal cancer education public service announcements—United States, 1999–2002. MMWR 2003;52(10):196–199.
• Jorgensen C, Gelb C, Merritt T, Seeff L. CDC's Screen for Life: A national colorectal cancer action campaign. Journal of Women's Health and Gender-Based Medicine 2001;10(5):417–422.
• Temple S, Chu J, Thayer M, Gelb C. Prompting colorectal cancer screening behavior in the United States through building awareness, engaging communities, and leveraging partners. Second World Social Marketing Conference, Dublin, Ireland. April, 2012.
• Gelb C, Thayer M. “No Excuses/No Hay Excusas” and “This Is Personal” TV PSAs presented at the 2012 Annual American Public Health Association Film Festival.