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Colorectal Cancer ScreeningMarketing Resource GuideThis packet was prepared by the Oregon Rural Practice-based Research Network (ORPRN) aspart of a technical assistance contract with the Oregon Health Authority (OHA) TransformationCenter. While there are a number of colorectal cancer (CRC) marketing resources available onthe internet, this resource provides a summary of selected materials and campaigns from nationalorganizations. Please access printable materials through the links provided near each resource.While there are challenges to evaluate mass marketing campaigns, research shows that tailoredmessaging for specific populations, settings, and context can be effective. ORPRN uses aparticipatory approach to tailor messaging for specific health topics through a process calledBoot Camp Translation. To learn more about this service, please contact ORPRN team membersand see page 8 in this resource guide. Please refer to the Guide to Community PreventiveServices for more information on evidence-based interventions.List of AcronymsACSBCTCCCRCDCCRCNCCRTORPRNAmerican Cancer SocietyBoot Camp TranslationCenter for Colon Cancer ResearchCenters for Disease Control and PreventionColorectal CancerNational Colorectal Cancer RoundtableOregon Rural Practice-based Research NetworkFor more information or questions about this resource, please contact:Melinda DavisDirector of Community Engaged Research, ORPRNResearch Assistant Professor, Department of FamilyMedicineAssistant Professor, OHSU/PSU School of Public Healthdavismel@ohsu.edu (503) 494-4365Robyn PhamProject Manager, ORPRNpharo@ohsu.edu (503) 494-36261
Table of ContentsBrochures .3 ACS 12 page patient brochure CDC Screen for Life Campaign NCCRT trifold brochurePosters . 4 ACS Wall Chart CCCR What’s Up Your Butt Campaign The Blue Star/March Marketing CampaignFlyers & Fact Sheets .5 ACS infographic NCCRT flyer CDC flyers Family Plz flyer CCCR Factual CampaignPostcards .6 CDC Campaign series NCCRT Colon Cancer seriesMarketing Campaigns . 7 Love Your Colon NCCRT Blue Star/March Marketing KitCustomized Campaigns .8 The Cancer You Can Prevent Campaign Boot Camp TranslationAdditional Resources . 9 80% by 2018 Communication Guidebook Hispanics/Latinos and Colorectal Cancer Companion Guide Additional CDC resources2
BrochuresAmerican Cancer SocietyGet Tested for Colon Cancer12 page brochure that encourages patients to talkwith providers about colorectal cancer screening andprovides a list of questions to ask to help facilitatethe conversation.EnglishSpanishCenters for Disease Control and Prevention (CDC)Various brochures for patients including: Colorectal Cancer Screening Saves Lives Fast Facts insert Questions to Ask Your Doctor Screening Tests At-A-GlanceScreen for Life CampaignNational Colorectal Cancer RoundtablePatient BrochureTrifold front and back brochure that provides anoverview of colorectal cancer, prevention, andscreening options for patients.EnglishSpanish3
PostersAmerican Cancer SocietyWall Chart: Cancer Early Detection GuidelinesChart explains ACS guidelines and recommendationsfor early detection of cancer in asymptomaticpatients. Print from the link provided below or call1-800-227-2345 to order.English/SpanishCenter for Colon Cancer ResearchWhat’s Up Your Butt CampaignThree campaigns with various mediums for yoursetting.Available medium: Ads, direct mail postcards,posters, billboardsFormats: InDesign, PDF, PhotoshopWebsite4
Flyers & Fact SheetsAmerican Cancer SocietyColorectal Cancer Catching itEarly InfographicPDFNational ColorectalCancer RoundtableColon Cancer FlyerPersonal story from aLatino family; provideseducation on screening.English/SpanishCDCOver 12 different flyers andfact sheets available on theCDC Colorectal Cancerwebsite.WebsiteFamily PlzAwareness postershighlighting familymembers with colorectalcancer. Additional designsavailable.PostersCenter for Colon CancerResearchFactual CampaignAvailable medium: Ads,direct mail postcards,posters, billboardsFormats: InDesign, PDF,PhotoshopWebsite5
PostcardsCDC6 postcard designs in English and SpanishCampaign PostcardsNational Colorectal Cancer Roundtable5 postcard designs in English and SpanishColon Cancer PostcardsAdditional campaigns with postcardtemplates: The Cancer You Can Prevent Blue Star/March Marketing Kit What’s Up Your Butt6
Marketing CampaignsLove Your ColonResources for payers, providers, employers, andcommunities including materials to help educatemembers about colorectal cancer and screening.Materials include: reminder cards, pledge cards,information on preparing for screenings, how to talkto your doctor about screenings, fact sheets. Availablein English, Spanish, and Chinese.WebsiteNational Colorectal Cancer RoundtableBlue Star/March Marketing KitKit includes event and activity ideas, downloadabletemplates, public relations and media suggestions.Materials include: postcards, magnets, PowerPointtemplates, PSA templates, radio PSA examples, webbannersCampaign materials7
Customized CampaignsThe Cancer You Can PreventCustomized campaign for your county/regionThis campaign was created by the OHA and gathersthe voices and pictures of community members to raiseawareness in your community. If you’re interested inbringing this campaign to your region, please visit thewebsite and contact Patricia Schoonmaker atpatricia.schoonmaker@state.or.us.Materials include: brochures, posters, flyers, customizedletters, reference guides, county specific materialsBoot Camp Translation (BCT)Member specific education and material developmentThis program uses a community-based participatoryresearch approach to identify community-developedsolutions to share research specific evidence throughtailored messages specific to their community.Examples of custom marketing materials from a BCTgroup in rural Colorado are shown left.BCT programs work with community members (e.g.CACs) over the course of 1 year. Participants attendquarterly retreats to learn about the health topic ofchoice, identify how to phrase key messages, anddevelop ways to disseminate the messaging in theircommunity.Outcomes for BCT programs focused on colon cancerprevention in rural settings saw the following results: Increase in screening rates 70% of community members saw materials Engaged more than 300 community membersFor more information on holding a BCT program in yourregion, please contact ORPRN.Additional customizable resources: MIYO (Make it Your Own)8
Additional Resources80% by 2018 Communications GuidebookIncludes market research from the American CancerSociety with guidance from the NCCRT Public AwarenessTask Group. Guidebook is designed to help education,empower and mobilize three key audiences who are notgetting screened: Newly insured Insured, procrastinator/rationalizer Financially challengedCommunications GuidebookHispanics/Latinos and Colorectal Cancer CompanionGuideSupplement to the 80% by 2018 CommunicationsGuidebook, updated in February 2016. Information isbased on market research specific to Hispanics/Latinosthat are not up-to-date with recommended screening.Hispanics/Latinos GuideAdditional CDC resources:Public Service Announcements (PSAs)Buttons and Badges for Websites9
Marketing Resource Guide This packet was prepared by the Oregon Rural Practice-based Research Network (ORPRN) as part of a technical assistance contract with the Oregon Health Authority (OHA) Transformation Center. While there are a number of colorectal cancer (CRC) marketing resources available on
