What’s the Appeal? Testing Public Service Advertisements to Raise Awareness About Gynecologic Cancer

Cooper, Crystale Purvis; Gelb, Cynthia A.; Chu, Jennifer

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What’s the Appeal? Testing Public Service Advertisements to Raise Awareness About Gynecologic Cancer

Published Date:

April 07 2014

Source:

J Womens Health (Larchmt). 23(6):488-492

Language:

English

[PDF-311.79 KB]

Details:

Alternative Title:

J Womens Health (Larchmt)

Personal Author:

Cooper, Crystale Purvis ; Gelb, Cynthia A. ; Chu, Jennifer ;

Description:

In 2013, the Centers for Disease Control and Prevention's (CDC) Inside Knowledge: Get the Facts About Gynecologic Cancer campaign tested creative concepts for English- and Spanish-language video advertisements (for use on television and the Internet) with women aged 35-64 years. Sixteen English and nine Spanish focus groups were conducted in four U.S. cities. CDC used animatics (a series of photographs edited together with a sound track) to simulate produced advertisements, without having to incur the high cost of filming and production. Advertisement concepts consistently resonating with participants featured cancer survivors, were straightforward, included information about cancer symptoms, displayed Inside Knowledge educational materials, and featured diverse women. In the general population focus groups, a primacy testing order effect was observed in which the concept tested first tended to be the most favorably received. Varying the order in which concepts were tested and considering testing order when interpreting results was critical.

Subject:

[+]

Pubmed ID:

24707839

Pubmed Central ID:

PMC6075681

Document Type:

Journal Article

Funding:

CC999999/Intramural CDC HHS/United States

Collection(s):

CDC Public Access

Main Document Checksum:

[+]

Supporting Files:

nihms-982805.nxml

text/xml

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