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Health Promotion Practice
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Developing English and Spanish Television Public Service Announcements to Promote Colorectal Cancer Screening

Crystale Purvis Cooper, PhD

Soltera Center for Health Communication Research in Tucson, Arizona.

Cynthia A. Gelb

Division of Cancer Prevention and Control, Centers for Disease Control and Prevention in Atlanta, Georgia.

Heather Jameson

Ogilvy Public Relations Worldwide in Washington, D.C.

Everly Macario, ScD

independent public health consultant based in Chicago, Illinois.

Cynthia M. Jorgensen, DrPH

Laura Seeff, MD

Division of Cancer Prevention and Control, Centers for Disease Control and Prevention in Atlanta, Georgia.

Screen for Life: National Colorectal Cancer Action Campaign (SFL) is a federally funded campaign to promote understanding of colorectal cancer and the importance of regular screening for adults aged 50 years and older. SFL uses a variety of communication strategies, including television public service announcements (PSAs). SFL materials are developed using the Health Communication Process endorsed by the U.S. Department of Health and Human Services, which has four stages: (a) planning and strategy development; (b) developing and pretesting concepts, messages, and materials; (c) implementing the program; and (d) assessing effectiveness and making refinements. This article describes SFL's application of this process to develop television PSAs in English and Spanish.

Key Words: health campaigns • colorectal cancer • Hispanic Americans • social marketing • mass media

Health Promotion Practice, Vol. 6, No. 4, 385-393 (2005)
DOI: 10.1177/1524839905278759
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