Promotion of Evidence-based Cancer Prevention and Screening Using Communication Strategies
Y. Mizota, Masahiro Fujino, Seiichiro Yamamoto
{"title":"Promotion of Evidence-based Cancer Prevention and Screening Using Communication Strategies","authors":"Y. Mizota, Masahiro Fujino, Seiichiro Yamamoto","doi":"10.4091/iken.30-321","DOIUrl":null,"url":null,"abstract":"Cancer\u0007prevention\u0007and\u0007cancer\u0007screening\u0007are\u0007important\u0007ways\u0007to\u0007reduce\u0007the\u0007 number\u0007of\u0007people\u0007suffering\u0007from\u0007cancer.\u0007However,\u0007although\u0007there\u0007is\u0007sufficient\u0007 scientific\u0007evidence,\u0007they\u0007are\u0007not\u0007always\u0007fully\u0007practiced（evidence-practice\u0007gap）.\u0007 Cancer\u0007prevention\u0007such\u0007as\u0007smoking\u0007cessation\u0007and\u0007taking\u0007cancer\u0007screening\u0007are\u0007all\u0007 promoting\u0007behavior\u0007change\u0007of\u0007individuals.\u0007In\u0007recent\u0007years,\u0007the\u0007conventional\u0007 “educational\u0007approach”\u0007is\u0007not\u0007enough\u0007to\u0007promote\u0007behavior\u0007change,\u0007and\u0007it\u0007is\u0007necessary\u0007 to\u0007introduce\u0007an“environmental\u0007approach”.\u0007In\u0007particular,\u0007the\u0007effects\u0007of\u0007new\u0007behavioral\u0007 science\u0007approaches\u0007are\u0007expected.\u0007In\u0007this\u0007article,\u0007we\u0007will\u0007focus\u0007on\u0007social\u0007marketing\u0007 and\u0007nudge\u0007as\u0007new\u0007approaches. Social\u0007marketing\u0007approach\u0007uses\u0007the\u0007concepts\u0007and\u0007techniques\u0007used\u0007in\u0007commercial\u0007 marketing\u0007to\u0007promote\u0007public\u0007health\u0007behavior\u0007changes\u0007such\u0007as\u0007cancer\u0007prevention\u0007and\u0007 cancer\u0007screening.\u0007Nudge\u0007is\u0007an\u0007approach\u0007that\u0007guides\u0007people\u0007to\u0007choose\u0007the\u0007desired\u0007 behavior\u0007by\u0007understanding\u0007the\u0007habits（inertia,\u0007bias,\u0007etc.）when\u0007they\u0007choose\u0007an\u0007action,\u0007 ensuring\u0007freedom\u0007of\u0007choice\u0007without\u0007forcing\u0007them.\u0007In\u0007terms\u0007of\u0007desirable\u0007behavior,\u0007 nudge\u0007is\u0007appropriate\u0007for\u0007public\u0007health\u0007policies.\u0007We\u0007will\u0007explain\u0007the\u0007social\u0007marketing\u0007 process\u0007such\u0007as\u0007analysis,\u0007strategy\u0007development,\u0007communication\u0007design,\u0007execution,\u0007 evaluation\u0007and\u0007feedback,\u0007using\u0007the\u0007example\u0007of\u0007our\u0007non-smoking\u0007/\u0007smoke\u0007prevention\u0007 campaign\u0007for\u0007university\u0007students.\u0007In\u0007addition\u0007to\u0007social\u0007marketing,\u0007we\u0007will\u0007also\u0007 exemplify\u0007an\u0007approach\u0007to\u0007behavior\u0007change\u0007that\u0007utilizes\u0007behavioral\u0007economic\u0007methods\u0007 such\u0007as\u0007nudge,\u0007using\u0007our\u0007project\u0007aiming\u0007improvement\u0007of\u0007cancer\u0007screening\u0007rate.","PeriodicalId":117299,"journal":{"name":"Iryo To Shakai","volume":"58 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Iryo To Shakai","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.4091/iken.30-321","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Cancerpreventionandcancerscreeningareimportantwaystoreducethe numberofpeoplesufferingfromcancer.However,althoughthereissufficient scientificevidence,theyarenotalwaysfullypracticed（evidence-practicegap）. Cancerpreventionsuchassmokingcessationandtakingcancerscreeningareall promotingbehaviorchangeofindividuals.Inrecentyears,theconventional “educationalapproach”isnotenoughtopromotebehaviorchange,anditisnecessary tointroducean“environmentalapproach”.Inparticular,theeffectsofnewbehavioral scienceapproachesareexpected.Inthisarticle,wewillfocusonsocialmarketing andnudgeasnewapproaches. Socialmarketingapproachusestheconceptsandtechniquesusedincommercial marketingtopromotepublichealthbehaviorchangessuchascancerpreventionand cancerscreening.Nudgeisanapproachthatguidespeopletochoosethedesired behaviorbyunderstandingthehabits（inertia,bias,etc.）whentheychooseanaction, ensuringfreedomofchoicewithoutforcingthem.Intermsofdesirablebehavior, nudgeisappropriateforpublichealthpolicies.Wewillexplainthesocialmarketing processsuchasanalysis,strategydevelopment,communicationdesign,execution, evaluationandfeedback,usingtheexampleofournon-smoking/smokeprevention campaignforuniversitystudents.Inadditiontosocialmarketing,wewillalso exemplifyanapproachtobehaviorchangethatutilizesbehavioraleconomicmethods suchasnudge,usingourprojectaimingimprovementofcancerscreeningrate.
利用传播策略促进循证癌症预防和筛查
Cancerpreventionandcancerscreeningareimportantwaystoreducethe numberofpeoplesufferingfromcancer.However,althoughthereissufficient scientificevidence,theyarenotalwaysfullypracticed（evidence-practicegap）. Cancerpreventionsuchassmokingcessationandtakingcancerscreeningareall promotingbehaviorchangeofindividuals.Inrecentyears,theconventional “educationalapproach”isnotenoughtopromotebehaviorchange,anditisnecessary tointroducean“environmentalapproach”.Inparticular,theeffectsofnewbehavioral scienceapproachesareexpected.Inthisarticle,wewillfocusonsocialmarketing andnudgeasnewapproaches. Socialmarketingapproachusestheconceptsandtechniquesusedincommercial marketingtopromotepublichealthbehaviorchangessuchascancerpreventionand cancerscreening.Nudgeisanapproachthatguidespeopletochoosethedesired behaviorbyunderstandingthehabits（inertia,bias,etc.）whentheychooseanaction, ensuringfreedomofchoicewithoutforcingthem.Intermsofdesirablebehavior, nudgeisappropriateforpublichealthpolicies.Wewillexplainthesocialmarketing processsuchasanalysis,strategydevelopment,communicationdesign,execution, evaluationandfeedback,usingtheexampleofournon-smoking/smokeprevention campaignforuniversitystudents.Inadditiontosocialmarketing,wewillalso exemplifyanapproachtobehaviorchangethatutilizesbehavioraleconomicmethods suchasnudge,usingourprojectaimingimprovementofcancerscreeningrate.
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