Promoting oral cancer awareness and early detection using a mass media approach

Saleh, A. and Yang, Y.H. and Ghani, W.M.N.W.A. and Abdullah, N. and Doss, J.G. and Navonil, R. and Rahman, Z.A.A. and Ismail, S.M. and Abu Talib, N. and Zain, R.B. and Cheong, S.C. (2012) Promoting oral cancer awareness and early detection using a mass media approach. Asian Pacific Journal of Cancer Prevention, 13 (4). pp. 1217-1224. ISSN 1513-7368

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Abstract

Background and Aim: Less than 50 of oral cancer cases are diagnosed at early stages of the disease and this is in part due to poor awareness and lack of knowledge on the signs and symptoms of oral cancer. This study sought to measure the baseline awareness of oral cancer in Malaysia and aimed to increase public awareness and knowledge of oral cancer using a mass media campaign. Methods: Baseline awareness and impact of the campaign was measured using self-administered questionnaires sent via email to individuals. The campaign was aired on two national television channels and the reach was monitored through an independent programme monitoring system. Results: 78.2 of respondents had heard of oral cancer, and this increased significantly after the campaign. However, the ability to recognize signs and symptoms remains unchanged. We found that the level of awareness differed between the distinct ethnic subgroups and the reach of the campaign was not uniform across all ethnicities. Conclusion: This substantial study to measure the oral cancer awareness in Malaysia provides important baseline data for the planning of public health policies. Despite encouraging evidence that a mass media campaign could increase the awareness of oral cancer, further research is required to address the acceptability, comprehensiveness and effectiveness. Furthermore, different campaign approaches may be required for specific ethnic groups in a multi-ethnic country such as Malaysia.

Item Type: Article
Additional Information: ISI Document Delivery No.: 981DA Times Cited: 0 Cited Reference Count: 37 Saleh, Amyza Yang, Yi-Hsin Ghani, Wan Maria Nabillah Wan Abd Abdullah, Norlida Doss, Jennifer Geraldine Navonil, Roy Rahman, Zainal Ariff Abdul Ismail, Siti Mazlipah Abu Talib, Norain Zain, Rosnah Binti Cheong, Sok Ching Uicc This work has been supported by a grant received from UICC under the "UICC cancer prevention campaign." The authors thank the staff of Media Prima Berhad, Datuk Kamal Khalid, Adelina Ooi, Eliza Mohamed and individuals from the Product and Innovation, Alt Media, Client Service Group, Group Corporate Communications Department and Creative Services Department for their help in developing the campaign and collection of survey data. We also thank Media Prima for sponsoring the air Asian pacific organization cancer prevention Gyeonggi-do
Uncontrolled Keywords: Oral cancer cancer awareness cancer survey campaign mass media Malaysia health-professionals public awareness risk-factors sri-lanka prevention disorders precancer internet workers web
Subjects: R Medicine > RK Dentistry
Divisions: Faculty of Dentistry > Dept of Community Dentistry
Depositing User: Mr Ahmad Azwan Azman
Date Deposited: 23 Oct 2012 03:54
Last Modified: 11 Dec 2014 07:56
URI: http://eprints.um.edu.my/id/eprint/3772

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