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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Development and evaluation of an early detection intervention for mouth cancer using a mass media approach
Author(s): Eadie, Douglas
MacKintosh, Anne Marie
MacAskill, Susan
Brown, Abraham
Keywords: mouth cancer
early detection
mass media
Issue Date: Dec-2009
Citation: Eadie D, MacKintosh AM, MacAskill S & Brown A (2009) Development and evaluation of an early detection intervention for mouth cancer using a mass media approach, British Journal of Cancer, 101, pp. S73-S79.
Abstract: Scotland has a high incidence of mouth cancer, but public awareness and knowledge are low compared with other cancers. The West of Scotland Cancer Awareness Project sought to increase public awareness and knowledge of mouth cancer and to encourage early detection of symptoms among an at-risk population of people aged over 40 years from lower socio-economic groups using a mass media approach. The media campaign aimed to increase people’s feelings of personal risk, while also enhancing feelings of efficacy and control. To achieve this, a testimonial approach (using real people to tell their own stories) was adopted.
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Rights: From twelve months after its original publication, this work is licensed under the Creative Commons Attribution-NonCommercial-Share Alike 3.0 Unported License. To view a copy of this license, visit

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