Effectiveness of a culturally adapted mass media campaign in promoting awareness of colorectal cancer in a semi urban Malaysian setting / Darishiani Paramasivam
Colorectal cancer (CRC) is the most common cancer among men and the second most common among women in Malaysia. A delay in its detection and presentation to healthcare increases morbidity and reduces survival rates. The late-stage diagnosis is partly due to the lack of awareness and poor knowledge o...
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R Medicine (General) RA0421 Public health. Hygiene. Preventive Medicine Darishiani , Paramasivam Effectiveness of a culturally adapted mass media campaign in promoting awareness of colorectal cancer in a semi urban Malaysian setting / Darishiani Paramasivam |
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Colorectal cancer (CRC) is the most common cancer among men and the second most common among women in Malaysia. A delay in its detection and presentation to healthcare increases morbidity and reduces survival rates. The late-stage diagnosis is partly due to the lack of awareness and poor knowledge of the symptoms of CRC. Previously conducted CRC awareness campaigns in Malaysia were short (usually one day) and lacked proper evaluation. The lack of a culturally adapted mass-media intervention with an evaluation framework in Malaysia has caused a knowledge gap in the strategies to raise CRC awareness. This study aims to develop, validate, implement, and evaluate an evidence-based colorectal cancer awareness-raising mass-media campaign that is culturally acceptable for Malaysians. The mass-media campaign was culturally adapted from the ‘Be Cancer Aware Campaign (Northern Ireland)’ to suit the Malaysian culture. The developed and validated CRC mass-media campaign was named ‘Be Cancer Alert – Colorectal Cancer’ (BCAC-CRC) and was implemented in March 2018. A systematic review was conducted to assess symptom awareness and barriers to screening for CRC. A mass-media campaign was culturally developed and validated using a Heuristic Framework. Heuristic Framework has five adaptation stages consisting of (a) information gathering, (b) preliminary adaptation design, (c) preliminary adaptation tests, (d) adaptation refinement, and (e) adaptation trial. The reach and factors associated with the recognition of culturally adapted BCAC-CRC were evaluated. The impact of the BCAC-CRC on awareness-raising (knowledge, attitude, and beliefs) about colorectal cancer and screening (belief and experience) among the community in Rawang, Selangor, was evaluated by conducting a pre- and post-household survey on the same set of respondents. The results of the systematic review indicate a notable deficiency in awareness and comprehension of the early symptoms of CRC and the barriers to CRC screening. A total of 956 respondents were recruited during the pre-campaign and 730 respondents during the post-campaign household survey. The BCAC-CRC reached the communities in Rawang through television advertisements (42.9%) and printed materials (40.0%), the most commonly recognised media. The campaign significantly increased the proportion of participants’ knowledge of each CRC symptom and risk factor. In addition, it also significantly reduced the proportion of participants for all the negative beliefs. After the campaign, the total score of knowledge improved (β= 2.290, CI= 1.806, 2.773), negative beliefs about CRC and CRC screening were reduced (β= -0.689, CI= -0.896, -0.482) and minimally improved attitude in help-seeking behaviour (β= 0.238, CI= 0.094, -0.383). Based on the findings of this study, the adapted, developed, and validated CRC mass-media campaign was found to be a culturally acceptable, appropriate, and reliable campaign among the populations from different ethnic groups in Rawang. In addition, the campaign has effectively improved awareness (knowledge and beliefs) about CRC and screening (belief and experience) with minimal improvement in attitude towards help-seeking behaviour among the Rawang population. Future mass-media campaigns should be implemented and evaluated during a longer period, specifically targeting help-seeking behaviour for any CRC symptoms.
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Thesis |
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Darishiani , Paramasivam |
| author_facet |
Darishiani , Paramasivam |
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Darishiani , Paramasivam |
| title |
Effectiveness of a culturally adapted mass media campaign in promoting awareness of colorectal cancer in a semi urban Malaysian setting / Darishiani Paramasivam |
| title_short |
Effectiveness of a culturally adapted mass media campaign in promoting awareness of colorectal cancer in a semi urban Malaysian setting / Darishiani Paramasivam |
| title_full |
Effectiveness of a culturally adapted mass media campaign in promoting awareness of colorectal cancer in a semi urban Malaysian setting / Darishiani Paramasivam |
| title_fullStr |
Effectiveness of a culturally adapted mass media campaign in promoting awareness of colorectal cancer in a semi urban Malaysian setting / Darishiani Paramasivam |
| title_full_unstemmed |
Effectiveness of a culturally adapted mass media campaign in promoting awareness of colorectal cancer in a semi urban Malaysian setting / Darishiani Paramasivam |
| title_sort |
effectiveness of a culturally adapted mass media campaign in promoting awareness of colorectal cancer in a semi urban malaysian setting / darishiani paramasivam |
| publishDate |
2024 |
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http://studentsrepo.um.edu.my/15584/1/Darishiani.pdf http://studentsrepo.um.edu.my/15584/2/Darishiani_Paramasivam.pdf http://studentsrepo.um.edu.my/15584/ |
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my.um.stud.155842025-03-03T15:42:24Z Effectiveness of a culturally adapted mass media campaign in promoting awareness of colorectal cancer in a semi urban Malaysian setting / Darishiani Paramasivam Darishiani , Paramasivam R Medicine (General) RA0421 Public health. Hygiene. Preventive Medicine Colorectal cancer (CRC) is the most common cancer among men and the second most common among women in Malaysia. A delay in its detection and presentation to healthcare increases morbidity and reduces survival rates. The late-stage diagnosis is partly due to the lack of awareness and poor knowledge of the symptoms of CRC. Previously conducted CRC awareness campaigns in Malaysia were short (usually one day) and lacked proper evaluation. The lack of a culturally adapted mass-media intervention with an evaluation framework in Malaysia has caused a knowledge gap in the strategies to raise CRC awareness. This study aims to develop, validate, implement, and evaluate an evidence-based colorectal cancer awareness-raising mass-media campaign that is culturally acceptable for Malaysians. The mass-media campaign was culturally adapted from the ‘Be Cancer Aware Campaign (Northern Ireland)’ to suit the Malaysian culture. The developed and validated CRC mass-media campaign was named ‘Be Cancer Alert – Colorectal Cancer’ (BCAC-CRC) and was implemented in March 2018. A systematic review was conducted to assess symptom awareness and barriers to screening for CRC. A mass-media campaign was culturally developed and validated using a Heuristic Framework. Heuristic Framework has five adaptation stages consisting of (a) information gathering, (b) preliminary adaptation design, (c) preliminary adaptation tests, (d) adaptation refinement, and (e) adaptation trial. The reach and factors associated with the recognition of culturally adapted BCAC-CRC were evaluated. The impact of the BCAC-CRC on awareness-raising (knowledge, attitude, and beliefs) about colorectal cancer and screening (belief and experience) among the community in Rawang, Selangor, was evaluated by conducting a pre- and post-household survey on the same set of respondents. The results of the systematic review indicate a notable deficiency in awareness and comprehension of the early symptoms of CRC and the barriers to CRC screening. A total of 956 respondents were recruited during the pre-campaign and 730 respondents during the post-campaign household survey. The BCAC-CRC reached the communities in Rawang through television advertisements (42.9%) and printed materials (40.0%), the most commonly recognised media. The campaign significantly increased the proportion of participants’ knowledge of each CRC symptom and risk factor. In addition, it also significantly reduced the proportion of participants for all the negative beliefs. After the campaign, the total score of knowledge improved (β= 2.290, CI= 1.806, 2.773), negative beliefs about CRC and CRC screening were reduced (β= -0.689, CI= -0.896, -0.482) and minimally improved attitude in help-seeking behaviour (β= 0.238, CI= 0.094, -0.383). Based on the findings of this study, the adapted, developed, and validated CRC mass-media campaign was found to be a culturally acceptable, appropriate, and reliable campaign among the populations from different ethnic groups in Rawang. In addition, the campaign has effectively improved awareness (knowledge and beliefs) about CRC and screening (belief and experience) with minimal improvement in attitude towards help-seeking behaviour among the Rawang population. Future mass-media campaigns should be implemented and evaluated during a longer period, specifically targeting help-seeking behaviour for any CRC symptoms. 2024-09 Thesis NonPeerReviewed application/pdf http://studentsrepo.um.edu.my/15584/1/Darishiani.pdf application/pdf http://studentsrepo.um.edu.my/15584/2/Darishiani_Paramasivam.pdf Darishiani , Paramasivam (2024) Effectiveness of a culturally adapted mass media campaign in promoting awareness of colorectal cancer in a semi urban Malaysian setting / Darishiani Paramasivam. PhD thesis, Universiti Malaya. http://studentsrepo.um.edu.my/15584/ |
| score |
13.244413 |