Skip to main content
The Green Acres Effect: The Need for a New Colorectal Cancer Screening Campaign Tailored to Rural Audiences
Health Education & Behavior (2008)
  • Michelle L. Campo, University of Iowa
  • N. M. Askelson
  • Tracy Rothsong
National health communication campaign developers have ignored rural audiences in campaign development and testing, despite the health disparities that exist for this group. Researchers in a rural Midwestern state tested the appropriateness of CDC's national colorectal cancer screening campaign, Screen for Life. Based on focus groups and a quasiexperimental design evaluation, researchers determined that the national campaign did not adequately address the needs of the rural audience. A new print and radio campaign was developed based on previous findings, grounded in social marketing and the health belief model. New tailored campaign materials were refined in focus groups. Final versions were tested in two quasiexperimental designs. Results support the campaign's reach and efficacy. Those in the intervention county were significantly more likely than the unexposed to (a) report recent exposure to ads, (b) plan to seek out information regarding screening, and (c) plan to get screened in the near future.
Publication Date
December, 2008
Publisher Statement
•On author website, repository and PubMed Central •On author's personal web site •Publisher copyright and source must be acknowledged •Publisher's version/PDF cannot be used •Post-print version with changes from referees comments can be used •"as published" final version with layout and copy-editing changes cannot be archived but can be used on secure institutional intranet •If funding agency rules apply, authors may use SAGE
Citation Information
Michelle L. Campo, N. M. Askelson and Tracy Rothsong. "The Green Acres Effect: The Need for a New Colorectal Cancer Screening Campaign Tailored to Rural Audiences" Health Education & Behavior Vol. 35 Iss. 6 (2008)
Available at: