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Health Education Research, Vol. 6, No. 3, 259-266, 1991
© 1991 Oxford University Press

research-article

Implementation of mass media community health education: the Forsyth County Cervical Cancer Prevention Project

Mark Dignan, Judy Bahnson, Penny Sharp, Pheon Beal, Marie Smith and Robert Michielutte

Department of Family and Community Medicine, Bowman Gray School of Medicine of Wake Forest University Winston-Salem, NC 27103, USA

The Forsyth County Cervical Cancer Prevention Project (FCP) is a community-based health education project funded by the National Cancer Institute. The target population includes around 25 000 black women age 18 and older who reside in Forsyth County, North Carolina. The overall goal of the program is to prevent mortality from cervical cancer by promoting Pap smears and return for follow-up care when needed. Based on the principles of social marketing, a plan to reach the target population with mass media educational messages through electronic and print channels was developed. Guided by marketing objectives, the target population was divided into relatively discrete segments. The segments included church attenders, patients in waiting rooms of public and selected health providers, female students at local colleges, shoppers, viewers of radio and television, newspaper readers, and business owners and managers. Introduction of the program was based on strategies developed for reaching the target population in each segment with television, radio and print mass media messages. Qualitative assessment of the mass media developed by the program indicated that all forms of communication helped to increase awareness of the program.


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