Promotion of Evidence-based Cancer Prevention and Screening Using Communication Strategies

DOI Web Site Web Site 14 References
  • Mizota Yuri
    Health Service Division, Health Service Bureau, Ministry of Health, Labour and Welfare Japan Health Promotion Science Section, Center for Cancer Control and Information Services, National Cancer Center
  • Fujino Masahiro
    Health Service Division, Health Service Bureau, Ministry of Health, Labour and Welfare Japan Health Promotion Science Section, Center for Cancer Control and Information Services, National Cancer Center
  • Yamamoto Seiichiro
    Health Promotion Science Section, Center for Cancer Control and Information Services, National Cancer Center Centre for the Fourth Industrial Revolution Japan, World Economic Forum

Bibliographic Information

Other Title
  • コミュニケーション戦略としての科学的根拠に基づくがん予防・がん検診受診の推進
  • 特集論文 コミュニケーション戦略としての科学的根拠に基づくがん予防・がん検診受診の推進 : ソーシャルマーケティングやナッジなどの行動科学を活用した行動変容へのアプローチ
  • トクシュウ ロンブン コミュニケーション センリャク ト シテ ノ カガクテキ コンキョ ニ モトズク ガン ヨボウ ・ ガン ケンシン ジュシン ノ スイシン : ソーシャルマーケティング ヤ ナッジ ナド ノ コウドウ カガク オ カツヨウ シタ コウドウ ヘンヨウ エ ノ アプローチ
  • Approach to Behavior Change Utilizing Behavioral Science such as Social Marketing and Nudge
  • ソーシャルマーケティングやナッジなどの行動科学を活用した行動変容へのアプローチ

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Abstract

<p>Cancer prevention and cancer screening are important ways to reduce the number of people suffering from cancer. However, although there is sufficient scientific evidence, they are not always fully practiced（evidence-practice gap）. Cancer prevention such as smoking cessation and taking cancer screening are all promoting behavior change of individuals. In recent years, the conventional “educational approach” is not enough to promote behavior change, and it is necessary to introduce an“environmental approach”. In particular, the effects of new behavioral science approaches are expected. In this article, we will focus on social marketing and nudge as new approaches.</p><p>Social marketing approach uses the concepts and techniques used in commercial marketing to promote public health behavior changes such as cancer prevention and cancer screening. Nudge is an approach that guides people to choose the desired behavior by understanding the habits（inertia, bias, etc.）when they choose an action, ensuring freedom of choice without forcing them. In terms of desirable behavior, nudge is appropriate for public health policies. We will explain the social marketing process such as analysis, strategy development, communication design, execution, evaluation and feedback, using the example of our non-smoking / smoke prevention campaign for university students. In addition to social marketing, we will also exemplify an approach to behavior change that utilizes behavioral economic methods such as nudge, using our project aiming improvement of cancer screening rate.</p>

Journal

  • Iryo To Shakai

    Iryo To Shakai 30 (3), 321-338, 2020-12-25

    The Health Care Science Institute

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