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NHS North Trent Cancer Network – Breast Cancer Awareness Evaluation: Post-Stage Evaluation

NHS North Trent Cancer Network – Breast Cancer Awareness Evaluation: Post-Stage Evaluation. By DJS Research Ltd Date: May 2012. Your contacts Name: Alasdair Gleed, Research Director & Alex McCluckie, Research Executive Phone: 01663 767857 Web : www.djsresearch.co.uk

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NHS North Trent Cancer Network – Breast Cancer Awareness Evaluation: Post-Stage Evaluation

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  1. NHS North Trent Cancer Network – Breast Cancer Awareness Evaluation: Post-Stage Evaluation By DJS Research Ltd Date: May 2012 Your contacts Name: Alasdair Gleed, Research Director & Alex McCluckie, Research Executive Phone: 01663 767857 Web:www.djsresearch.co.uk E-mail: agleed@djsresearch.com & amccluckie@djsresearch.com

  2. Structure 1 Introduction 2 Key Findings 3 Sample Breakdown 4 Awareness & Recall of campaign 5 Impact of campaign 6 Impact of Campaign: PCT Breakdown - Sheffield 7 Impact of Campaign: PCT Breakdown - Doncaster 8 Impact of Campaign: PCT Breakdown - Barnsley 9 Impact of Campaign: PCT Breakdown - Rotherham 10 Impact of Campaign: PCT Breakdown - Bassetlaw 11 Impact of Campaign: PCT Breakdown – North Derbyshire

  3. 1 Introduction 1

  4. IntroductionBackground and Methodology (1) • North Trent has one of the highest levels of cancer incidence and mortality in the country. Breast cancer forms 14% of the regions overall cancers. Survival rates are particularly poor in women over the age of 70. • In this context, NHS North Trent Cancer Network (NTCN) decided to undertake a targeted piece of work to develop interventions to address the barriers that may prevent individuals presenting earlier for investigation and treatment. • As part of this, NTCN commissioned DJS Research to carry out a surveyof women in the 70+ age group across the Network in order to assess their awareness of the signs and symptoms of breast cancer both pre and post implementation of a social marketing campaign / intervention. • The views of the target population are to be measured through conducting a face-to-face survey using the Breast CAM developed by Cancer Research UK which is a validated tool to enable the measurement of awareness of signs and symptoms of breast cancer.

  5. IntroductionBackground and Methodology (2) • This report details the results of the post-stage of the research carried out from the 10th – 19th April. • A previous piece was conducted prior to this from 26th January – 7th February which provided a benchmark for comparison – as such this report contains results compared to identify the impacts of NTCN’s activities. • Within the Network, the 70+ year old female population segment totals approx. 121,570 women in North Derbyshire and South Yorkshire which has a total population of 1.8 million dispersed across 6 PCTs. • Quota sampling was utilised in order to ensure that the above make-up was reflected in both stages. • The pre and post samples are shown below.

  6. IntroductionBackground and Methodology (3) • Over 400 face-to-face interviews were carried out using quota sampling to achieve a representative sample of the target audience both pre and post intervention. • All respondents were screened to ensure they were aged 70+, female, and residents of the local area.

  7. 2 Key Findings 2

  8. Key Findings (1) • Unprompted recall levels for the campaign were quite high with 14% mentioning breast cancer when asked if they recalled a local health related campaign. This suggests that the campaign has had a sustained effect upon the target population. • Semi-prompted recall (recall cancer related campaign?) was also high with 17% recalling a breast cancer campaign. • Prompted recall levels (recall breast cancer related campaign?) are very high overall at 24%. The data also suggests significant impacts across the core campaign objectives: • Increased awareness of the signs and symptoms of breast cancer • Increased intentions to visit the GP in response to a potential breast cancer symptom • A summary of campaign awareness and impacts is provided in the table on the following slide.

  9. Key Findings (2) • A summary of awareness and campaign impacts is presented in the table below along with an indication of whether or not any significant differences are apparent:

  10. 3 Sample Breakdown 3

  11. Half of respondents are renting council or social housing, and two thirds are living alone. Who do you live with? Which best describes your living arrangements? % of respondents Q22/23 Pre Base: All respondents 441/Post Base: All respondents 420

  12. The majority of respondents are without a vehicle and left full time education at the age of 15 or less. What age did you leave full time education? Does anyone living in your home have a car/van available for use? % of respondents Q24/25 Pre Base: All respondents 441/Post Base: All respondents 420

  13. Reflecting their age group, most are pensioners. Could you tell me your sexual orientation? Could you tell me where your household gets most of its income from? % of respondents Q27 Pre Base: All respondents 440/Post Base: All respondents 420. Balance: Refused Q26 Pre Base: All respondents 441/Post Base: All respondents 420

  14. All who have had Breast Cancer in the past were willing to take part in the research. Are you happy to continue? Have you ever had breast cancer? % of responses % of responses Pre - 439 of the 441 respondents were registered with a GP Post – All respondents were registered with a GP Q1 Pre Base: All respondents 441/Post Base: All respondents 420 Q1a All who have had Breast Cancer Base: Pre: 26/Post: 17

  15. 4 Awareness and Recall of Campaign 4

  16. Awareness and Recall of CampaignUnprompted Recall Of Any Activities Have you seen any local activities, advertising or information recently aimed at raising awareness of specific health issues? (BY PCT) QA1 Post Base: Overall 420; Sheffield 109; Doncaster 65; Barnsley 52; Rotherham 65; Bassetlaw 40; N.Derbyshire 89 = sig diff % of respondents

  17. Awareness and Recall of CampaignUnprompted Recall Of Mailers Have you received any information or materials through the post aimed at raising awareness of specific health issues? (BY PCT) QA2 Post Base: Overall 420; Sheffield 109; Doncaster 65; Barnsley 52; Rotherham 64; Bassetlaw 40; N.Derbyshire89. Balance: Not Stated = sig diff % of respondents

  18. Awareness and Recall of CampaignSemi-Prompted Recall Of Any Activities Have you seen any local activities, advertising or information recently aimed at raising awareness of a specific type of cancer? (BY PCT) QA3 Post Base: Overall 420; Sheffield 109; Doncaster 65; Barnsley 52; Rotherham 65; Bassetlaw 40; N.Derbyshire89. = sig diff % of respondents

  19. Awareness and Recall of CampaignSemi-Prompted Awareness Of Mailers Have you received any information or materials through the post aimed at raising awareness of a specific type of cancer? (BY PCT) QA4 Post Base: Overall 420; Sheffield 109; Doncaster 65; Barnsley 52; Rotherham 65; Bassetlaw 40; N.Derbyshire89. = sig diff % of respondents

  20. Awareness and Recall of CampaignPrompted Recall Of Campaign Activities Have you seen or heard any local activities, advertising or information, or any material / information through the post which mentioned breast cancer recently? (BY PCT) Q18 Post Base: Overall 420; Sheffield 109; Doncaster 65; Barnsley 52; Rotherham 65; Bassetlaw 40; N.Derbyshire 89 = sig diff % of respondents

  21. Awareness and Recall of CampaignUnprompted Recall Of Campaign Activities You mentioned you had seen some activity, advertising or information ... can you tell me what it was? (OVERALL) Q18 Post Base: All who saw some activity: Overall 100; Sheffield 7; Doncaster 16; Barnsley 16; Rotherham 29; Bassetlaw 4; N.Derbyshire 28 = sig diff No. of respondents

  22. Awareness and Recall of CampaignUnprompted Recall Of Campaign Messages What messages were they trying to get across? (OVERALL) I I I I I I I I I I I Q18 Post Base: All who saw some activity: Overall 100; Sheffield 7; Doncaster 16; Barnsley 16; Rotherham 29; Bassetlaw 4; N.Derbyshire 28 No. of respondents

  23. 5 Impact of Campaign 5

  24. Campaign Impact: SymptomsImpact On Knowledge Of Symptoms: Pre/Post Can you tell me whether you think any of these are warning signs of breast cancer? (OVERALL) +6 +8 % saying yes Q3 Pre Base: All respondents 441/Post Base: All respondents 420 = sig diff

  25. Campaign Impact: SymptomsImpact On Knowledge Of Symptoms: Aware/Unaware Can you tell me whether you think any of these are warning signs of breast cancer? (OVERALL) +20 +11 % saying yes Q3 All aware 100/All unaware 296 = sig diff

  26. Campaign Impact: BehaviourImpact On Checking How often do you check your breasts? (OVERALL) +9 -13 % of respondents Q4 Pre Base: All respondents 441/Post Base: All respondents 420 = sig diff

  27. Campaign Impact: BehaviourImpact On Checking How often do you check your breasts? (OVERALL) % of respondents Q4 Saw campaign: 100/Post Base: Didn’t see campaign 296 = sig diff

  28. Campaign Impact: BehaviourImpact On Confidence When Checking Are you confident you would notice a change in your breasts? (OVERALL) -4 % of respondents Q5 Pre Base: All respondents 441/Post Base: All respondents 420 = sig diff

  29. Campaign Impact: BehaviourImpact On Confidence When Checking Are you confident you would notice a change in your breasts? (OVERALL) % of respondents Q5 Saw campaign: 100/Post Base: Didn’t see campaign 296 = sig diff

  30. Campaign Impact: BehaviourImpact On Decisions To Visit A Doctor Have you ever been to see a doctor about a change you have noticed in one of your breasts? (OVERALL) -16 +23 9- % of respondents Q6 Pre Base: All respondents 441/Post Base: All respondents 420 = sig diff

  31. Campaign Impact: BehaviourImpact On Decisions To Visit A Doctor Have you ever been to see a doctor about a change you have noticed in one of your breasts? (OVERALL) -20 +10 % of respondents Q6 Saw campaign: 100/Post Base: Didn’t see campaign 296 = sig diff

  32. Campaign Impact: BarriersImpact On Barriers To Seeking Medical Help Could you say if any of these might put you off going to the doctor? (OVERALL) +7 +7 % of respondents saying yes Q8 Pre Base: All respondents 441/Post Base: All respondents 420 = sig diff

  33. Campaign Impact: BarriersImpact On Barriers To Seeking Medical Help Could you say if any of these might put you off going to the doctor? (OVERALL) +7 % of respondents saying yes Q8 Saw campaign: 100/Post Base: Didn’t see campaign 296 = sig diff

  34. Campaign Impact: RisksKnowledge Of Age-Related/Lifetime Risk In the next year, who is most likely to get breast cancer? (OVERALL) How many women will develop breast cancer in their lifetime? (OVERALL) +5 % of respondents Q10/11 Pre Base: All respondents 441/Post Base: All respondents 420 = sig diff

  35. Campaign Impact: RisksKnowledge Of Age-Related/Lifetime Risk In the next year, who is most likely to get breast cancer? (OVERALL) How many women will develop breast cancer in their lifetime? (OVERALL) +8 % of respondents Q10/11 Saw campaign: 100/Post Base: Didn’t see campaign 296 = sig diff

  36. Campaign Impact: Breast ScreeningKnowledge Of NHS Breast Screening (1) Is there an NHS Breast Screening Programme? (OVERALL) Have you ever been invited for breast screening on the NHS Breast Screening Programme? (OVERALL) +5 +6 +8 Q12 Pre Base: All respondents 441/Post Base: All respondents 420. Q15 Pre Base: All respondents who think there is a Screening Programme 369/Post Base: All respondents who think there is a Screening Programme : 370 % of respondents = sig diff

  37. Campaign Impact: Breast ScreeningKnowledge Of NHS Breast Screening (2) Is there an NHS Breast Screening Programme? (OVERALL) Have you ever been invited for breast screening on the NHS Breast Screening Programme? (OVERALL) -6 Q12 Pre Base: All respondents 441/Post Base: All respondents 420. Q15 Post Base: All respondents who think there is a Screening Programme & saw campaign 92/didn’t see campaign 254 % of respondents = sig diff

  38. Campaign Impact: Breast ScreeningKnowledge Of NHS Breast Screening (3) Have you ever had breast screening on the NHS Breast Screening Programme? (OVERALL) +4 -4 Q16 Pre Base: All answering yes there is a screening programme 369/Post Base: All answering yes there is a screening programme 370. Q16 Base: saw campaign 92/Didn’t see campaign 254. % of respondents = sig diff

  39. Campaign Impact: Breast ScreeningKnowledge Of NHS Breast Screening (4) At what age are women first invited to the NHS Breast Screening Programme? (OVERALL) At what age are women last invited to the NHS Breast Screening Programme? (OVERALL) +8 +5 -7 % of respondents Q13/14 Pre Base: All answering yes there is a screening programme 369/Post Base: All answering yes there is a screening programme 370 = sig diff

  40. Campaign Impact: Breast ScreeningKnowledge Of NHS Breast Screening (5) At what age are women first invited to the NHS Breast Screening Programme? (OVERALL) At what age are women last invited to the NHS Breast Screening Programme? (OVERALL) % of respondents Q13/14 Post Base: All answering yes there is a screening programme & saw campaign 92/Post Base: All answering yes there is a screening programme & didn’t see campaign 254 = sig diff

  41. Campaign Impact: Risk FactorsKnowledge Of Breast Cancer Risk Factors How much do you agree that each of these can increase the chance of getting breast cancer? (OVERALL) % of respondents agreeing Q17 Pre Base: All respondents 441/Post Base: All respondents 420 = sig diff

  42. Campaign Impact: Risk FactorsKnowledge Of Breast Cancer Risk Factors How much do you agree that each of these can increase the chance of getting breast cancer? (OVERALL) +14 +19 % of respondents agreeing Q17 Post Base: All who saw campaign 100/Post Base: All who didn’t see campaign 296 = sig diff

  43. Campaign Impact: BehaviourChangeImpact On Attitude, Knowledge & Behaviour Did the campaign have any impact on…? (OVERALL) % of respondents = sig diff Q21 Post Base: All who saw campaign 100

  44. Campaign Impact: BehaviourChangeImpact On Attitude, Knowledge & Behaviour In what way did the campaign have an impact on you…? (OVERALL) % of respondents (multi-code) Q22 Post Base: All who had been impacted upon by the campaign 68 = sig diff

  45. Health-Related InformationOverall Where do you usually get your health-related information from? (OVERALL) Q1B Post Base: All respondents 420. = sig diff % of respondents

  46. 6 Impact of Campaign: PCT Breakdown - Sheffield 6

  47. Awareness and Recall of CampaignPrompted Recall Of Campaign Activities Have you seen or heard any local activities, advertising or information, or any material / information through the post which mentioned breast cancer recently? (SHEFFIELD) Others include: • Radio adverts • TV adverts • Walks for Cancer Charities Very low base size Q18 Post Base: Sheffield 109 Q19 Post Base: Sheffield 7 % of respondents

  48. Awareness and Recall of CampaignUnprompted Recall Of Campaign Messages What messages were they trying to get across? (SHEFFIELD) “Check your breasts!” “Beware/be aware!” “Early detection is key to better chance of recovery.” “Asking for donations.” “Walks for cancer charities.” Q18 Post Base: All who saw some activity: Sheffield 7 No. of respondents

  49. Campaign Impact: SymptomsImpact On Knowledge Of Symptoms: Pre/Post Can you tell me whether you think any of these are warning signs of breast cancer? (SHEFFIELD) % saying yes Q3 Pre Base: All respondents: 104/Post Base: All respondents 109 = sig diff

  50. Campaign Impact: SymptomsImpact On Knowledge Of Symptoms: Aware/Unaware Can you tell me whether you think any of these are warning signs of breast cancer? (SHEFFIELD) Very low base size % saying yes Q3 Post Base: All respondents who saw activities 7/Post Base: All respondents who did not see any activities 99 = sig diff

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