Table 4.
Adapted key messages for the Be Cancer Alert Campaign
| Be Cancer Aware | Be Cancer Alert | Explanation/justification |
|---|---|---|
| Colorectal cancer | ||
| If you’ve noticed a change when you go to the loo, like blood in your poo or looser poos for six weeks or more, see your GP. | If there is blood in your stool and you are experiencing constipation or diarrhea for several weeks, see a doctor urgently. | Words such as “loo” and “poo” are not commonly used in Malaysia and need to be changed. Symptoms need to be made clearer. |
| It could be nothing. But you won’t know until you let your GP check. | The changes in your bowel habits could be nothing. But you won’t know until you let your doctor check. | This message needs to be clearer. “GP” needs to be changed to “doctor.” |
| 9 out of 10 people survive bowel cancer when it’s found early. | Colorectal cancer can be cured if it is found and treated early. Colorectal cancer is the second most common cancer in Malaysia. |
Survival statistics are not so clear for Malaysia. However, statistics are powerful and may help to convey the message. |
| Listen to your body and talk to your GP. | Watch out for the cancer signs, see the doctor and get checked. | Be more specific, the message is too soft. Change GP to doctor. |
| Breast cancer | ||
| Lumps aren’t the only sign of breast cancer. If you notice any changes to your skin such as dimpling or nipple changes (turned in, a discharge, crusted), see your doctor straight away. | Lumps aren’t the only sign of breast cancer. If you notice any unusual changes to your skin or nipple see your doctor straight away. | We cannot use the word “nipple” on TV. Therefore, the TV advertisement, we use the statement “Lumps aren’t the only sign of breast cancer” at the end of the advertisement as, however, for the brochures and posters, the message remained similar. Words that were difficult to understand by the public (dimpling, crusted were removed) |
| 9 out of 10 women survive breast cancer when it is caught and treated early. | 9 out of 10 women survive breast cancer if it is found and treated early. | Statistics are powerful and “catchy” and may help to convey the message. Malaysian statistics are similar to statistics in the UK. “Caught” is understood differently in Malaysia and needed to be changed to “found.” |
| Listen to your body and talk to your GP. | Check your body and see the doctor. | Be more specific, the message is too soft. Change GP to “doctor.” |