Table 5.
Comparison of campaign activities (Be Cancer Aware and Be Cancer Alert Campaign)
| Be Cancer Aware (Northern Ireland)a | Be Cancer Alert Campaign (Malaysia) |
|---|---|
| Print materials: • 4 × Newspaper advertisements (paid), throughout October • 1 Magazine inserts × 8 women magazines, throughout October • Language: English |
Print materials: • Billboards • Street buntings • Posters and brochures in public and private clinics • Roll-up banners in supermarkets • 5 × Newspaper articles (free-of-charge through media launch event) • Language: English and Malay |
| TV advertisements: • UTV, Channel 4, and Video on demand • Available on YouTube • Duration: 40 s; 7 weeks (2–6 ads/day) • Language: English |
TV advertisements: • TV3, TV9, and 8TV • Available on YouTube • Duration: 30 s; 5 weeks (4–6 ads/day) • Language: Malay and Mandarin (TV) and English (YouTube) |
| Radio advertisements: • U105FM, Downtown Radio, and Classic FM • Duration: 40 s; (267 ads over 30 days) • Language: English |
Radio advertisements: • Lite FM and THR Raaga • Duration: 30 s; 2 weeks (5–7 ads/day) • Language: English and Tamil |
| Website: https://www.becancerawareni.info/ • Paid Google search engine enhancement • Language: English |
Website: http://www.becanceralert.com/ • Language: English and Malay |
| Social media: • 7 × Facebook advertisements • Duration: spread over 4 weeks • Language: English |
Social media: • Facebook campaign, 5 weeks (4 posts/week) • Language: majority in Malay and English; few in Chinese and Tamil • Influencers: 2 posts from Malaysian influences on Facebook and Instagram Colorectal cancer: Fara Fauzana (social media influencer and moderator) and Jack Lim (radio presenter and actor) Breast cancer: Amber Chia (supermodel) |
| Total campaign duration: Breast cancer: 8.5 weeks (October 1–November 30, 2015) |
Total campaign duration: Colorectal cancer: 5 weeks (April 2–May 6, 2018) Breast cancer: 5 weeks (September 24–October 28, 2018) |
aMaterials listed refer to the Be Cancer Aware breast cancer campaign in Northern Ireland as the Be Cancer Aware colorectal cancer campaign has not yet taken place.