Increasing Community Awareness of Cancer Signs and Symptoms in Samoa: The Vave Campaign

Background and context: Cancer is the second most common cause of death in Samoa. Early detection increases the likelihood of successful treatment; however, in Samoa, cancer patients often present late, when treatment options are limited and often reduced to receiving palliative care. Low levels of health literacy in relation to cancer causation, risk factors, and signs and symptoms contribute to poor outcomes for cancer patients in Samoa. Aim: The Vave (Quickly) campaign aimed to increase community awareness about the signs and symptoms of cancer, and promote early detection. Strategy/Tactics: This was a 12-month national social marketing campaign designed to ensure maximum population reach across Samoa. The campaign adopted a multipronged approach with three main components: mass and social media coverage; printed resources; and community education. All components included the campaign messages: early detection; quickly see a doctor; and quickly ring Samoa Cancer Society (SCS). Program/Policy process: The campaign focused on four of the most common cancers in Samoa: stomach, lung, breast, and prostate. Television advertisements and radio scripts were developed for each type of cancer, piloted and broadcast on the main television and radio stations. Printed materials were developed, including brochures, posters and banners. Community educators delivered a total of 29 face-to-face education sessions across Samoa; these sessions prioritized villages, schools and church groups in areas with poor television and radio coverage. Outcomes: The campaign was successful in increasing awareness of cancer signs and symptoms in the community. Approximately 2000 Samoans (over 1% of the population) received the face-to-face education sessions; analysis of pre- and postsession questionnaires showed that the sessions were effective in increasing health literacy around cancer signs and symptoms. In addition, the number of inquiries received by SCS increased significantly as a result of the advertisements, from an average of 18 inquiries per month in the months prior to the implementation of the campaign to 40 inquiries during the campaign. This increase was particularly marked during October (Breast Cancer Awareness Month) when SCS received 112 inquiries. Limited data on patient visits suggests that the campaign resulted in increased numbers of hospital and general practice visits, and is likely to have contributed to the early detection of some cancers. What was learned: · The campaign resulted in an increase in inquiries and requests for check-ups; however, limited availability of medical and screening services must be considered when managing community expectations. · Establishing effective community and professional relationships contributed to the success of the campaign. Formative research and greater involvement of health professionals throughout the campaign would have prevented some implementation issues.