Open AccessA Whole-Organisation Approach to Increasing Bowel Screening Participation Rates
Author(s) -
Kate Broun,
Thomas B. Harper
Publication year - 2018
Publication title -
journal of global oncology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.002
H-Index - 17
ISSN - 2378-9506
DOI - 10.1200/jgo.18.26400
Subject(s) - medicine , stakeholder , stakeholder engagement , context (archaeology) , government (linguistics) , public relations , family medicine , political science , paleontology , linguistics , philosophy , biology
Background and context: Australia has one of the highest rates of bowel cancer in the world, yet if detected early more than 90% of cases can be successfully treated. The Australian government's National Bowel Cancer Screening Program (NBCSP) send a free at-home iFOBT to all eligible people aged 50-74. Current uptake of the program is low (∼40%). Increasing bowel screening is a key focus of Cancer Council Victoria's (CCV) strategic plan (2017-2021). Aim: CCV aims to increase NBCSP participation rates in the state of Victoria, Australia to 50% by 2021. Strategy/Tactics: In 2017, CCV implemented its first ever television-led bowel screening campaign. A whole-organization approach was adopted to develop, implement and evaluate the campaign. Program/Policy process: A whole-organization approach included working with CCVs behavioral researchers to understand barriers and motivating factors to screen, collaboration with the epidemiology center to identify evidence to target campaign delivery, stakeholder liaison with clinicians engaged with the organization, engagement with the organization's support services to respond to calls as a result of the campaign, working with the fundraising team to develop strategies to engage supporters, and leveraging our flagship Daffodil Day initiative with a focus on bowel cancer. Outcomes: Adopting a whole-organization approach enabled all facets of the organization to be involved in a common goal. This resulted in shared ownership of campaign deliverables, greater engagement of staff across the organization in bowel screening and the identification of innovative strategies that wouldn't have been possible had this approach not been adopted. Importantly, CCV’s campaign led to greater numbers of eligible people participating in bowel screening. What was learned: The identification of bowel screening as a CCV priority was critical for enabling cross-organizational collaboration. Taking a whole-organization approach resulted in the identification of existing programs and services to leverage the campaign, strengthening its reach and overall impact.