Evaluation of the Impact of a Targeted Lung Cancer Awareness Campaign

Abstract

Aims
To evaluate a pilot lung cancer symptom-awareness advertisement campaign targeting a North Dublin area with elevated lung cancer incidence. The primary aim was to assess changes in symptom awareness and behaviour intent. The secondary aim was to examine for changes to rapid access lung cancer (RALC) e-referrals.

Methods
Face-to-face surveys were conducted pre- and post-campaign in target and control areas matched for deprivation, and assessed for differences. RALC referral changes were assessed comparing 6 weeks pre-, during, and post- campaign. Pearson’s chi-squared and Kruskall-Wallis tests were used.

Results
Six-hundred surveys were completed. After advertisement exposure, 119 (79%) and 118 (79%) in the campaign area indicated that it would increase lung cancer symptom awareness, and help-seeking intent respectively. Prompted awareness of ‘persistent cough’ remained similar, increasing from 109 (73.6%) to 121 (80.7%), which was not statistically significant. There was a decline in unprompted awareness of cough from 94 (64%) to 75 (50%). RALC e-referral increase from 63 (pre-campaign) to 78 (post-campaign) was not statistically significant.

Discussion
These unexpected findings may reflect methodological limitations and limited follow-up duration. They underscore the need for multi-model campaigns to improve symptom awareness and help-seeking behaviour. Future evaluations should include longer follow-up and primary care data linkage to better assess intervention impact.