Increasing Public Acceptance for CRC Screening through Public Relation Campaigns and Networking

The implementation of an organized and quality-assured colorectal cancer screening programme can be a powerful tool to reduce incidence and mortality of the disease. The success of such a programme crucially depends on how many people from the target group actually participate. A strong participation requires a high general awareness of the potentially fatal health risks that colon cancer represents. People must also develop an understanding of the personal benefits they can derive from participating in such a screening programme. Apart from the necessary infrastructure it also needs campaigning to familiarize people with the purpose and potential benefits of a screening programme. Only through accompanying public relations activities is it possible to increase the compliance of citizens to participate in a colon cancer screening programme. This is where the media have an important role to play. And this is also where the work of the Felix Burda Foundation and its network begins.