PROMOTING HEALTHY LIFE CHOICES

BOWEL CANCER
Introduction
Research demonstrated that early detection may help treat and cure bowel
cancer, which can have a long-term influence on public health (Bowel Cancer
UK, 2023). Based on this, the prevalence, public awareness of modifiable risk
factors, and preventive actions are lower than other cancers. Also, lack of
understanding resulted in missed opportunities for individuals to maintain
their health (Bowel Cancer UK, 2023).
Bowel cancer, sometimes referred to as colon cancer, encompasses a variety
of distinct cancer forms. The condition is a result of unregulated growth of
the epithelium, which is the inner lining of the colon or rectum. Without
treatment, these abnormal cells have the potential to proliferate and
develop into polyps, which may then progress into aggressive
adenocarcinomas, the most common kind of colorectal cancer (American
Cancer Society, 2023). This presentation will be looking at this history of
bowel cancer based on its past, present, and future and its statistics.
In addition, cancerous cells have the potential to separate and travel via the
bloodstream or lymphatic system, resulting in the development of secondary
tumors in other organs. This emphasizes the need of promptly identifying
and taking action to avoid the spread of diseases, often referred to as
metastasis.
Professor Karen Vousden, a renowned cancer researcher at the University of
Cambridge, offers her professional perspective on prevention, highlighting
the crucial significance of proactive measures (Cancer Research UK, 2023). It
is crucial to bear in mind that many variables that increase the risk of bowel
cancer, such as heredity and age, are beyond our control. However, making
lifestyle changes may greatly decrease the likelihood of having the illness.
This statement underlines the importance of teaching individuals about
modifiable risk factors and the prospective benefits of choosing healthy
lifestyle choices via promotion.
In this presentation I will discusses the essential problem of modifiable risk
factors for bowel cancer and how individuals or patients may take control of
their health dramatically in order to reduce their risk by learning and having a
detailed knowledge about its effects through increasing awareness level and
making healthy lifestyle choices for themselves.
Marmot Report will be used to address the social and economic
determinants of health and I will also investigates its prevalence,
socioeconomic impacts, and modifiable risk factors. I'll dig into encouraging
healthy choices using social media, posters, and radio commercials, while
complementing current public health initiatives. Addressing equity and
ethical issues ensures our campaign offers genuine, accessible, and culturally
appropriate information. My health campaign will be looking at how we can
reduce the rate of bowel cancer to reduce admission of a patient with bowel
cancer and this will link to the social determinant of health theory.
By examining these factors, I aim to equip individuals or patients with
knowledge and encourage them to adopt healthy activities that will lower
their probability of acquiring bowel cancer.
THE LITERATURE
Bowel cancer has a long and difficult history intermingled with discoveries in
medical and cultural developments. Here's a glimpse at its past, present, and
future:
The Early Discoveries in the 18th - Early 19th Century: The earliest recorded
incidences of bowel cancer go back to ancient Egypt (Albaracin-Caballero et
al., 2014). Surgical operations for intestinal obstructions, apparently
generated by tumours, were conducted as early as the 18th century
(Hymphries, 1982).
In the Mid-19th to Early 20th Century, it was recorded a limited
understanding of cancer and Grim Outcomes. This time experienced modest
advancement due to a lack of understanding of cancer biology and
inadequate surgical methods. Resections were often unsuccessful, and death
rates remained high (Bahattin et al., 2016).
The Mid-20th Century, was the Dawn of Modern Treatment: The 20th
century ushered in a new era with innovations in anesthesia, surgical
methods (including the advent of the colonoscope), and diagnostic tools like
X-rays (Evelien et al., 2019). The introduction of chemotherapy in the 1950s
substantially expanded treatment options.
Screening and Prevention Take Center Stage in Late 20th Century - till date:
The discovery of risk factors and the development of fecal occult blood tests
in the second half of the 20th century opened the route for population-based
screening programs. The use of colonoscopy as a screening procedure
dramatically increased early detection and perhaps curative therapy (Rahul
et al., 2022).
In recent years, we have seen a surge in less invasive surgical treatments and
personalized medications based on the particular genetic makeup of the
tumour. Specialist continues to research improved screening technologies,
personalized risk assessment methods, and the probable significance of diet
and lifestyle alterations in the prevention of human/patients (Rahul et al.,
2022).
Statistics on Bowel cancer in the United Kingdom:

Source: Cancer Research Uk (2023)

 There are a total of 42,000 newly identified cases throughout a one-

year period.
 Annually, a total of 16,000 individuals die.
 The fourth most common kind of cancer.
 It ranks as the second most common cause of cancer-related
fatalities, behind lung cancer. (Bowel Cancer UK, 2023).
About 80% of instances of colorectal cancer, which may grow in either the
colon or the rectum, emerge largely in the colon (large intestine), with the
other 20% originating in the rectum. Notably, anal carcinoma—that is, cancer
of the anus—occurs exceedingly seldom (Bowel Cancer UK, 2023).
Spontaneous alterations and proliferations take place inside the
approximately 37 trillion cells that make up the human body's intricate
cellular architecture (Bowel Cancer UK, 2023). When cellular dysregulations
result in uncontrolled proliferation, oncogenesis ensues. Bowel cancer often
begins as a solid tumor that grows from tiny polyps that are visible on the gut
lining. These polyps, which are widespread in older persons, are typically
benign but may be cancerous in the future (Bowel Cancer UK, 2023)..
A common medical surgery dubbed preventative polypectomy seeks to avert
malignant transformation of polyps. Similar to other malignancies, bowel
cancer's metastatic spread is the greatest challenge to therapy. After
commencing its invasion of the colon wall, the cancer spreads to other
distant organs, most notably the liver, via infiltrating lymphatic pathways
(Bowel Cancer UK, 2023)..
Bowel cancer's demographic profile is wide reaching. Colon cancer is the
second most prevalent malignancy in both sexes, with over 42,000 new cases
diagnosed each year (Bowel Cancer UK, 2023).. Notably, 1 in 14 men and 1 in
19 women will acquire a diagnosis of colon cancer over their lives; the
lifetime risk for women is 5% and for males it is 7% (Bowel Cancer UK, 2023)..
Bowel cancer may strike anybody at any age, but the overwhelming majority
of cases—94%—are discovered in those over 50, with four out of 10
diagnoses coming beyond the age of 75 (Bowel Cancer UK, 2023)..
While public understanding of bowel cancer remains lower than that of other
malignancies, several present activities pave the framework for the
campaign.
The NHS "Be Clear on Cancer" Campaign (2012) (National Health Service,
2023); This campaign tries to raise public understanding of important bowel
cancer signs such as blood in the stool and encourage individuals who
experience these to visit their GP as soon as possible. This is consistent with
my focus on early detection, which encourages folks to seek medical aid at
the first hint of probable risk.
National Bowel Screening Program by the National Health Service (NHS),
2023). The NHS gives free bowel cancer screening tests to eligible individuals
aged 50 to 75. The program's principal objective is early diagnosis utilizing
these tests, which is important for effective treatment. The marketing
promotes this program by growing awareness of the screening program's
benefits, perhaps enhancing participation rates.
World Cancer Research Fund Recommendations (WCRF, 2023). This
organization supports healthy lifestyle choices such as a balanced diet rich in
fiber, having a healthy weight, and participating in regular physical activity to
minimize the risk of bowel cancer. Their purpose is to motivate others to
prevent the disease with excellent lifestyle modifications. My campaign aim
closely supports these values by promoting healthy preventive measures.
By building on these present efforts, the campaign may play a vital
contribution in:
 Raising public knowledge of modifiable risk factors for bowel cancer
beyond symptoms.
 Empowering individuals to take control of their health via preventive
activities.
 Encourages participation in the national bowel screening program by
the NHS.
This campaign may help to reduce the knowledge gap regarding modifiable
risk factors, resulting in a more comprehensive approach to bowel cancer
prevention in the UK and across the world.
Rationale
Bowel cancer, generally known as colorectal cancer as mentioned in the first
slide which is the introduction, is a severe public health concern in the United
Kingdom. While breakthroughs in treatment bring hope, numerous factors
contribute to this ongoing health issue:
Modifiable Risk Factors and Low Awareness: Unlike other malignancies,
Bowel cancer has modifiable risk factors that are highly influenced by
lifestyle choices. Diet, physical inactivity, obesity, and smoking are all
important factors (American Cancer Society, 2023). However, public
understanding of these modifiable dangers remains lower than for other
cancers (Bowel Cancer UK, 2023). This knowledge gap stops individuals from
taking actions to minimize their risk.
Social Determinants of Health: Socioeconomic status, education, access to
treatment, and environmental factors all have a considerable effect on a
person's probability of acquiring bowel cancer (National Cancer Institute,
2023). The Lower socioeconomic ( the lower-lower class) status is related
with a larger risk attributable to characteristics such as reduced access to
healthier foods, increased stress, and potential delays in seeking medical
assistance. Because they lacked adequate knowledge and experience on how
to manage there health.
Early identification Challenges: While early diagnosis is crucial for successful
therapy, a number of circumstances could limit development. The stigma
associated with gastrointestinal symptoms such as rectal bleeding can
encourage patients to postpone seeking medical care (Cancer Research UK,
2023). Furthermore, onerous screening processes may prevent certain
persons from involvement in NHS programs (National Health Service, 2023).
Learn from Creative Approaches:
Public health campaigns may use artistic means to effectively explain
complicated health concerns and promote behavior change. According to
Rebecca and Florian (2021), advertisements that use comedy, narrative, and
engaging characters may connect with audiences and increase message
memory in target audience long term memory which can led to a message
recall. Social media platforms with interactive aspects may promote
conversation and community participation, expanding the campaign's reach
(Kreuter & Bernhardt, 2009). This campaign will be utilizing this approaches
as means to achieve the overall goal.
Addressing Health Inequalities:
Addressing health inequities is critical to a successful public health program.
Individuals from lower socioeconomic origins and particular ethnicities are
more likely to get bowel cancer (Public Health England, 2021). This
emphasizes the need of using tailored techniques in our effort to reach these
disadvantaged groups. We will go over these disparities in further depth in a
separate portion of the presentation.
Reasoning for the Topic Selection:
We choose bowel cancer as our campaign issue for the following reasons:
 Bowel cancer is the second leading cause of cancer mortality in the
United Kingdom (Cancer Research UK, 2023). The significant influence
on national health supports tackling this problem.
 Modifiable Risk Factors and Prevention Potential: The existence of
modifiable risk factors enables people to take control of their health
via preventative actions such as diet adjustments, greater physical
activity, and weight management.
 Opportunity to address knowledge gaps and promote early detection:
Our campaign seeks to close the knowledge gap on modifiable risk
factors while also tackling stigma and encouraging early diagnosis via
straightforward communication.
I think that by combining innovative communication tactics with a focus on
socioeconomic factors and health inequities, this campaign may make a
significant contribution to the UK's more holistic approach to bowel cancer
prevention. Moreover, I will be using Marmot Report to address the social
and economic determinants of health;
According to Local Government Association, (2022), the Marmot Report on
health inequities was published on 11 February 2010 in the UK. The review
provides an evidence-based strategy to address the social and economic
determinants of health, the situations in which humans are born, develop,
live, work and age and which may contribute to health inequalities. However,
Bowel cancer is a severe public health problem in the UK. While
breakthroughs in therapy provide hope, prevention and early identification
are key in treating these conditions, applying principles from the Marmot
Report (2020).
Marmot Report (2020) stresses the substantial relevance of socioeconomic
determinants of health (SDOH) on health outcomes. Factors like money,
education, housing, and access to healthcare considerably impact an
individual's chance of getting illnesses like bowel cancer for a Healthier
Future:

The Early Stage is about generating efficient screening procedures is vital.

With the National Health Service's (NHS) bowel cancer screening program
provides a free test for persons aged 50+ (NHS, 2023).
Social Media Marketing Campaign: Utilizing social media, culturally relevant
posters, and radio advertisements to improve awareness levels, address
worries about mental health, and urge people to participate within
underrepresented communities.
The study adds that interacting with local groups and adopting policies that
promote financial equality, with inexpensive housing, and access to
nutritional meals may contribute greatly to long-term health and well-being
(Marmot, 2020). While not a guarantee, maintaining a healthy weight,
partaking in regular physical exercise, and eating a balanced diet rich in
fruits, vegetables, and fiber may help lower the risk of colon cancer (World
Cancer Research Fund, 2023). Investing in early identification, SDOH
treatment, and preventive efforts may give enormous economic and social
benefits:
Greater Life Expectancy: Early identification and treatment of colon cancer
lead to greater survival rates and a longer, healthier life for people (Cancer
Research UK, 2023).
Reduced Healthcare Costs: Early identification and prevention are much less
costly than treating late stages of cancer. A preventative approach may
lessen the load on healthcare systems (American Cancer Society, 2023).
A Healthier, More Productive Population: A population with a lower cancer
burden implies a healthier, more productive workforce. By emphasizing on
early diagnosis, limiting reporting, and encouraging healthy lifestyles, we may
construct a future with a lower colon cancer burden.
Campaign Details
I want to use social media's reach and engagement capabilities to raise
awareness about bowel cancer. Here's an overview of the platform and its
usefulness:
Platform: I will mostly use Facebook and Instagram platform. These
platforms have a big user base across several demographics, enabling the
campaign to target certain age groups (adults aged 50 and above) and
geographic areas.
Content Tailoring: Facebook provides a diverse range of content forms,
including educational articles, visual designs, eye-catching photos, and
engaging videos. Instagram's emphasis on visuals enables compelling
infographics and short, educational video snippets.
Campaign elements:
 Informative Posts: On a regular basis, provide clear, simple
information regarding bowel cancer risk factors, early detection
procedures, and the need of screening.
 Creative Visuals: Use infographics and eye-catching pictures to draw
attention and explain complicated topics.
 Short Videos: Create short, entertaining video clips (preferably less
than one minute long) that promote awareness about colon cancer in
a relevant manner.
 Interactive elements: Use elements like as polls, quizzes, and Q&A
sessions to increase audience participation and address frequent
problems.
 Targeted Advertising: Leverage Facebook and Instagram's advertising
features to target certain populations most at risk or live in locations
with lower screening participation rates.
I will also consider including a complementing campaign element:
Posters in public toilets (female and male) may act as a reminder for our
target audience (adults 50+) to seek additional information. Research
supports this method, demonstrating that such point-of-information
locations can be effective in promoting health checkups (Meissner et al.,
2017).
SMART Analysis/Goals

To assess the campaign's effectiveness, I have set Specific, Measurable,

Achievable, Realistic, and Timely (SMART) objectives:
1. Increase Knowledge (Awareness level): Within the first three months of
the campaign, persons aged 50 and above learnt 10% more about bowel
cancer risk factors through the social media platforms highlighted in the last
slide. This will be measured using pre- and post-campaign surveys issued via
social media, with questions evaluating comprehension of critical risk
variables.
2. Increase internet traffic to the NHS bowel cancer screening information
page by 15% in the first six months of the campaign. This will be documented
using website analytics tools accessible on social media networks and the
NHS website.
3. Increase Screening Participation: Within the first year of the campaign, 5%
more individuals will engage in the NHS bowel cancer screening program in
chosen geographic locations with lower incidence. This information will be
obtained in conjunction with the NHS and local health authorities.
4. Social Media Engagement: Maintain an average engagement rate of 5%
(likes, comments, and shares) across all social media content throughout the
campaign. Engagement will be measured using social media analytics tools.
5. Poster Visibility and memory: Conduct a post-campaign survey of
bathroom users to assess poster visibility and key message memory. I aim for
a 70% recognition rate of the posters and a 50% recall of a core message
(e.g., requirement of screening).
Setting these SMART targets enables the campaign to accurately analyze the
campaign's progress and alter strategies as necessary to enhance its impact
on public awareness and, ultimately, bowel cancer prevention in the UK.
HEALTH INEQUALITIES

This campaign addresses health disparities to achieve inclusion. I recognize

differences in bowel cancer risk and screening access based on
socioeconomic level, ethnicity, and region (Public Health England, 2021).
Here's how I'll approach them:
 Multilingual material and culturally appropriate themes will appeal to
a broad variety of people.
 Partnerships with local organizations will assist to harness
trustworthy voices and establish a local presence.
 Accessibility features on social media and posters (captions,
transcripts, plain language) will fulfill a range of needs.
 Targeted social media advertising and innovative poster placement
will reach consumers in low-screening zones.
 Data disaggregation will aid us in finding areas for improvement in
inclusion.
By employing these measures, we want to close the knowledge gap across
populations and contribute to a more equitable approach to bowel cancer
prevention in the United Kingdom.
Social Marketing
Social marketing theory offers a useful foundation for developing and
executing successful public health initiatives such as this campaign. Here's
how essential principles fit into the bowel cancer awareness campaign I am
trying to create:
 Market Orientation: I am interested in understanding the
requirements, attitudes, and behaviours of the target audience
(adults aged 50 and above) in relation to bowel cancer. This audience-
centric strategy guarantees that messages connect and inspire
positive behaviour change.
 This campaign seeks to change attitudes and behaviours linked to
bowel cancer. I'll use social media's interactive capabilities (polls,
Q&A sessions) to address concerns and promote open discourse
about an often taboo subject.
 Exchange Theory: I will be advocating a clear "exchange": early
diagnosis via screening leads to better health outcomes. Educational
material and unambiguous calls to action (CTAs) such as "Visit the
NHS website for more information" will direct people to take this
positive activity.
Marketing Mix (4Ps): I will be implementing the 4Ps of marketing to create
the campaign strategy:
 Product: The "product" is knowledge and awareness of bowel cancer
risk factors, early detection techniques, and the benefit of screening
(Prateek et al., 2020).

 Price: NHS patients may engage in screening for "free" at the point of
entrance. I will highlight this to address any prospective cost
concerns. This will address prospective financial concerns that can
operate as a barrier to participation by demonstrating the cost-
effectiveness of early detection via the NHS program.

 Place: Social media platforms and appropriately positioned posters in

public bathrooms serve as crucial "distribution channels" for reaching
the desired audience. The Posters advertising at the restrooms act as
a clever "distribution channel," reaching people in a private setting
where they are open to receiving health-related information. Social
media platforms such as Facebook and Instagram provide audience-
specific messages.
  Promotion: To promote the campaign and its contents, I will employ
engaging content formats (educational blogs, info-graph designs,
videos, and visual designs) as well as targeted advertising. Posters
with compelling images, succinct text, and calls to action will tempt
readers to learn more. To promote the campaign and its objectives,
social media outreach employs captivating content types as
infographics, videos, and testimonies (Yusuf et al., 2020).
Using these social marketing concepts, I will be creating and designing a
campaign that will connects with the target population, promotes
information acquisition, and encourages participation in the NHS bowel
cancer screening program.
Why use the Toilets as a means of building awareness level?
The audience in public restrooms is tremendously intrigued. For a few
minutes, individuals are stranded, frequently with their phones out of reach.
This will present a distinct potential for our promotion. According to Toilet
Board Coalition (TBC), the concentrated and undistracted atmosphere of
toilet advertising led to its high memory rate (Toilet Board Coalition, 2020).
The Influence of the poster on the target audience: An inexpensive
technique to send a focused message in a toilet environment using posters,
as part of promotional tools to get the audience informed. This helps to
capture attention, to be instructive, and have spectacular imagery. The
positioned posters in toilets may greatly boost website traffic, social media
participation, and even influence the behaviour of the target audience
(Karsten, 1988).
Collaborations with NHS, non-profit organizations, and socially conscious
businesses are regular components of this social marketing project. Because
these groups might fund the costs of manufacturing and exhibiting the
posters (Researchers’ 2024). Although the target audience's "price" may be
free, the campaign itself includes expenditures connected to design, printing,
and placement.
In contrast, the tag 'Free' is not always free because the campaign itself
contains expenditures related with creation and placement even if the target
audience may find the message to be free (Ria, 2020). And some posters may
recognize the funding organization in passing. This campaign will also look at
privacy concerns which will be the focus of marketing in a private space such
as a restroom may make some folks uncomfortable (Ria, 2020). It's vital to
achieve the optimum balance between intrusive and instructive.
Why This Approach Will Benefit the Audience:
Social media accessibility: The target group (adults 50 and over) is
increasingly accessing social media platforms such as Facebook (88% of
internet users aged 50 to 64) (SIMON, 2023). This helps me to approach
people in comfortable online environments and reach out to the target
audience smoothly and engaging.
Combating stigma: The participatory aspect of social media enables for open
talks and dispels any possible stigmas associated with bowel cancer and
screening techniques.
Tailored content and local partnerships: Creating culturally sensitive
messages and engaging with local groups may increase trust and
participation in different populations.

Benefits of Social Media Marketing for the Restroom Target Audience

The target audience: A lot of people spend a few minutes in toilets, where
there are often few outside distractions. This offers a special possibility to
convey a message that is very likely to be noticed and understood.
It's Cost-Effective: The production and placement of toilet posters is
comparatively less costly as compared to conventional media advertising.
It as an undivided attention: Distinctive from other advertising locations,
toilets provide a quiet setting where the message is more likely to be seen
and comprehended.
A specifically targeted reach: Social marketers may focus on certain interest
groups or demographics based on the restroom's location (e.g., restaurants,
workplaces, or schools).
Humor and Creativity: Because bathroom advertisements are unexpected,
they may use humor and creative content to draw viewers in and stick in
their minds.

Limitations of Social Marketing using the Restroom

Toilets have a restricted amount of area for posters, so the message must be
clear and visually striking.
It has a short focus span: People may find it difficult to focus when they are
imprisoned because of the environment.
Unfavourable Perception: Some individuals may consider advertisements in
restrooms to be bothersome or even inconsiderate of private.
Reduced Measuring ability: Relative to digital promotion, measuring the
success of toilet ads might be difficult. Measuring habit change only based on
toilet exposure is challenging.
A Few Words Don't Fit: Not every social media marketing message is
appropriate for a toilet setting. In this context, serious or difficult subjects
may not be warmly received.

Supporting literature:
This campaign delves into additional information of two different prominent
researcher on the concerning incidence of bowel cancer in the United
Kingdom.
Let’s look at facts on its occurrence on how socio-economic characteristics
impact risk, and modifiable behaviors that may aid with prevention. The
socioeconomic determinants of health and healthy lifestyle choices such as
eating, exercise, and weight management will be explored.
I recommended public health campaign takes use of social media, tailored
posters, and radio advertisements, based on the established effectiveness of
social marketing activities in promoting beneficial health behaviors (Yusuf et
al., 2020).
By tailoring messages and channels to target populations (Kreuter &
Bernhardt, 2009), this campaign expect to enhance existing public health
activities and maximize impact. Furthermore, I will be looking at measures to
eliminate health inequalities and ensure that underrepresented groups are
effectively reached. Finally, addressing ethical considerations is crucial. I will
ensuring that the information is factual, culturally appropriate, and
accessible to the target audiences.
Behaviour Change Models

Understanding how people make behavioral choices is critical for developing

successful health promotion strategies. Here, I'll look at two notable models
and how they may be used to our bowel cancer awareness campaign:
1. The Health Belief Model, or HBM:
According to the HBM, individuals are more likely to participate in preventive
health behaviors when they perceive a susceptibility to a health danger
(bowel cancer), feel the consequences of the illness are severe, and are
confident in their capacity to take action (screening) to lessen the threat.
Appling this model for the Campaign:
 The ad will focus on the risk factors for bowel cancer, highlighting
that it is not uncommon.
 I will provide clear information on the possible consequences of late
discovery, emphasizing the need of early diagnosis for effective
treatment.
 The advertising will emphasize the convenience and accessibility of
the NHS bowel cancer screening program, addressing any fears or
worries about the procedure.

2. Theories of Planned Behavior (TPB):

The TPB extends the HBM by incorporating the effect of social norms
(perceived social pressure) and self-efficacy (belief in one's competence to
execute the task) on behavior (Ajzen, 1991).
Appling this theory for the Campaign:
 I'll exhibit testimonies from survivors and healthcare experts to prove
that screening is socially acceptable and has great outcomes.
 The advertising will focus on the simplicity of participation in the
screening program, removing any perceived hurdles or complexity.

Critical Evaluation:
Both the HBM and the TPB provide useful frameworks for understanding
habit modification. However, they may fail to effectively account for the
effects of bigger social determinants of health (SDOH), such as
socioeconomic status and access to healthcare (Marmot, 2005).
The campaign will address these limits as follows:
 Working with local organizations to target poor populations.
 Providing culturally suitable messages and resources.

The next slide will go into further depth about a particular behavioral change
model and how it applies to this campaign.
Prochaska and Velicer (1997) proposed the Stages of Change Model
(Transtheoretical Model), which posits that individuals move through several
degrees of readiness when considering behavior change. The bowel cancer
awareness campaign may be adapted to fit these stages and inspire
individuals to take action.
Stages of Change and Campaign Strategies:
Pre-contemplation (Not Yet Thinking About Change):
 Increase awareness of bowel cancer and its risk factors using social
media post, infographics, and short video like reels for short video
that can gain audience attention positively.
 Creating content with tweeting such as; "Did you know bowel cancer
is the second most common cause of cancer death in the UK?"
Contemplation (Think about Change):
 Strategy to employ: Provide detailed information on the advantages
of early detection and the NHS bowel cancer screening programme.
 Message for audience to interact with: "Early detection of bowel
cancer can significantly improve treatment outcomes." Find out more
about the NHS screening program.
Preparation (Planning to move them to Action):
 My Strategy: Provide clear directions on how to engage in the
screening program, including links to the NHS website and tools for
dealing with anxiety.
 A clear Message like; "Are you ready to act? Here is a step-by-step
guide to taking part in the NHS bowel cancer screening program.
Action (steps to take):
  Strategy: Provide continuing support and encouragement via social
media posts that include success stories and reminders about the
need of screening.
 Motivation Message: "Congratulations for taking control of your
health! Share your experiences to encourage others."
Maintenance (this is for a long-term behavioural change):
 Strategy: Send out frequent reminders on the significance of regular
screening and making good lifestyle choices to avoid bowel cancer.
 The message they will read: "Maintaining a healthy lifestyle and
regular screening are key to long-term bowel health."

Evaluation:
The Stages of Change Model offers a valuable framework for adapting
communication to an audience's varying degrees of preparation. However,
it's vital to understand boundaries. The strategy does not account for
external aspects such as socioeconomic determinants of health, which the
campaign will address via targeted outreach and partnership.
By targeting each phase of change and employing a multi-platform approach,
this campaign intends to engage individuals along the awareness-to-action
spectrum, ultimately leading to a more knowledgeable and proactive
populace in terms of bowel cancer prevention.
Ethics
While this effort strives to promote public health to the general audience on
bowel cancer, it is necessary to address the ethical ramifications. Here, I'll
examine these problems from the viewpoint of Beauchamp and Childress'
(2001) four-principle bioethical approach:
1. Respect for autonomy:
• My Approach: The campaign highlights individual choice by delivering
information rather than forcing engagement in screening.
• Potential challenges: Overly gruesome images or fear-based themes may
be viewed as manipulative.

2. Nonmaleficence (Do No Harm):

Approach: The ads employs culturally appropriate language while avoiding
stigmatizing the bowel cancer or screening procedures.
Potential Challenges: Sharing personal anecdotes may unwittingly generate
uneasiness in some viewers.

3. Beneficence (Doing Good):

• Approach: The fundamental objective of the campaign is to offer target
audience with knowledge so that they may make informed health decisions.
• Potential challenges: Reaching disadvantaged communities with
inadequate access to healthcare services is still a concern.

4. Justice (Fairness, Equity):

• Our Approach: To achieve diversity, I will be employing multilingual content
and work with local organizations.
• Potential challenges: Addressing socioeconomic determinants of health,
which contribute to health disparities, is beyond the purview of the
campaign.
Crucial analysis: Balancing these principles is crucial. While raising awareness
is crucial, major thing that must avoided is manipulating fear or exerting
undue pressure. Mitigating these difficulties requires:
• Transparency: Clear and accurate information empowers individuals
to make informed judgments.
• Sensitivity: Tailoring communications for varied audiences
encourages trust and inclusion.
• Accessibility: Providing resources that are accessible to all
demographics minimizes impediments to participation.
Additional considerations:
 Privacy: I will be anonymising any personal stories supplied and ask
permission before sharing testimonials.
 Data Protection: We shall respect all data protection regulations
when collecting or exploiting audience data on social media
platforms.
Conclusion:
By carefully evaluating these ethical standards and putting protections in
place, I can guarantee that this campaign will improves public health
responsibly and equitably on bowel cancer (Researcher, 2024).

Thank YOU
References
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