Attitudes towards colorectal cancer promotional materials among Chinese elders: A qualitative study

Abstract

Introduction Colorectal cancer (CRC) promotion may not be easy in particular for elders because reading the CRC prevention information may evoke embarrassment, fear and anxiety towards the screening procedure and cancer diagnosis. Most of these materials were prepared in technical medical terms that elders with a lower health literacy level may find it difficult to understand, and as a result, the messages presented may not be well received.

Objectives To explore attitudes towards the content of the three existing CRC promotional information among Hong Kong Chinese elders

Methods A convenience sample of 45 community dwelling Chinese adults aged 60 or above and cognitively intact was randomly assigned to read one of the three promotional materials. Four open ended questions were asked after the experiment.

Results Almost all the participants with lower educational level expressed some extent of fear and anxiety after the experiment, and most reported they did not understand the content while a few reported a belief of cancer fatalism. Participants with higher educational level tended to focus on the lifestyle risk factors that lead to CRC only. Most of the 45 participants suggested information regarding the CRC screening procedure and sharing of consequence of having CRC could be further provided.

Conclusions The results suggested that the existing promotional materials might not be useful in promoting CRC screening. Education seemed to have a differential impact on the reaction to the CRC promotional materials. The information shed lights on development of CRC screening promotion for Chinese elders.