Designing a lung health media campaign using Stakeholder Analysis Workshops

Problem

Lung cancer is a leading cause of death in Hull, where incidence and mortality are greater than England as a whole, and higher than in any other region of Yorkshire. In addition, Hull has the highest prevalence of smoking in England. PEOPLE-Hull is a Yorkshire Cancer Research funded study that aims to combine primary care and community engagement interventions to improve early diagnosis for lung cancer. As part of this, we used stakeholder workshops to design a media campaign to address negative narratives around lung cancer diagnosis and treatment, and increase awareness and help-seeking around lung health.

Approach

We recruited representatives of the local Hull population (n=40), and conducted two stakeholder analysis workshops with 20 participants each. The workshops consisted of a range of group exercises and tasks, including a) stakeholder assessment of previous media campaigns on lung health and lung cancer, b) discussion of the findings of previous lung cancer research, and c) participant design of mock-ups of locally responsive lung campaigns likely to be effective in the Hull population. These models were then used to design the PEOPLE-Hull media campaign.

Findings

We will present preliminary findings from the workshops, including the messages around lung health and help-seeking behaviour that most appealed to workshop participants, and will demonstrate mock-ups of the campaigns that the stakeholders designed.

Consequences

Understanding how best to generate locally responsive campaigns is key to improving awareness and help-seeking for potential cancer symptoms. This presentation will consider the value and implications of using stakeholder analysis workshops, not only for this media campaign, but also for future campaigns delivered to similar populations.