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KMID : 1138720040300010071
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Korean Public Health Research
2004 Volume.30 No. 1 p.71 ~ p.78
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Development of the Advertising. Strategy for Promotion of National Cancer Screening Program
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Lee Moo-Sik
Lee Kun-Sei
Kim Byung-Hee
Cho Kyung-Sook
Oh Woung-Young
Choi Kui-Son
Kye Su-Yeon
Shin Hai-Rim
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Abstract
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The goal of this study is to the advertising strategy and public service announcement materials for promotion of National Cancer Screening Program. Current situation was as follows; absence of systemic advertising, strategy and public service announcement materials for promoting the rate of cancer screening. This research was performed from March to July, 2003. The methods of this research was conference of research members(specialists in community health project and public service advertising, develop a tentative products by special company, consultant conference by public officers in ministry of health and welfare, National Cancer Institute, Community Health Center, and National Health Insurance Corporation, Community health center survey. Strategies for promoting cancer screening were developed along with the level of official government and contents of study plan.And various media(poster, leaflet, video) were developed and executed practically. The result of this study could be used a guideline for he advertising strategy and public service announcement materials for activity promotion of National Cancer Screening Program. Developed strategies, system, and other recommendations should be execute in practice positively, some of developed media were applied in health field. Not used media that due to financing problems should be reconsider in next years.
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KEYWORD
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Advertising strategy, public service announcement, cancer screening
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