Social Media for Colorectal Cancer Screening

NCT04296630 | Enrolling By Invitation

• 1 other identifier: 20-005
• Study Type: interventional
• Target: 56,000
• Locations: 1 country
• Sites: 1

Brief Summary

Using social media for health promotion is an innovative and emerging approach but remains relatively unexplored in cancer screening. Uptake of colorectal cancer (CRC) screening remains low and standard methods of reaching out are expensive with limited impact. The objective of this study is to conduct a cluster randomized controlled trial (RCT) to test the effectiveness of social media messages for CRC screening on screening intention (primary outcome). The results of this trial will be of interest to Ontario Health and are likely to be taken up by other screening programs looking for innovative and novel ways to increase screening participation. The study results will be easily translatable identifying the most compelling CRC screening messages while the approach can easily be translated to other cancer disease sites with screening programs.

Conditions

Colorectal Cancer; Cancer Screening

Keywords

Social media; Ad campaigns

Outcome Measures

Primary Outcomes (1)

• Screening intention

  The proportion of individuals in each arm that click on the ad and confirm their intention to get screened for CRC

  From date of randomization to end of data collection (1 month)

Secondary Outcomes (5)

• Cost-per-click

  From date of randomization to end of data collection (1 month)

• Click-through-rate

  From date of randomization to the end of data collection (1 month)

• Number of likes

  At the end of the study period at 1 month

• Number of impressions

  At the end of the study period at 1 month

• Post comments

  At the end of the study period at 1 month

Study Arms (6)

Message #1

ACTIVE COMPARATOR

This arm will receive one of five social media messages that is preferred by our target population through focus groups that are being conducted as part of a previous study.

Other: Social media message #1

Message #2

ACTIVE COMPARATOR

This arm will receive the second social media message that is preferred by our target population as identified from our previous focus group study.

Other: Social media message #2

Message #3

ACTIVE COMPARATOR

This arm will receive the third social media message that is preferred by our target population as identified from our previous focus group study.

Other: Social media message #3

Arm #4

ACTIVE COMPARATOR

This arm will receive the fourth social media message that is preferred by our target population as identified from our previous focus group study.

Other: Social Media Message #4

Tailored Arm

ACTIVE COMPARATOR

This arm will receive social media messages that will be tailored by sex.

Other: Tailored Social Media Message

Control Arm

NO INTERVENTION

This arm will not receive any intervention.

Interventions

Social media message #1 OTHER

Social media message promoting colorectal cancer screening

Message #1

Social media message #2 OTHER

A different social media message promoting colorectal cancer screening

Message #2

Social media message #3 OTHER

A different social media message promoting colorectal cancer screening

Message #3

Social Media Message #4 OTHER

A different social media message promoting colorectal cancer screening.

Arm #4

Tailored Social Media Message OTHER

Tailored social media messages promoting colorectal cancer screening.

Tailored Arm

Eligibility Criteria

• Age: 55 Years - 64 Years
• Sex: all
• Healthy Volunteers: Yes
• Age Groups: Adult (18-64)

You may qualify if:

• Facebook users in Ontario who are between 55-64 years of age

Sponsors & Collaborators

• Unity Health Toronto: lead
• Canadian Institutes of Health Research (CIHR): collaborator

Study Sites (1)

Unity Health Toronto

Toronto, Ontario, Canada

Location

MeSH Terms

Conditions

Colorectal Neoplasms

Condition Hierarchy (Ancestors)

Intestinal Neoplasms; Gastrointestinal Neoplasms; Digestive System Neoplasms; Neoplasms by Site; Neoplasms; Digestive System Diseases; Gastrointestinal Diseases; Colonic Diseases; Intestinal Diseases; Rectal Diseases

Study Officials

• Nancy N. Baxter, MD, FRCSC, FACS, PhD

  Unity Health Toronto

  PRINCIPAL INVESTIGATOR

Study Design

• Study Type: interventional
• Phase: not applicable
• Allocation: RANDOMIZED
• Masking: TRIPLE
• Who Masked: PARTICIPANT, INVESTIGATOR, OUTCOMES ASSESSOR
• Purpose: PREVENTION
• Intervention Model: PARALLEL
• Sponsor Type: OTHER
• Responsible Party: SPONSOR

Model Details: Pragmatic cluster randomized controlled trial

Study Record Dates

• First Submitted: March 3, 2020
• First Posted: March 5, 2020
• Study Start: October 25, 2024
• Primary Completion: November 29, 2024
• Study Completion: December 31, 2024
• Last Updated: November 4, 2024

Record last verified: 2024-10

Data Sharing

• IPD Sharing: Will not share

Locations

CA (1)