Spreading Awareness of Colorectal Cancer through Effective Advertising

This research aims to investigate the role of advertisements in spreading information about colorectal cancer, with a focus on methods such as email newsletters, posters, and internet ads. The study identifies various problems that need improvement, including targeted audience reach, to effectively spread awareness about this disease. To address these issues, tools like visual software and catchy headlines can be used to grab readers' attention. Ultimately, the goal is to raise awareness among the Australian population through effective advertisement strategies.

Running Head: Awareness colorectal cancer advertisements proposal
AWARENESS COLORECTAL CANCER ADVERTISEMENTS
PROPOSAL

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Awareness colorectal cancer advertisements proposal
Table of Contents
1.0 Introduction................................................................................................................................2
1.1 Project Background................................................................................................................2
1.2 Project Objectives..................................................................................................................2
1.3 Project Methodology..............................................................................................................2
2.0 Literature Survey.......................................................................................................................3
2.1 Introduction to colorectal cancer............................................................................................3
(a) Understanding colorectal cancer.........................................................................................3
(b) Significance of spreading awareness through advertisements............................................3
3.0 Application.............................................................................................................................4
(a)Web-based advertisement....................................................................................................4
(b) Community Posters and newspaper....................................................................................5
(c) Advertisements in television...............................................................................................5
(d) Social media........................................................................................................................6
(e) Email newsletters................................................................................................................6
(f) Public speaking....................................................................................................................6
3.2 Problems................................................................................................................................7
(a) Deficiency of More knowledge..........................................................................................7
(b) Unhealthy Diet....................................................................................................................7
4.0 Conclusion.................................................................................................................................8
5.0 Timeline.....................................................................................................................................0
6.0 References..................................................................................................................................1
7.0 Appendices................................................................................................................................3

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Awareness colorectal cancer advertisements proposal

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Awareness colorectal cancer advertisements proposal
1.0 Introduction
1.1 Project Background
Colorectal cancer occurs in the colon or rectum of an individual. It mostly affects the large
intestine or large bowel which connects colon to the anus. The rate of colorectal cancer is
expected to increase in recent years according to the recent survey in Australia (bowel-
cancer.canceraustralia.gov.au, 2018). It is one of the most common forms of cancer which occurs
in more than sixteen thousand individuals per year. Therefore, adequate information can be
spread about this with the aid of advertisement. This project consists of identification of various
methods of advertisements such as through the internet, email newsletter, and television among
others through which will be used to spread awareness about colorectal cancer.
1.2 Project Objectives
● To evaluate the need for advertisements to spread cancer awareness
● To identify the appropriate methods of advertisements for spreading awareness.
● To identify advertising issues affect awareness on colorectal cancer
● To develop recommendations for effective use of advertisements in spreading awareness
on colorectal cancer
1.3 Project Methodology
In this research, a secondary method of data collection will be chosen for assessing
advertisement needs in spreading awareness of colorectal cancer. This process consists of

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Awareness colorectal cancer advertisements proposal
collecting data from existing research. Therefore, it will help in the collection of various journals
and important information from authentic sources through which this research can be done.
2.0 Literature Survey
2.1 Introduction to colorectal cancer
(a) Understanding colorectal cancer
Colorectal cancer mostly occurs in older people whose age range is more than 50 years.
However, it can occur to teenagers and young adults as well although the threat is not much as
compared to older people. Cancer is the third most cause of death in Australia and estimated risk
of such colorectal cancer is 1 in 13 (bowel-cancer.canceraustralia.gov.au, 2018). Therefore, it is
of utmost importance to spread adequate awareness about colorectal cancer so that people can
identify its symptoms and can take help as soon as possible (Refer to Appendix 1).
(b) Significance of spreading awareness through advertisements
Advertisements are among the most effective methods through which any form of information
can be spread among the common mass. Therefore, it can be stated that it is indeed the best
method through which the more knowledge about colorectal cancer can be spread. Lack of
advertisements can cause the common public to remain unaware of the important facts about
cancer. Therefore, they are unable to take necessary precautions to order to keep themselves
healthy and aware of signs and symptoms of such. Thus, according to Guo & Saxton (2018),
advertisements can help enlightening individuals about all necessary information through which
individuals can take proper measurements.

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Awareness colorectal cancer advertisements proposal
3.0 Application
Figure 1: Methods of advertising
(Source: Influenced by Guo & Saxton, 2018)
Advertisements come in different forms and every aspect of these advertisements has its own
significance in spreading awareness. Some of the most important methods have been listed
below:
(a)Web-based advertisement
Web-based advertisements can be defined as text ads which are displayed on the internet. As
opined by Xu, Teng & Liu (2017), most web-based advertisements are present in the form of
hyperlinks. Clicking these links directly defers an individual to the respective page consisting of
information about the topic. There are various authentic government websites as well as online
journals which consist of statics about colorectal cancer. As most of the people in the 21st
century are dependent on the internet, they are bound to notice such an advertisement. Almost
78.9% of the Australian population is core internet users (abs.gov.au, 2019). Therefore, it can be
Advertisment
methods
Web-based
advertisemen
t
Community
Posters and
newspaper
Television Social media Email
newsletters
Public
Speaking

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Awareness colorectal cancer advertisements proposal
asserted that web advertisements are the most effective through which awareness about
colorectal cancer can be spread. Web-based advertisements are also visually pleasing as they
contain lots of graphics to attract the attention of readers. Therefore, it would not successfully
garner numerous readers’ attention but also successfully spread the awareness about colorectal
cancer.
(b) Community Posters and newspaper
Posters and newspaper are creative examples of advertisements through which information can
be spread among the common mass. These are essentially considered effective forms of offline
advertisements (Aguirre et al. 2015). Posters are usually put up in public spaces where they
might come into the sight of the passer-by. The posters should be visually attractive, only those
the readers would feel interested to read it more carefully. Newspaper are mostly preferred by
older people, therefore, informative articles would definitely help individuals to understand the
threat of colorectal cancer.
(c) Advertisements in television
One of the most common forms of advertisements is through television. Through creative
commercials or short films, informative content can be created for spreading the awareness of
colorectal cancer. As forwarded by Kandhway & Kuri (2016), advertisements on television not
only attract the attention of viewers but also help in spreading messaged. As most people are
engaged with television on a daily basis, it is an effective method through which signs and
symptoms along with preventive methods for colorectal cancer can be spread. Through this,
people can take listen to the advice and act accordingly to stay more cautious regarding the
symptoms of cancer.

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Awareness colorectal cancer advertisements proposal
(d) Social media
The aspect of social media campaigning is gaining rapid attention in the 21st century. It has been
observed that the number of users in millions was 17.19 percentages in 2017 and is expected to
rise in 2018 (aafp.org, 2018). Therefore, social media sites such as Facebook and Twitter can be
taken in to account for spreading of important messages to the whole mass. These platforms
provide adequate scope for spreading news about colorectal cancer. Various news articles
regarding the aspects of this cancer can be shared on these social media sites through which
appropriate information can be spread.
(e) Email newsletters
This can be defined as emails containing information about important topics or various
advertisements. In this case, email newsletters can be used to spread appropriate messages about
colorectal cancer to the common public.
(f) Public speaking
Public speaking is another effective method of offline advertising through which news about an
important aspect or topic can be spread. In this case, a public speaker can highlight the important
signs and symptoms of colorectal cancer which should be known to all. In order to keep a steady
attention of the audience, the speaker can use presentation slides to make the information more
visual (reactgroup.org (2018). Through this effective knowledge about ways to stay healthy
along with preventive methods can be spread to the public.

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Awareness colorectal cancer advertisements proposal
3.2 Problems
(a) Deficiency of More knowledge
Through the aid of this research, it has been observed that advertisements play an important role
in spreading awareness about a certain topic. The rate of colorectal cancer has been stated as the
third most cause of death in Australia, therefore, through advertisements people can be made
more aware (ccalliance.org, 2018). There are certain challenges in social media such as people
can get easily distracted if the piece of news is unable to capture their attention (Refer to
Appendix 2). Furthermore, in case of emails, these newsletters are sent out in mass format due to
which many emails can also get collected in the spam folder of an individual (Leary et al. 2018).
20.06% of users open such emails while the rest individuals will remain unaware of the pieces of
information regarding cancer (omicsonline.org, 2018).
(b) Unhealthy Diet
Advertisements are also an essential means through which precautionary measurements can be
learned. According to Guinney et al. (2015), web-based advertisements along with
advertisements in television and news spread the news about preventive measures which should
be implemented by every individual. Significance of preventive methods such as regular checkup
and screening are not done by the patients. Doctors and the pharmaceutical industry are coming
out with new drugs and newer advertisements are required to catch the attention of the public
(hbr.org, 2018). In case of social media these advertisements are less circulated compared to
entertainment advertisements which grab more attention.

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Awareness colorectal cancer advertisements proposal
4.0 Conclusion
This research will pay adequate attention to various aspects of advertisements and the role it
plays in spreading information. Different methods of advertisements can be thoroughly identified
such as email newsletter, poster and internet advertisements. This form of advertisements can
essentially help in spreading awareness about colorectal cancer. However, much more
improvement is needed in the aspect of advertisement so that the message can be transferred to
the targeted audience. The problems can be mitigated through the implementation of various
tools and applications such as creating more visual advertisements by using effective software.
Catchy headers can also be used in order to grab the attention of the readers so that they readers
carry on till the end of the information. It is only through this method, effective awareness can be
spread to the mass in Australia.

Running Head: Awareness colorectal cancer advertisements proposal
5.0 Timeline
Figure 2: Timeline of research

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Awareness colorectal cancer advertisements proposal
(Source: Learner)

Running Head: Awareness colorectal cancer advertisements proposal
Important dates for the project
Organizing draft- 19/7/2018
Meeting with supervisor- 15/8/2018
Submission- 14/8/2018

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Awareness colorectal cancer advertisements proposal
6.0 References
aafp.org (2018), Online Advertising Policy, Principles and Acceptance, Retrieved from 5th
September 2018 from:
https://www.aafp.org/journals/afp/advertisers/rates-policies/online-policies.html
abs.gov.au (2018), Internet Activity, Australia, Retrieved from 1st September 2018 from:
http://www.abs.gov.au/ausstats/abs@.nsf/mf/8153.0/
Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015). Unraveling the
personalization paradox: The effect of information collection and trust-building strategies
on online advertisement effectiveness. Journal of Retailing, 91(1), 34-49. Retrieved from
4th September 2018 from: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4927805/
bowel-cancer.canceraustralia.gov.au (2018), Bowel cancer statistics, Retrieved from 1st
September 2018 from: https://bowel-cancer.canceraustralia.gov.au/statistics
ccalliance.org (2018), What Colorectal Cancer is, and where it starts, Retrieved from 3rd
September 2018 from: https://www.ccalliance.org/colorectal-cancer-information/what-is-
colorectal-cancer
Guinney, J., Dienstmann, R., Wang, X., De Reyniès, A., Schlicker, A., Soneson, C., Marisa, L.,
Roepman, P., Nyamundanda, G., Angelino, P. & Bot, B.M., (2015). The consensus
molecular subtypes of colorectal cancer. Nature medicine, 21(11), 13-50. Retrieved from
2nd September 2018 from: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4636487/
Guo, C., & Saxton, G. D. (2018). Speaking and being heard: How nonprofit advocacy
organizations gain attention on social media. Nonprofit and Voluntary Sector

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Quarterly, 47(1), 5-26. Retrieved from 2nd September 2018 from:
http://www.sppm.tsinghua.edu.cn/eWebEditor/UploadFile/20180322014536171.doc
hbr.org (2018), Creativity in Advertising: When It Works and When It Doesn’t, Retrieved from
1st September 2018 from: https://hbr.org/2013/06/creativity-in-advertising-when-it-
works-and-when-it-doesnt
Kandhway, K., & Kuri, J. (2016). Campaigning in heterogeneous social networks: Optimal
control of SI information epidemics. IEEE/ACM Transactions on Networking
(TON), 24(1), 383-396. Retrieved from 4th September 2018 from:
https://arxiv.org/pdf/1512.07966.pdf
Leary, M., McGovern, S., Dainty, K. N., Doshi, A. A., Blewer, A. L., Kurz, M. C., ... &
Reynolds, J. C. (2018). Examining the Use of a Social Media Campaign to Increase
Engagement for the American Heart Association 2017 Resuscitation Science
Symposium. Journal of the American Heart Association, 7(8), 10-87. Retrieved from 1st
September 2018 from: https://www.ahajournals.org/doi/pdf/10.1161/JAHA.118.008710
omicsonline.org (2018), Impact of Social Media Advertisements on University Students,
Retrieved from 2nd September 2018 from:
https://www.omicsonline.org/open-access/impact-of-social-media-advertisements-on-
universitystudents-2151-6200-1000290.php?aid=94086
reactgroup.org (2018), CIVIL SOCIETY – CAMPAIGN MATERIALS AND TOOLS Social media,
Retrieved from 3rd September 2018 from: https://www.reactgroup.org/toolbox/raise-
awareness/civil-society/campaign-materials-and-tools/social-media/
Xu, Y., Teng, F. & Liu, Q., (2017). Management information systems for advertisement based
on online-to-offline strategy. In Computer and Information Science (ICIS), 2017

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Awareness colorectal cancer advertisements proposal
IEEE/ACIS 16th International Conference, 3(1), 197-202. Retrieved from 3rd September
2018 from: https://ieeexplore.ieee.org/stamp/stamp.jsp?arnumber=7959993
7.0 Appendices
Appendix 1
Figure 1: Estimated forms of cancer in 2018
(Source: https://bowel-cancer.canceraustralia.gov.au/statistics)
Appendix 2

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Awareness colorectal cancer advertisements proposal
Figure 2: Social media users in Australia
(Source: https://www.statista.com/statistics/247946/number-of-social-network-users-in-
australia/)