Donating for the cure: Design and evaluation of a healthy breast tissue donation campaign
Abstract
In 1998, the National Cancer Institute identified the lack of knowledge about the biology of normal breast tissue as a significant impediment to finding a cure for breast cancer. In order to meet this need, in 2007 the Tissue Bank at the Indiana University Simon Cancer Care Center was established with funding from Susan G. Komen for the Cure. To date, over 2,200 women have donated their healthy breast tissue to the Bank, but the Bank faces a lack of participation by women ages 18-25. This dissertation consists of two phases of formative research intended to provide the basis for a more effective campaign message strategy that targets young women for breast tissue donation. In Study 1, focus groups were utilized in order to identify the factors influencing the intentions of young women (N = 58) to donate or not donate their healthy breast tissue, and to elicit feedback from young women regarding both the existing Komen Tissue Bank campaign materials as well as prototype posters. Based on the results of these focus groups, a second study involved the development and experimental pretesting of campaign materials (N = 478) for the purposes of donor recruitment. Results indicate important determinants of donation intention in this context and suggest key strategies for future recruitment efforts targeting young women. Improvements in donor recruitment strategies could help to increase the amount and variety of normal breast tissue available to breast cancer researchers.
Degree
Ph.D.
Advisors
MacGeorge, Purdue University.
Subject Area
Marketing|Communication|Health care management
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