{"title":"利用传播策略促进循证癌症预防和筛查","authors":"Y. Mizota, Masahiro Fujino, Seiichiro Yamamoto","doi":"10.4091/iken.30-321","DOIUrl":null,"url":null,"abstract":"Cancer\u0007prevention\u0007and\u0007cancer\u0007screening\u0007are\u0007important\u0007ways\u0007to\u0007reduce\u0007the\u0007 number\u0007of\u0007people\u0007suffering\u0007from\u0007cancer.\u0007However,\u0007although\u0007there\u0007is\u0007sufficient\u0007 scientific\u0007evidence,\u0007they\u0007are\u0007not\u0007always\u0007fully\u0007practiced（evidence-practice\u0007gap）.\u0007 Cancer\u0007prevention\u0007such\u0007as\u0007smoking\u0007cessation\u0007and\u0007taking\u0007cancer\u0007screening\u0007are\u0007all\u0007 promoting\u0007behavior\u0007change\u0007of\u0007individuals.\u0007In\u0007recent\u0007years,\u0007the\u0007conventional\u0007 “educational\u0007approach”\u0007is\u0007not\u0007enough\u0007to\u0007promote\u0007behavior\u0007change,\u0007and\u0007it\u0007is\u0007necessary\u0007 to\u0007introduce\u0007an“environmental\u0007approach”.\u0007In\u0007particular,\u0007the\u0007effects\u0007of\u0007new\u0007behavioral\u0007 science\u0007approaches\u0007are\u0007expected.\u0007In\u0007this\u0007article,\u0007we\u0007will\u0007focus\u0007on\u0007social\u0007marketing\u0007 and\u0007nudge\u0007as\u0007new\u0007approaches. Social\u0007marketing\u0007approach\u0007uses\u0007the\u0007concepts\u0007and\u0007techniques\u0007used\u0007in\u0007commercial\u0007 marketing\u0007to\u0007promote\u0007public\u0007health\u0007behavior\u0007changes\u0007such\u0007as\u0007cancer\u0007prevention\u0007and\u0007 cancer\u0007screening.\u0007Nudge\u0007is\u0007an\u0007approach\u0007that\u0007guides\u0007people\u0007to\u0007choose\u0007the\u0007desired\u0007 behavior\u0007by\u0007understanding\u0007the\u0007habits（inertia,\u0007bias,\u0007etc.）when\u0007they\u0007choose\u0007an\u0007action,\u0007 ensuring\u0007freedom\u0007of\u0007choice\u0007without\u0007forcing\u0007them.\u0007In\u0007terms\u0007of\u0007desirable\u0007behavior,\u0007 nudge\u0007is\u0007appropriate\u0007for\u0007public\u0007health\u0007policies.\u0007We\u0007will\u0007explain\u0007the\u0007social\u0007marketing\u0007 process\u0007such\u0007as\u0007analysis,\u0007strategy\u0007development,\u0007communication\u0007design,\u0007execution,\u0007 evaluation\u0007and\u0007feedback,\u0007using\u0007the\u0007example\u0007of\u0007our\u0007non-smoking\u0007/\u0007smoke\u0007prevention\u0007 campaign\u0007for\u0007university\u0007students.\u0007In\u0007addition\u0007to\u0007social\u0007marketing,\u0007we\u0007will\u0007also\u0007 exemplify\u0007an\u0007approach\u0007to\u0007behavior\u0007change\u0007that\u0007utilizes\u0007behavioral\u0007economic\u0007methods\u0007 such\u0007as\u0007nudge,\u0007using\u0007our\u0007project\u0007aiming\u0007improvement\u0007of\u0007cancer\u0007screening\u0007rate.","PeriodicalId":117299,"journal":{"name":"Iryo To Shakai","volume":"58 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Promotion of Evidence-based Cancer Prevention and Screening Using Communication Strategies\",\"authors\":\"Y. 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Social\\u0007marketing\\u0007approach\\u0007uses\\u0007the\\u0007concepts\\u0007and\\u0007techniques\\u0007used\\u0007in\\u0007commercial\\u0007 marketing\\u0007to\\u0007promote\\u0007public\\u0007health\\u0007behavior\\u0007changes\\u0007such\\u0007as\\u0007cancer\\u0007prevention\\u0007and\\u0007 cancer\\u0007screening.\\u0007Nudge\\u0007is\\u0007an\\u0007approach\\u0007that\\u0007guides\\u0007people\\u0007to\\u0007choose\\u0007the\\u0007desired\\u0007 behavior\\u0007by\\u0007understanding\\u0007the\\u0007habits（inertia,\\u0007bias,\\u0007etc.）when\\u0007they\\u0007choose\\u0007an\\u0007action,\\u0007 ensuring\\u0007freedom\\u0007of\\u0007choice\\u0007without\\u0007forcing\\u0007them.\\u0007In\\u0007terms\\u0007of\\u0007desirable\\u0007behavior,\\u0007 nudge\\u0007is\\u0007appropriate\\u0007for\\u0007public\\u0007health\\u0007policies.\\u0007We\\u0007will\\u0007explain\\u0007the\\u0007social\\u0007marketing\\u0007 process\\u0007such\\u0007as\\u0007analysis,\\u0007strategy\\u0007development,\\u0007communication\\u0007design,\\u0007execution,\\u0007 evaluation\\u0007and\\u0007feedback,\\u0007using\\u0007the\\u0007example\\u0007of\\u0007our\\u0007non-smoking\\u0007/\\u0007smoke\\u0007prevention\\u0007 campaign\\u0007for\\u0007university\\u0007students.\\u0007In\\u0007addition\\u0007to\\u0007social\\u0007marketing,\\u0007we\\u0007will\\u0007also\\u0007 exemplify\\u0007an\\u0007approach\\u0007to\\u0007behavior\\u0007change\\u0007that\\u0007utilizes\\u0007behavioral\\u0007economic\\u0007methods\\u0007 such\\u0007as\\u0007nudge,\\u0007using\\u0007our\\u0007project\\u0007aiming\\u0007improvement\\u0007of\\u0007cancer\\u0007screening\\u0007rate.\",\"PeriodicalId\":117299,\"journal\":{\"name\":\"Iryo To Shakai\",\"volume\":\"58 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2020-12-25\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Iryo To Shakai\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.4091/iken.30-321\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Iryo To Shakai","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.4091/iken.30-321","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
Cancerpreventionandcancerscreeningareimportantwaystoreducethe numberofpeoplesufferingfromcancer.However,althoughthereissufficient scientificevidence,theyarenotalwaysfullypracticed（evidence-practicegap）. Cancerpreventionsuchassmokingcessationandtakingcancerscreeningareall promotingbehaviorchangeofindividuals.Inrecentyears,theconventional “educationalapproach”isnotenoughtopromotebehaviorchange,anditisnecessary tointroducean“environmentalapproach”.Inparticular,theeffectsofnewbehavioral scienceapproachesareexpected.Inthisarticle,wewillfocusonsocialmarketing andnudgeasnewapproaches. Socialmarketingapproachusestheconceptsandtechniquesusedincommercial marketingtopromotepublichealthbehaviorchangessuchascancerpreventionand cancerscreening.Nudgeisanapproachthatguidespeopletochoosethedesired behaviorbyunderstandingthehabits（inertia,bias,etc.）whentheychooseanaction, ensuringfreedomofchoicewithoutforcingthem.Intermsofdesirablebehavior, nudgeisappropriateforpublichealthpolicies.Wewillexplainthesocialmarketing processsuchasanalysis,strategydevelopment,communicationdesign,execution, evaluationandfeedback,usingtheexampleofournon-smoking/smokeprevention campaignforuniversitystudents.Inadditiontosocialmarketing,wewillalso exemplifyanapproachtobehaviorchangethatutilizesbehavioraleconomicmethods suchasnudge,usingourprojectaimingimprovementofcancerscreeningrate.
本文章由计算机程序翻译，如有差异，请以英文原文为准。
Promotion of Evidence-based Cancer Prevention and Screening Using Communication Strategies
Cancerpreventionandcancerscreeningareimportantwaystoreducethe numberofpeoplesufferingfromcancer.However,althoughthereissufficient scientificevidence,theyarenotalwaysfullypracticed（evidence-practicegap）. Cancerpreventionsuchassmokingcessationandtakingcancerscreeningareall promotingbehaviorchangeofindividuals.Inrecentyears,theconventional “educationalapproach”isnotenoughtopromotebehaviorchange,anditisnecessary tointroducean“environmentalapproach”.Inparticular,theeffectsofnewbehavioral scienceapproachesareexpected.Inthisarticle,wewillfocusonsocialmarketing andnudgeasnewapproaches. Socialmarketingapproachusestheconceptsandtechniquesusedincommercial marketingtopromotepublichealthbehaviorchangessuchascancerpreventionand cancerscreening.Nudgeisanapproachthatguidespeopletochoosethedesired behaviorbyunderstandingthehabits（inertia,bias,etc.）whentheychooseanaction, ensuringfreedomofchoicewithoutforcingthem.Intermsofdesirablebehavior, nudgeisappropriateforpublichealthpolicies.Wewillexplainthesocialmarketing processsuchasanalysis,strategydevelopment,communicationdesign,execution, evaluationandfeedback,usingtheexampleofournon-smoking/smokeprevention campaignforuniversitystudents.Inadditiontosocialmarketing,wewillalso exemplifyanapproachtobehaviorchangethatutilizesbehavioraleconomicmethods suchasnudge,usingourprojectaimingimprovementofcancerscreeningrate.
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