PERSUADING LOW-INCOME WOMEN TO ENGAGE IN MAMMOGRAPHY SCREENING - SOURCE, MESSAGE, AND CHANNEL PREFERENCES

This study was conducted for a local Breast and Cervical Cancer Contro l Program that began in 1992. The local program engaged in intensive r ecruiting efforts with low-income women, and yet they enrolled less th an half of their targeted goal for their first year of operation. Focu s group interviews were held with nine groups of women who enrolled in the program and four groups of nonenrollees in order to determine dif ferences in preferences for source, message, and channels used to diss eminate persuasive messages about the program. Discussions revealed di stinct patterns in preferred sources, messages, and channels for enrol lees and nonenrollees. Practical implications of this study for the lo cal screening program are offered, and the theoretical concept of audi ence as coparticipant is discussed in the context of health campaigns.