Abstract
The use of behavioral science approaches, such as nudge and social marketing, is recommended to address the “population indifferent to health”. The authors used nudge and social marketing approaches to develop cancer screening recommendation materials. From 2015 to 2018, 4.3 million residents from 787 municipalities were sent these invitation materials for cancer screening. Of 167 municipalities which data were available that were compared with the last year, 141 (83%) showed an increase in screening rate. Overall, the screening rate improved by 2.6% or 1.44 fold.
As a further promotion using nudges, the author strategically utilized PR mass media to conduct a campaign in which postcards for breast cancer screening were sent to individuals from municipalities in conjunction with a TV program on breast cancer screening. In the three months following the program's broadcast, the screening rate increased 1.5–7.6 times compared to the same month of the previous year. After the broadcast, the call for screening spread to other TV programs, newspapers, magazines, events, and social networking services. The following year, the same method encouraged people to take a detailed colorectal cancer screening.
The authors showed that the use of nudges and social marketing approaches is effective for behavioral change, such as taking a cancer screening. Although a nationwide campaign requires time and effort due to the need to establish regular and steady relationships with the media and municipalities, it is expected to be more feasible and effective if implemented in each prefecture.
