Health communications to older Americans as a special population. The National Cancer Institute's consumer-based approach.

BACKGROUND: Focus groups conducted by the National Cancer Institute in 1990 revealed that a multitude of fears, anxieties, and negative perceptions underlie the attitudes and behaviors of older Americans with respect to cancer. This central finding suggested that a communications approach aimed at encouraging cancer screening and early detection behavior among older Americans would need to consider the pervasiveness of these fears and not focus on health benefits alone. METHODS: To explore consumer reactions to a new fear acknowledgment/self-empowerment communications strategy, three alternative positioning ads (or concepts) reflecting the strategy were prepared and evaluated through 29 in-depth interviews with members of the target audience. RESULTS: Results confirmed the underlying fear of cancer found in earlier focus groups, a step which was critical for assessing the general strategic approach embodied in the ads. The idea that older people operate from a base of widespread fear and need to be empowered to take charge of their health resonates with and makes sense to the intended audience. A single ad concept was developed from the original three that reflects the feedback of the interviewees. CONCLUSIONS: Using the approach of fear acknowledgment/self-empowerment with older Americans is likely to affect the target audience positively. As a whole, respondents in the study considered the ads that embodied this strategy to be empathetic, helpful, and easy to relate to.