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Title: Can targeting information on cancer-related psychosocial services by male gender and rurality improve attitude to service use in this difficult-to-engage population?
Austin Authors: Harrison, Nathan J;Gunn, Kate M;Wilson, Carlene J 
Affiliation: School of Psychology, University of Adelaide
Freemasons Foundation Centre for Men's Health, Adelaide Medical School, University of Adelaide
National Centre for Education and Training on Addiction, Flinders University
UniSA Cancer Research Institute, University of South Australia
Department of Rural Health, Allied Health and Human Performance, University of South Australia
College of Medicine and Public Health, Flinders University
School of Psychology and Public Health, La Trobe University
Olivia Newton-John Cancer Wellness and Research Centre
Issue Date: Dec-2020
Date: 2020-10-03
Publication information: Psycho-oncology 2020; 29(12): 2075-2083
Abstract: Rural men affected by cancer are difficult to engage in psychosocial support services. This exploratory study tested whether exposure to printed brochures describing services, distinguished by a focus on rural men affected by cancer, resulted in more positive help-seeking attitudes than exposure to material focused on rural location only or generic cancer support material. Targeted versions of a South Australian Cancer Council service brochure were developed to enhance cultural appropriateness, consistent with the Elaboration Likelihood Model. Rural men affected by cancer were recruited via supportive accommodation and randomized to receive one of the three brochures. The primary outcome was positive attitude to help-seeking at post-test (between 1-2 days). Negative attitudes to help-seeking, intention to seek help, perceived isolation, and service use were secondary outcomes; perceived information relevance at immediate post-test was also measured. Analysis (N=114) indicated no detectable group differences (rurality/male gender, n=33; rurality, n=41; control, n=40) on primary or secondary outcome measures (p>.05). Participants' existing service use was high, due to the recruitment methods. Support service information was primarily sourced from other people (e.g., friends/family, 22.22%; medical professionals, 27.27%). Existing service use rates suggest that ceiling effects obscured any potential benefit from demographic targeting of materials. Further research should consider building understanding about the acceptability of targeting techniques in this population, replication with materials designed with greater consumer input, and employ samples recruited outside a support service. This article is protected by copyright. All rights reserved.
DOI: 10.1002/pon.5566
ORCID: 0000-0002-1011-8745
Journal: Psycho-oncology
PubMed URL: 33010091
Type: Journal Article
Subjects: Cancer
Cancer support
Psychosocial services
Appears in Collections:Journal articles

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