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Developing Multimodal Data-Driven Art-Inspired Bowel Cancer-Screening Promotion Messages

In our project, we combine elements of Psychology, Marketing, Artificial Intelligence (AI), and Visual Art to analyze the appeal of existing bowel cancer screening images. Drawing on interviews, surveys, and physiological eye-tracking data, we will produce novel and more effective bowel cancer screening images aimed at populations at higher risk of bowel cancer. In doing so, we aim to increase their screening uptake.

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Colorectal cancer (CRC) is the fourth most common cancer and the second leading cause of cancer deaths in the UK. Despite its benefits in reducing mortality, CRC screening uptake remains low, particularly among ethnic minorities and individuals of lower socio-economic status. Barriers such as lack of awareness, cultural beliefs, and language differences contribute to the lower screening rates in these groups. Fear of diagnosis and mistrust in the healthcare system further hinder participation. While promotional messages can boost screening rates, their specific impact on these populations remains unexplored. Targeted interventions, including culturally tailored messaging and community outreach, could help improve screening uptake in underserved populations. Additionally, improving accessibility through mobile clinics and offering language support services could further enhance engagement in these at-risk groups. Addressing these disparities is essential for reducing overall CRC mortality.