FY25 Lung Cancer Screening Social Marketing

PROJECT ABSTRACT The proposal is for the development of a social marke?ng campaign for the Kentucky Lung Cancer Screening Program. The work for this one-year contract (July 1, 2024 - June 30, 2025) includes the forma?ve evalua?on and strategic planning stages of campaign development. The contracted employee will conduct secondary and primary research to understand the situa?on and de?ne di?eren?ated audience segments. This will include: coordina?on with other related community outreach contracts; analysis of exis?ng data; design of research instruments (at least two quan?ta?ve surveys and two interview protocols); recruitment of key stakeholders (N ≅ 12) and community members of the highly targeted audience segments (N ≅ 72-144); modera?ng individual interviews (N ≅ 12) and community focus groups (N ≅ 12); providing a report of insights and preliminary messaging strategies based on ?ndings. CLIENT GOALS Overall, this project will contribute to the successful implementa?on of the Kentucky Lung Cancer Screening Program and support progress toward their long term goals of (1) increasing lung cancer screening; (2) reducing morbidity and mortality from lung cancer; and (3) reducing the health care cost associated with the treatment of lung cancer. A comprehensive social marke?ng campaign has the poten?al to (1) increase e?ec?veness of the client’s e?orts; (2) increase e?ciency of program execu?on through beter resource alloca?on; and (3) prepare the Kentucky Lung Cancer Screening Program for implementa?on and expansion of e?orts to addi?onal audience segments.