Impact of a promotional DVD on bowel screening uptake for Maori and Pacific within the Bowel Screening Pilot

A six minute promotional DVD is currently being introduced in the Waitemata DHB bowel screening pilot. The DVD is being offered in addition to usual care. ). Usual care is a standard reminder letter, and for priority groups (Maori, Pacific and Asian), also a phone call follow-up from a culturally appropriate outreach co-ordinator located in the bowel screening pilot. The Data Manager estimates that approximately 50% of priority group participants are able to be reached with 3x phone follow up attempts. There will be no change to usual care for any participant group. The DVD shows a well known local Maori couple (kaumatua Pio and whaea Chrissy Jacobs) telling the story of whaea Chrissy’s recent experience of bowel screening, and being screened positive (having a positive test followed by a colonoscopy). The DVD is narrated by ex-All Black Frano Botica, and includes a small amount of educational commentary on how to participate in bowel screening, and how to return the test kit (for example labelling and postage details). The DVD is intended to be watched in participant's own home, in their own time, when it is convenient for them, on their own DVD playing equipment. The DVD was designed by the Community Awareness Raising team in the bowel screening pilot to be a culturally appropriate for Maori. The DVD was developed with the intention to promote bowel screening and to motivate invitees to participate by returning their test kits. The study will run for approximately a year (calculated on the number of Maori and Pacific people to be invited in the remainder of the current screening round), in order to reach the numbers suggested by the power calculation (4600 - 2600 Maori and 2000 Pacific).