Promoting colon cancer screening among older Chinese adults: reaching out through community elderly centres

Abstract

BACKGROUND: In 2006, Hong Kong launched a five-year pilot project on bowel cancer education, promotion, and screening that targeted symptomatic adults ages fifty to seventy who were offered a Faecal Immunochemical Test (FIT). Under this project, this program reached out to soon-to-be aged and young-old through Community Elderly Centres (CECs). During a 12 month period, more than two thousand people attended health talks, and about four hundred eligible participants used the FIT screening. Aims: This paper examines the strategy of using CECs as conduits to promote colon cancer screening among older Chinese. METHOD: Qualitative methods, including focus groups and in-depth interviews, were administered to three groups of stakeholders, including social workers, participants with negative FIT screening results, and participants with positive FIT screening results (4 in-depth interviews). The processes followed semi-structured guidelines and were audio-recorded and transcribed. Successive approximation was used as a method for data analysis. RESULTS: The strategies to used CECs as conduits to reach the elderly were seemingly effective, which is supported by the following four emerging themes: 1) The health promotion matches the service directions of CECs; 2) A rippling effect can be achieved by using the first batch of participants as role models for others; 3) CECs can recruit hard-to-reach older adults; and 4) Social workers could also play support roles by helping participants with their worries and emotional reactions during the process. CONCLUSION: Reaching older adults through CECs to promote colon cancer screening among older Chinese adults is promising. Policy implications are discussed.