Plus One Campaign

The overarching goal of this project is to develop and implement a community-based Plus One Campaign to increase awareness of, access to, and use of lung cancer screening in communities across the United States. Traditional efforts to increase lung cancer screening awareness often include advertisements that are broad, manufactured, and largely ineffective in increasing the overall lung cancer screening rate. The intent of the Plus One Campaign is to engage college students in a grassroots effort to increase lung cancer screening awareness.

The crux of the Plus One Campaign is that the messaging will shift from directly asking people “Are you eligible for lung cancer screening?” to asking—instead—“Do you have a friend or loved one who is eligible for lung cancer screening?” (the “Plus One Message”). Through word-of-mouth and direct one-on-one conversations about lung cancer screening among students, members of their community, and their friends and family members, the Plus One Campaign will apply a highly novel strategy to increase awareness of and use of lung cancer screening in the United States.