Colorectal cancer is the second leading cause of cancer‐related death in New York State, but with regular screening, it is preventable, treatable and beatable! The five‐year survival rate for early stage colorectal cancer is over 90%, but when colorectal cancer is detected at a late stage, that rate drops to just 5%. There is no doubt that early detection and prompt treatment save lives. The New York State Department of Health Cancer Services Program (CSP) oversees the delivery of comprehensive colorectal, breast, and cervical cancer screening services to eligible individuals through contracts with organizations in each county of New York. These screening contractors, together with providers and partners, provide screening and diagnostic services, and assist those diagnosed with cancer to obtain prompt treatment. The CSP implemented the Main Streets Go Blue campaign in March of 2011, 2012 and 2013 to inform New Yorkers about the importance of regular colorectal cancer screening. March is National Colorectal Cancer Awareness Month, and blue is the recognized color of colorectal cancer awareness. The goals of Main Streets Go Blue are to recruit uninsured and underinsured clients into CSP screening services and to raise awareness about colorectal cancer screening among the general population of New Yorkers. Main Streets Go Blue was modeled after the Colon Cancer Alliance’s national Staff at a local salon participate in "Dress in Blue" Day awareness program, Cities Go Blue. The project was funded through grants from the Centers for Disease Control and Prevention. Throughout March, participating CSP screening contractors across NYS recruit businesses to decorate their windows and entrances with strings of blue lights and garlands, distribute and display colorectal cancer awareness information, and participate in media, promotional, and screening events. Each participating CSP screening contractor chooses one or more ‘Main Street’ areas within their region to hold the event. ‘Main Streets’ are selected based on amount of foot traffic, visibility within the community and whether they are areas patronized by residents ages 50 and older (the priority population for colorectal cancer screening). Locations include streets, shopping centers, designated downtown areas, and areas surrounding participating hospitals. The CSP played a vital role in the practice as they provided the community partner toolkit, free educational materials, technical assistance and guidance before, during and after the practice. In March 2011, the pilot year, eighteen CSP contractors implemented MSGB and recruited nearly 300 businesses and partner organizations to participate. Thirty‐nine events had media in attendance, leading to over 45 print, online, television and radio news stories. During MSGB 2011, 148 fecal test kits were distributed to CSP clients and 35 CSP clients were referred to colonoscopy. CSP contractor staff with local business at MSGB event
In March 2012, twenty‐eight CSP contractors implemented MSGB and recruited nearly 550 businesses and partner organizations to participate. Statewide, nearly 100 activities and/or screening events and another 41 press conferences and media events related to MSGB were held. Fifteen contractors used social media to promote campaign events and messages. During the campaign, 256 fecal test kits were distributed to CSP clients and 50 CSP clients were referred to colonoscopy Data on the 2013 campaign are still being collected and analyzed. The Livingston County Dept. of Health received NACCHO recognition for work done to implement MSGB in 2011 and 2012 under subcontract for operation of the CSP of Livingston and Wyoming Counties. Their goals were to raise awareness regarding colon cancer and increase the number of Livingston County residents who received colon cancer screening through the CSP of Livingston and Wyoming by a minimum of 5% by December 31, 2011 and 2012, respectively. The objectives to meet this goal were to have one village participate in the initiative in 2011 and two villages in 2012, and to implement media and outreach campaigns to increase awareness about the importance of colon cancer screening and the Cancer Services Program To facilitate implementation, the Department’s CSP provided a community partner toolkit to contractors, which included an overview of the initiative, why CRC screening is important, how local businesses can participate and a participation form. The CSP of Livingston and Wyoming County revised the partner toolkit to localize the information and enhanced the practice by including additional activities such as working with the local theater to kick off the event and incorporating a comprehensive, community‐wide media campaign. The Department’s CSP provided training, materials and technical assistance, while the CSP of Livingston and Wyoming Counties implemented specific activities, such as approaching a local mayor to assess interest in having their village participate in this initiative. Once the mayor approved, they contacted local Main Street Managers and local business owners regarding their possible participation in the initiative. Information packets were distributed to local businesses. At the end of February, blue items such as light strands and helium balloons, educational materials, and boxes for prize drawings were distributed to businesses that Livingston and Wyoming Counties' MSGB Banner
agreed to participate. An outreach and media campaign was developed and implemented in February and March. The campaign included print ads in the local Pennysaver newspapers, which are delivered free of charge to each household in the community, as well as press releases, public service announcements, radio interviews, flyers, website announcements, listserv emails, and large outdoor banners. The CSP of Livingston and Wyoming Counties provided MSGB bookmarks to libraries, purchased and hung a banner on Main Street, operated interactive information tables at local grocery stores, and created ‘Blue Star Sunday’ to hand out educational materials at local churches.