Screening for Life program had not been promoted in mass media. Focus groups told us there was confusion about this program—particularly about the cost of the tests. Our goal was to raise awareness in the uninsured and underinsured target audiences.

The high incidence and mortality rates—especially among African Americans—was the impetus for devoting multi-media messaging to the over 50 population in Delaware. The first campaigns featured real people who had been tested and evolved over time to relate to the emotional reasons behind getting tested.

Since the Master Tobacco Settlement funds were awarded to states, Delaware has used all all of its money to target tobacco prevention and remediation.

When this landmark program was created to provide free treatment to any Delawarean who was uninsured or underinsured, campaigns were created to promote it. The messages were very simple and were written on a fifth-grade level to be sure details would be understood.

To alert consumers to the risk of cancer that could be attributed to household products people use everyday, and to homes that could contain dangerous radon gas, campaigns and web materials were created.

This campaign targeted people who are fighting cancer and have quality of life or household issues that they need help with. The service offers names and phone numbers of resources.