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Region 2 did not conduct a media campaign. Kathy Henderson of Region 2 said she was The initial awareness that could have been created by a province-wide mass media campaign was not therefore created. This would have been particularly helpful in creating awareness among the illiterate members of the target group. It is questionable whether this initial awareness would have been enough to motivate the illiterate portion of the target group to move through the adoption process to final action, making an appointment for a breast cancer screening. However, it could have established enough awareness to have the illiterate members of the group prepared for the message when the next exposure to the message occurred.
The "Standards" document sets forward suggestions that could be seen as encouraging interpersonal communication: recommendations by family physicians along with initial information efforts for health professionals, promotion by women's groups and community organisations and information sessions to be offered to local women's groups. There was no supporting information on how to conduct any of these activities. Region 2 conducted some outreach, particularly as the process went on. Initially, the reliance was on the letter of invitation. The region did hold information sessions on women's health issues, where the topic of breast cancer screening was covered (Henderson and Novaczek, 1996). Later, Region 2 began, as is stated in the case, to do more outreach. The DHCS suggestion of information sessions with family physicians was acted on. Also, nurses and technologists were enlisted to speak to women's groups that were already meeting for other reasons - women's clubs and church groups in particular (Henderson, 1997).
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