Ann Coloproctol.  2024 Apr;40(2):145-153. 10.3393/ac.2023.00122.0017.

Public effect of the 2022 Colorectal Cancer Awareness Campaign delivered through a metaverse platform

• Lee TG
• Song GH
• Ahn Hm
• Oh HK
• Byun M
• Han EC
• Kim S
• Kim CW
• Kim HJ
• Hong S
• Song KH
• Kim CW
• Cho YB
• on behalf of the Public Relations Committee of the Korean Society of Coloproctology (KSCP)

• KMID: 2556080
• DOI: http://doi.org/10.3393/ac.2023.00122.0017

Abstract

Purpose
The Korean Society of Coloproctology has been conducting Colorectal Cancer Awareness Campaign, also known as the Gold Ribbon Campaign, every September since 2007. The 2022 campaign was held through a metaverse platform targeting the younger age group under the slogan of raising awareness of early-onset colorectal cancer (CRC). This study aimed to analyze the impact of the 2022 campaign on a metaverse platform.
Methods
Anonymized survey data were collected from participants in the metaverse campaign from September 1 to 15, 2022. The satisfaction score of the participants was evaluated by sex, age group, and previous campaign participation status.
Results
During the campaign, 2,770 people visited the metaverse. Among them, 455 people participated in the survey (response rate, 16.4%). Approximately 95% of the participants reported being satisfied with the information provided by the campaign, understood the necessity of undergoing screening for and prevention of early-onset CRC, and were familiar with the structure of the metaverse. The satisfaction score for campaign information tended to decrease as the participants’ age increased. When the participants’ overall level of satisfaction with the metaverse platform was assessed, teenagers scored particularly lower than the other age groups. The satisfaction scores for CRC information provided in the metaverse, as well as the scores for recognizing the seriousness and necessity of screening for early-onset CRC, indicated a high positive tendency (P<0.001).
Conclusion
Most of the 2022 Gold Ribbon Campaign participants were satisfied with the metaverse platform. Medical society should pay attention to increasing participation in and satisfaction with future public campaigns.

Keyword

Online social networks; Colorectal neoplasms; Health campaigns; Early detection of cancer; Cancer screening