Effect of the mass media in promoting calls to the Cancer Information Service.

The Cancer Information Service is a toll-free telephone inquiry service that provides information about cancer and related resources to the public, patients and their families, and health-care providers. The service was created in 1975 to provide rapid access to the latest information about cancer, to address specific population needs, and to bridge gaps between cancer research and application. This article reviews a variety of ways in which the mass media have been used to promote calls to the Cancer Information Service. Conclusions are drawn about the usefulness of media promotion in the past, and recommendations are suggested for future media promotion of the service.