Eye tracking data of South East Asian individuals' movements when looking at bowel cancer promotion messages

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While promotional visual imagery can significantly increase CRC screening, the specific impact of messages and imagery among ethnic minorities and individuals from socioeconomically deprived communities needs further exploration. This study informed the development of optimized bowel cancer screening promotion images tailored at the wider audience, South Asian community in the UK, in which screening uptake is only 33% and in India where both awareness and organized screening programs from colorectal cancer is scarce. The research aims to bridge the gap between existing visual health communication methods and their effectiveness among diverse populations, ultimately working to reduce screening disparities and improve early detection rates.

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