Table 4

Potential targets to increase colorectal cancer screening

Challenges to successful colorectal cancer screening	Potential targets to increase colorectal cancer screening uptake	Example policy recommendation
Motivational challenges to colorectal screening
Treatment beliefs	Reduce fear and misconceptions of colorectal cancer treatments	Concerted information campaign reflecting advances in colorectal cancer treatment and success stories
Beliefs about the value of screening	Increase credibility of self-sample test	Concerted information campaign emphasising value of the self-sample test
Disgust and embarrassment	Reduce disgust and embarrassment	Concerted information campaign modelling people talking about the test to support positive social norms
Symptom beliefs	Increase awareness that colorectal screening for asymptomatic	Concerted information campaign reiterating that colorectal screening for asymptomatic
Comorbidities and previous colorectal investigations	Increase support for those with other health priorities	Increase awareness within primary care to provide support for colorectal screening among people with other health conditions
Action-on-motivation challenges to colorectal screening
Lack of health professional involvement	Increase people’s confidence to self-complete the test correctly	Provide examples of others’ experiences of completing the self-sample test to model successful completion
Colorectal screening requires planning	Increase people’s ability to plan how, when and where they will complete their test	Provide planning support tool with the self-sample test
Comorbidities	Increase support for those with other health priorities	Increase awareness within primary care to provide support for colorectal screening among people with other health conditions
Prompts to colorectal screening
Postponing and forgetting	Increase prompts to avoid postponing and forgetting	Provide further reminders Provide a suggested deadline for kit return

CRC, colorectal cancer.