Health communication / Message design / Science communication /

This experimental study aimed at identifying the best channel (i.e. video or infographic) and the best message type (i.e. narrative or didactic) to influence Italian-speaking young women awareness, knowledge, attitudes and intentions regarding breast cancer screening and prevention. Participants in the study consisted of 194 Italian-speaking women from 18 to 30 years old who completed pre- and post-intervention questionnaires. Positive increases were observed for all outcome variables after exposure to any communication strategy tested. The didactic video had the most positive effect on awareness and knowledge, whereas the narrative video had the most positive effect on attitude and intention to screen for breast cancer. For both message types, videos had a more positive influence than infographics when communicating breast cancer information for this audience. At the best knowledge of the authors, this was the first study of message effects of breast cancer communication with Italian-speaking young women.