This study investigated the National Football League's (NFL) "A Crucial Catch" campaign, identification with NFL athletes, exposure, NFL fanship, and intention to schedule a breast cancer screening and to talk about screenings with others. Participants (N = 119) were solicited through various social media outlets, and through an e-mail listserv from the School of Communication at Rochester Institute of Technology. The health belief model (Rosenstock, 1966) is used as the main theoretical framework. Hypotheses and research questions are investigated through an online survey mirroring Brown's (2011) valid survey questions investigating identification with NFL athletes. Statistically significant relationships were found between identification with NFL athletes and exposure, intention to schedule a breast cancer screening, and NFL fanship. NFL fanship was also significantly related to exposure to the campaign.

Library of Congress Subject Headings

National Football League--Public opinion; Advertising, Public service--Public opinion; Breast--Cancer--Diagnosis--Public opinion; Health behavior

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)


Rudy Pugliese

Advisor/Committee Member

Veronica Mittak

Advisor/Committee Member

Patrick Scanlon


Physical copy available from RIT's Wallace Library at RC280.B8 T74 2014


RIT – Main Campus

Plan Codes