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
Communication and Media Technologies (MS)
Department, Program, or Center
Department of Communication (CLA)
Trible, Chyna Teresa, "An Examination of NFL’s “A Crucial Catch” Campaign: NFL Athletes as Disease Prevention Advocates" (2014). Thesis. Rochester Institute of Technology. Accessed from
RIT – Main Campus