Enhancing H. pylori screen-and-treat participation through multi-channel communication in Slovenia

Abstract Gastric cancer remains a major public health concern in Europe due to high morbidity and mortality. The EU-funded TOGAS project is gathering evidence for population-based Helicobacter pylori (H. pylori) screen-and-treat strategies in line with EC and IARC recommendations. NIJZ launched Slovenia's TOGAS pilot study accompanied with a communication campaign targeting 30-34-year-olds to increase awareness and participation. Ongoing pilot, that started in 2024 at the Community Health Centre Ljubljana, invited eligible individuals to undergo serological testing. Positive results led to a confirmatory breath test, followed by a 14-day eradication treatment and post-treatment testing. The communication campaign was based on behavioral theories-Social Cognitive Theory, Elaboration Likelihood Model, and Health Belief Model-and employed a multichannel approach: - personalized invitation letters and reminders, - traditional media (TV, radio, press), - digital outreach (website, digital media), - outdoor advertising (buses). The goal was to evaluate the impact of theory-based communication on participation in preventive health program. The campaign reached over 480,000 individuals and had over 3 million impressions, including the target age group and broader public. Personalized letters proved most effective in encouraging participation. The response rate to the invitation for completing a research questionnaire and signing informed consent was 46%. Social media content tailored to younger adults improved relevance and engagement, while influencer partnerships and media outreach amplified visibility. Combining rational and emotional messaging enhanced communication effectiveness across audiences. Theory-based integrated communication significantly improves participation in screening programs. Slovenia's approach provides a scalable model for other countries aiming to pilot screen and treat H. pylori strategies for gastric cancer prevention. Key messages • Personalized invitation and reminder letters were the most effective tools for encouraging participation in the H. pylori screen-and-treat pilot, as clearly shown in response rates. • The communication approach used in Slovenia’s pilot provides a scalable, theory-based model for other EU countries implementing H. pylori strategy for gastric cancer prevention.