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Int. J. Environ. Res. Public Health 2009, 6, 844-861; doi:10.3390/ijerph6020844 OPEN ACCESS International Journal of Environmental Research and Public Health ISSN 1660-4601 /journal/ijerph Article The Role of Effective Communication to Enhance Participation in Screening Mammography: A New Zealand Case Margaret A Brunton Department of Management International Business, Massey University, Private Bag 102 904, North Shore Mail Centre, Auckland, 1311, New Zealand; E-Mail: M.A.Brunton@massey.ac.nz; Tel.: +64-9-414-0800 ext 9223; Fax: +64-9-441-8109 Received: 10 December 2008 / Accepted: 19 February 2009 / Published: 24 February 2009 Abstract: Changes in the organisation of health care have dominated policy initiatives over the past two decades in many countries. An increasing reliance on public health initiatives to prevent or detect disease early has resulted in an increase in programs that screen for cancer in the community. In turn, this accentuates the need to persuasively communicate the value of such initiatives to encourage continued participation. Merely placing screening programs into a community setting is not sufficient to ensure that adequate numbers will voluntarily participate regularly to achieve anticipated cost and mortality savings in the population. In this research the influence of managing communication in a public screening mammography program was