Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #107163

Cheryl Holt, PhD¹, Mohamad A. Eloubeidi, MD, MSH², Michele Shipp, MD, DrPH³, and Mona H. Fouad, MD, MPH¹. (1) School of Medicine, Division of Preventive Medicine, University of Alabama at Birmingham, 1717 11th Avenue South, Suite 641, Birmingham, AL 35205, (205) 934-2816, cholt@uab.edu, (2) Department of Medicine, Division of Preventive Medicine, University of Alabam at Birmingham, 1530 3rd Avenue South, Birmingham, AL 35294, (3) School of Public Health, The Ohio State University, B-207 Starling-Loving Hall, 320 W 10th Ave., Columbus, OH 43210

The primary purpose of this project was to assess, develop, implement and evaluate a community-based multi-faceted intervention to increase public knowledge about CRC, enhance understanding of the need for early detection of CRC, and maximize the rate of utilization of CRC screening in selected communities in Alabama. Focus groups (18) with African American and Caucasian rural and urban Alabama residents were conducted to determine knowledge and awareness of CRC and its screening methods, and perceived barriers to screening. Results: Qualitative analyses suggested that some participants perceived CRC as a “death sentence”, and there was a general lack of awareness that CRC is preventable and treatable. There was the perception that CRC is a “man's disease”, and common perceived barriers to screening included lack of insurance coverage (or knowledge about one's coverage) and the preparation. Frustration was expressed about physicians not recommending screening. A public service announcement was developed based on these findings, as well as billboards posted along interstates in one of the counties, to increase awareness. These were evaluated using number of calls to a toll-free number for more CRC information. A provider intervention was developed in the form of a continuing medical education reading encouraging adherence to CRC screening recommendations, and was evaluated using provider responses and knowledge. Finally, a church-based CRC screening educational program using community health advisors was developed in African American and Caucasian churches, and is evaluated using participant surveys assessing knowledge, perceived barriers to screening, and screening. Results and lessons learned are discussed.

Learning Objectives:

• Recognize perceived barriers and facilitators related to knowledge of CRC and to CRC screening in adults living in urban and rural areas of Alabama (derived from the formative assessment).
• Describe diverse interventions targeting both the community and its care providers, to increase awareness and knowledge about CRC and influence screening behavior.
• Discuss the results of these interventions, including public awareness messages, provider intervention, and church-based educational intervention.

Keywords: Cancer Screening, Community-Based Health Promotion

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.

Recorded presentation