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

Abstract #110891

Muhiuddin Haider, PhD¹, Elmer E. Huerta, MD, MPH², Mariano Kanamori, MA³, Yosselyn Rodriquez⁴, Amanda Surette¹, and Kaitlin Christenson⁵. (1) Department of Global Health, SPHHS, George Washington University, 2175 K Street, NW, Suite 810, Washington, DC 20036, 202-416-0427, iphmxh@gwumc.edu, (2) Oncology, Washington Hospital Center/ Washington Cancer Institute, 110 Irving St NW Suite C1179, Washington, DC 20010, (3) Georgetown University, 1720 17th St NW, Washington, DC 20009, (4) Lombardi Cancer Control Program, Georgetown University, 2233 Wisconsin Ave NW Suite 440, Washington, DC 20007, (5) School of Public Health & Health Services, George Washington University, 2300 I Street, NW, 202 Ross Hall, Washington, DC 20037

PURPOSE: The intention of this project is to develop a radio-based intervention targeted to Latino residents in the Washington, D.C. area using social marketing as a health communication strategy. The primary aims of this intervention include acting as a cue to action for colorectal cancer screening, increasing perceived benefits and intentions of having a colorectal screening, and increasing the utilization of colorectal cancer screening by Latinos in the greater D.C. area.

METHODOLOGY: Several preliminary focus groups were conducted with both patients and providers at LACRC in which colorectal screening was identified as a top priority and in which common barriers to screening among Hispanic populations were identified. Other techniques used to gather information include chart reviews, key informant interviews, and listening pattern analysis of a Spanish health-related radio program. An effective and culturally appropriate media intervention was designed based on the information gathered and was validated and approved by two focus groups. PSAs and radio novellas will be broadcast for a period of 12 weeks. The effectiveness of the intervention will be monitored using patient interviews and tracking of calls to the Cancer Information Service's Cancer Hotline.

RESULTS AND CONCLUSIONS: Pending current data collection and evaluation. It is expected that this study will show the effectiveness of designed social marketing-oriented messages to affect change in information and service-seeking behaviors and will increase the use of quality cancer prevention services among the Hispanic population in the greater D.C. area.

Learning Objectives: At the conclusion of the session, the participant in this session will be able to

• Apply social marketing techniques to broadcasting of prevention messages
• Create links between radio programs and target communities

Keywords: Cancer Prevention, Social Marketing

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.