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

Abstract #114762

Wornie Reed, PhD, Africana Studies, University of Tennessee, 1115 Volunteer Blvd, 1206 McClung Tower, Knoxville, TN 37996, 865-974-6957, wreed5@utk.edu, K. Colby, BA, Public Health Television, 258 Moorewood Ave, Avon Lake, OH 44108, and Ronnie Dunn, Department of Urban Studies, Cleveland State University, 121 Euclid Avenue, Cleveland, OH 44115.

This is a proposal for a symposium presentation to describe the development and testing of a video-based approach to addressing low-income African American cancer disparities. The symposium includes three presentations (as listed below) and a 5-10 video clip example of the work described in the presentations. However, if a symposium is not feasible I would like to make one presentation summarizing the work. The Urban Cancer Project was a four-year National Cancer Institute-funded collaboration between social scientists, a comprehensive cancer center, and a video-production company. We conducted 44 focus group sessions with low-income community residents to better understand barriers that discourage low-income African Americans from getting screened for cancer, adhering to treatment, or participating in clinical trials. This intense research yielded an understanding of barriers that keep some low-income African Americans from seeking medical care and adhering to treatment. Transcripts of these sessions were analyzed to produce culturally relevant cancer prevention/intervention video messages, which then aired on local television. From this focus group data we also produced a video for cultural competency training of physicians who treat cancer, and another video for African American patients, their families and community to help them better understand the importance of cancer research and clinical trials. Results: Each set of videos was tested and shown to be effective in influencing behavior as well as attitudes. We won two Regional Emmys for the television messages, which resulted in increased requests from screening at selected neighborhood health centers. In a test of the cultural competency training video, 80 percent of cancer physicians seeing the video rated it as useful or very useful for their practice. In a quasi-experimental test of the clinical trials video, the video along with a presentation by a cancer specialist caused a 19.3 percent post-test increase in individuals expressing a willingness to participate in clinical trials compared to a 4.1 per cent post-test increase by those just hearing the cancer specialist. In an experimental clinical test with actual African American cancer patients, the video influenced the decisions of a majority of patients who decided to participate in clinical trials. We are currently using the same approach in developing videos aimed at low-income Hispanics.

Learning Objectives:

• Recognize the role of cultural communication in the patient-physician encounter.
• Understand the role of medical myths among African American patients
• Develop methods of improving African American patients' adherence to medical regimen through culturally specific communication

Keywords: Medical Care, Health Disparities

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 commertial supporters WITH THE EXCEPTION OF he videos discussed in this presentation are owned by Public Health Television, Inc.. Kay Colby is president. I am a collaborator and consultant to Public Health Television. .

Recorded presentation