North Carolina Trimming Risk in Men (TRIM) Project: Formative research to assess the potential for promoting cancer prevention in Black barbershops

Barbershops represent a promising setting for addressing cancer disparities and promoting cancer prevention among Black men. The Trimming Risk in Men (TRIM) Project is a two-year pilot study to assess the feasibility of training barbers as peer educators to promote informed decision making among Black men about colorectal and prostate cancer screening. This presentation describes formative research results following a community-based participatory research approach and the National Cancer Institute's Stages of Health Communication's process. We conducted interviews with barbershop owners and barbers (n=24), observations in barbershops (n=8), a survey among barbershop customers (n=20), and evaluations of two pilot training workshops for barbers. Results indicate that Black barbershops are relatively stable and busy small businesses with a loyal customer base. Participating shops have been in business an average of 10 years and have an average of 50 customers on busy days. Participating barbers reported an average of 65 regular customers. Customers try to see the same barber every visit (85%), have been going to the same shop for an average of 10 years, and visit the shop once every 3 weeks or more (80%). Health-related conversations in shops are not common, but barbers report high comfort levels discussing health topics with customers. Pilot barber training workshops produced desired changes in participant knowledge and self-efficacy to deliver cancer prevention messages. Barbershops have high potential for reaching large numbers of Black men with vital information to help them make informed decisions about prostate and colorectal cancer screening to reduce their risks for cancer.