189084 Social marketing and community mobilization for the prevention and early detection of oral cancer in Florida

Wednesday, October 29, 2008: 11:10 AM

Scott L. Tomar, DMD, DrPH , Department of Community Dentistry and Behavioral Science, University of Florida College of Dentistry, Gainesville, FL
Jennifer M. Watson, PhD , Department of Community Dentistry and Behavioral Science, University of Florida College of Dentistry, Gainesville, FL
Astrid Thompson, DDS, MSHA , Department of Community Dentistry and Behavioral Science, University of Florida College of Dentistry, Gainesville, FL
Henrietta L. Logan, PhD , Department of Community Dentistry and Behavioral Science, University of Florida College of Dentistry, Gainesville, FL
Virginia J. Dodd, PhD, MPH , Department of Health Education & Behavior, University of Florida, Gainesville, FL
Youjin Choi, PhD , Department of Public Relations, University of Florida College of Journalism and Communications, Gainesville, FL
     
Background: Florida has a high incidence of oral and pharyngeal cancer (OPC), relatively few cases detected at early stages, and significant racial disparities in survival that could be reduced through earlier detection. We conducted a social marketing campaign in the African American community in Jacksonville to increase OPC awareness and promote earlier detection.

Methods: We conducted focus groups with African American men age 35+ to gain insight on OPC attitudes and expectations, developed pamphlets and scripts for radio public service announcements, and conducted another series of focus groups with African American adults and dentists in the target area. Based on feedback, scripts and brochures were modified. A professional advertising agency produced the outdoor advertising, print materials, and radio spots. Materials were widely disseminated and free OPC exams were offered. Baseline and 9-month follow-up telephone surveys were conducted in Jacksonville and Tampa (comparison community).

Results: Jacksonville residents showed a significant increase in recognition of the campaign (p <.001), awareness of the oral cancer exam (p=.003), and interest in getting an exam (p<.001) while no significant changes in those topics were found for the comparison city. African Americans were significantly more likely than whites to demonstrate increases in awareness of the campaign (OR=2.71, p<.001), oral cancer awareness (OR=6.43, p=.02), and interest in receiving an oral cancer exam (T=-4.89, P<.001). Conclusions: Theory-based, tailored messages in a mass media and community-based campaign were able to increase awareness and interest in receiving OPC exams among African Americans in Florida.

Support: NIH R21DE14416, R01DE16226

Learning Objectives:
1. Describe the steps involved in developing a social marketing campaign for oral cancer. 2. Understand several approaches to evaluating the effectiveness of a social marketing campaign.

Keywords: Cancer Screening, Oral Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have directed the research project being presented, have published a number of scientific papers on the subject, and have appropriate academic credentials to competently describe our findings.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

See more of: Oral Health Communications for Behavior and Social Change
See more of: Oral Health