Using Cultural Small Media Campaign to Increase Screening for Breast and Cervical Cancer among African American Women

This presentation reports on the development, implementation, and evaluation of a culturally targeted small media campaign focused on increasing screening for breast and cervical cancer among African American women in Fulton County, Georgia which encompasses Atlanta. For 2006, Fulton County had an age ajusted mortality rate of 27.4 for breast cancer and 1.8 for cervical cancer per 100,000 women. For African American women in Fulton County the breast cancer mortality rate was 30.4 and 2.8 for cervical cancer. Georgia had a mortality rate of 23.3 for breast cancer and 2.6 for cervical cancer per 100,000 women. African American women that are low income and older are disprportionately impacted by these cancers, as they are less likely to be screened or have acces to health care. The Guide to Community Preventive Services has recommended the use of small media (e.g. brochures, pamphlets) for increasing breast cancer screening; however, the review informing this recommendation relied primarly on studies involving white women in urban settings. This pilot project sought to determine whether similar results would be obtained among African American in low income urban settings. Intervention materials were developed using data from focus groups and Community Health Profiles (CHP) from the Cancer Information Service. Dissemination sites for intervention materials were identified using data from windshield surveys, CHP's and community partnerships. In this presentation, we share lessons learned in the development and implementation of this intervention with African American women and discuss the implications for cancer control efforts in the African American Community.