Using Print and Radio to Increase Mammography Screening Among African American Women in Georgia: A Pilot Study

Breast cancer is the second leading cause of cancer-related death among women, and evidence suggests that Black women suffer disproportionately from breast cancer mortality. This study is designed to identify ways to improve Black women's knowledge and awareness of low/no-cost breast cancer screening and use of mammograms for the early detection of breast cancer.

The study used Witte's (1995) Persuasive Health Message Framework (PHM) to guide formative research on knowledge, attitudes; and radio perception and use among a sample of Black women. A series of 8 focus groups were conducted, segmented by women's age and screening history. Demographic data and information on radio, television, and print media use was also collected as part of this mixed methods study design.

Focus group findings showed that most participants thought that radio could be an effective tool to disseminate information on breast cancer and mammography screening and that most participants wanted to hear such information from other Black women and/or breast cancer survivors. Study findings are being used to design a culturally-appropriate radio intervention to: (a) increase Black women's knowledge and awareness of breast cancer and low/no-cost screening services, and (b) motivate Black women to get mammograms.

Health communication experts should design and implement interventions that stimulate Black women to participate in CDC's low/no-cost breast cancer screening program, the National Breast and Cervical Cancer Early Detection Program (NBCCEDP). Interventions should be done in the context of cultural norms, education levels of the target population, and use of mass communication channels (i.e. radio).