203910 Using Print and Radio to Increase Mammography Screening Among African American Women in Georgia: A Pilot Study

Monday, November 9, 2009: 3:00 PM

Kymber N. Williams, MA , National Center for Chronic Disease Prevention and Health Promotion, Centers for Disease Control and Prevention, Atlanta, GA
Ingrid Hall, PhD , Division of Cancer Prevention and Control, CDC, Chamblee, GA
C. Ashani Johnson-Turbes, PhD , Macro International Inc., Atlanta, GA
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).

Learning Objectives:
The learning objectives for the presentation are (1) To increase awareness of CDCís National Breast and Cervical Cancer Early Detection Program (NBCCEDP) and its services; (2) To identify at least one culturally appropriate method in conducting health communication research tailored for the African American community; and (3) To gain skills in designing and conducting a culturally appropriate, health communication intervention.

Keywords: Cancer Prevention, Health Communications

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am a nearly 20 year employee of the Centers for Disease Control and Prevention (CDC) and an expert in activities, programs and campaigns using health communication, health education, health promotion, health marketing and health behavior.
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.