Community trends in reaching African American women with breast cancer messages

Timely mammogram screenings could prevent 15 to 30 percent of all deaths from breast cancer in women over age 40. Cancer mortality rates are nearly 50% higher among urban African American women than rural white women. Women living in Georgia's urban counties are at a greater risk of developing breast cancer than are women living in rural counties. We designed a program specifically targeting urban African American women living in zip codes designated as high morbidity and mortality related to breast cancer in the metropolitan Atlanta area to determine their participation in cancer screenings. The purpose of this paper is to summarize recent qualitative data associated with women who indicated they received a mammogram in the past year. The ultimate goal was to document community trends that describe health seeking behaviors for African American women. Three research questions guided the investigation 1) What practices and experiences guide AA women in their decision making to seek mammography screening? 2) Do participants know where to go to get a mammogram as a result of program and public awareness? and 3) What trends are associated with women receiving mammograms in their respective communities? 4) Are breast cancer awareness materials meeting the needs of AA women in their community? Preliminary findings from the study show that breast health messages are reaching African American women. However barriers, such as receptivity, skepticism, and literacy level still obstruct and delay participation in cancer screenings.