208976 Three-Pronged Approach to IMPROVING Colorectal Cancer Screening RATES

Sunday, November 8, 2009

Charlyn Wilson, RN , Legacy Cancer Services, Portland, OR
Patricia Schoonmaker, MPH , Oregon Partnership for Cancer Control, Portland, OR
Mike Lukens , Colorectal Health Task Force, Oregon Partnership for Cancer Control, Portland, OR
Alissa Green, MPH , School of Community Health, Portland State University, Portland, OR
Purpose: The Oregon Partnership for Cancer Control (OPCC) was formed to create a coordinated approach to cancer control. More than 100 organizations work together to implement strategies in the Oregon Comprehensive Cancer Plan, launched in 2005. The Colorectal Health Task Force is a subcommittee of OPCC. The purpose of the task force, and the #1 priority of OPCC, is to promote screening for colorectal cancer, aiming to reduce colorectal cancer incidence and mortality in OR.

Design and Methods: OPCC requested and received supplemental funding from the CDC to develop a multi-dimensional project to promote awareness and increase colorectal cancer screening. The three-pronged approach involves contracts for: 1) earned media, 2) public and health care provider education and community mobilization summits. The emphasis is to implement projects to reach rural areas, key stakeholders representing the cancer continuum, and priority populations.

Conclusions: These projects provide ideal opportunities to further the goals of the Comprehensive Cancer Plan to: build on and strengthen existing activities and relationships; engage new partners in meaningful ways in their own communities; enhance OPCC's visibility; promote state and local leadership; address key issues in the cancer care continuum; and host the first Call to Action Summit.

Results: In Year 01 and 02, the education projects have successfully established contact and activity in more than 25 cities and towns and priority populations in Oregon. Results include more than 15 newspaper articles, television and radio coverage, use of the Super Colon, the first local summit, and provider and community contacts.

Learning Objectives:
Describe the colorectal cancer prevalence, incidence and screening rates among Oregonians Identify how collaboration and partnership contribute to successful cancer prevention and control efforts Identify ways to promote colorectal cancer screening through a multi-dimensional approach

Keywords: Cancer, Public Health Education and Health Promotion

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: past and present experience/expertise in planning, coordinating or organizing educational activities
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.