239834 Upward flow of cancer screening appeals: Be brief and provide context

Monday, October 31, 2011

Maghboeba Mosavel, PhD , Department of Social and Behavioral Health, School of Medicine, Virginia Commonwealth Universtiy, Richmond, VA
Ellyn Leighton-Herrmann, MA , Department of Social and Behavioral Health, School of Medicine, Virginia Commonwealth University, Richmond, VA
The proposition that adolescent daughters can provide their mothers or female guardian with cancer screening information is based on the assumption that these messages are culturally and normatively acceptable. It is equally important to determine if a screening appeal by the adolescent can be successfully recalled and conveyed to the recipient, the mother.

We conducted an observational study with 30 African-American mother-daughter pairs from low-income neighborhoods. We developed and shared with the daughters a brief screening message that underscored breast and cervical cancer disparities and the importance of early detection. We evaluated the daughters' recall ability immediately following dissemination of the screening information and contrasted this with the information shared with her mother. Furthermore, we evaluated the personalization of the message and the type of appeal used to encourage screening.

The results indicate that the majority of daughters were able to recall the brief and focused information correctly to their mothers. The daughters personalized the message using family specific information and provided screening facts combined with an emotional appeal. The majority of daughters appeared comfortable and motivated sharing the screening information with their mothers. Daughters indicated a strong sense of pride sharing new information; while mothers appeared to find the cancer disparities context meaningful. Finally, results suggest that inserting the context of racial disparities into the message appeal may enhance recall ability and saliency for both daughter and mother about the importance of early detection.

Learning Areas:
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Program planning

Learning Objectives:
1. Identify the important components of an effective daughter-initiated cancer screening appeal. 2. Describe the challenges in daughter-initiated dissemination of cancer screening appeals.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the PI of the mother-daughter study
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.