Preventing Cancer in Primetime: Using Entertainment Programming to Reach Underserved and Less Acculturated Audiences

Objective: This study examines the potential for an entertainment program to impact cancer-related knowledge and behavior in at risk Hispanic populations. Additionally, this study sought to uncover which theoretical construct — involvement with a specific character or involvement with the narrative more generally (Green and Brock's transportation) — best predicted impact. Methods: Using a cross-sectional pretest/posttest survey design, we measured the impact of a cervical cancer storyline on 149 viewers of El Clon, a popular Spanish language telenovela that aired in Summer 2010. The fictional character of Dora, a woman in her late 40s, experiences worrisome symptoms including pain and irregular vaginal bleeding. As the story unfolds viewers were exposed to a number of key messages related to cervical cancer and the importance of screening. Results: Pretest/posttest comparisons revealed significant gains in both cervical cancer-related knowledge and behavior. The best predictor of increased knowledge and behavior (interpersonal discussion, information seeking, planning to have a pap test) was feeling “transported” or highly involved with the narrative. Identifying with Dora (measured by liking, similarity and “knowing” the character) predicted more interpersonal discussion and information seeking. Importantly, less acculturated viewers who are at higher risk for cervical cancer were more likely to identify with Dora. Conclusions: Although further research is needed to generalize to other underserved populations, these findings encourage the use of popular entertainment media to provide Latina audiences with vital cancer prevention information.