252574 Development of a YouTube Channel to Disseminate Culturally Relevant Cervical Cancer Education Videos to Young Adults in Ghana, West Africa

Wednesday, November 2, 2011

Michelle S. Williams, MPH, CHES , Department of Health Behavior, University of Alabama at Birmingham, Columbia, SC
Cervical cancer is a highly preventable and treatable disease when precancerous and cancerous changes on the cervix are detected early. The reduction in cervical cancer incidence and mortality rates in developing countries has been attributed to the regular use of cervical cancer screening tools. The age standardized cervical cancer mortality rate in Ghana, West Africa is more than three times the global cervical cancer mortality rate (27.6/1000,000 vs 7.8/100,000 respectively). Two forms of cervical cancer screening, the Pap smear and visual inspection, are available throughout Ghana. Less that 4% of Ghanaian women get a cervical cancer screening every 3 years as recommended by the World Health Organization. The lack of accurate knowledge of cervical cancer risk factors, stigmatization, and cultural taboos appear to be major barriers to the use of cervical cancer screenings for some Ghanaian women. The use of social media, such as YouTube, is very common among young adults in Ghana. A YouTube channel was created to disseminate culturally relevant cervical cancer education videos to the target audience with the goal of increasing their awareness about cervical cancer and cervical cancer screenings. This presentation will provide an overview of the development of a multifaceted cervical cancer education intervention that is culturally appropriate for Ghanaian women and men. Examples of educational videos will be presented and the potential impact of using social media to deliver cancer information to young adults in Ghana will be discussed. Lessons learned during the development and implementation of this YouTube channel will be presented.

Learning Areas:
Communication and informatics
Diversity and culture
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Public health or related education
Public health or related research

Learning Objectives:
1) After viewing this presentation, audience members will be able to discuss ways in which social media can be used to deliver cancer information to people in developing countries. 2) After viewing this presentation, audience members will be able to discuss the importance of developing culturally relevant cervical cancer education information for people in Ghana, West Africa

Keywords: Cervical Cancer, Developing Countries

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I conducted all aspects of the research related to this presentation, and I developed the intervention that will be discussed.
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.