253365 A Multifacted Internet Based Cervical Cancer Education Intervention for Young Adults in Ghana, West Africa

Monday, October 31, 2011

Michelle S. Williams, MPH, CHES , Department of Health Behavior, University of Alabama at Birmingham, Columbia, SC
The cervical cancer incidence and mortality rates in Ghana, West Africa are more than twice the global cervical cancer incidence and mortality rates. Cervical cancer screening is widely available in Ghana, yet less than 4% of Ghanaian women obtain a cervical cancer screening during their lifetime. Studies have revealed that awareness of cervical cancer and HPV is extremely in Ghana. Cervical cancer information designed specifically for Ghanaians is currently not available. The purpose of this study was to develop a culturally relevant cervical cancer education intervention targeting young adults in Ghana. Semi-structured interviews (N=220) were conducted to assess Ghanaian women's knowledge and beliefs about cervical cancer and to identify their perceived barriers to screening. Eleven focus groups were conducted with Ghanaian women and men to collect in-depth information about cultural norms that may impact Ghanaian women's cervical cancer screening behaviors and to determine the most appropriate vehicle for delivering cancer information. Analysis of the qualitative data revealed the cultural traditions, normative beliefs, and subjective norms that impact cervical cancer screening behaviors. A multifaceted intervention was developed based on the data that was collected. The components of the intervention include a website, a PowerPoint presentation and presentation manual for community health educators, posters, factsheets, a Youtube channel, and a Facebook page. The design of the intervention was based on Airhihenbuwa's PEN-3 model and Fishbein and Ajzen's Theory of Reasoned Action. This presentation will demonstrate the components of the intervention and highlight the lessons learned during the development of the intervention.

Learning Areas:
Assessment of individual and community needs for health education
Diversity and culture
Planning of health education strategies, interventions, and programs
Public health or related education

Learning Objectives:
1) Identify cultural beliefs that impact some Ghanaian women’s cervical cancer screening behaviors. 2) Discuss how to develop a culturally relevant health education intervention for Ghanaian women and men.

Keywords: Cervical Cancer, Intervention

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I designed and conducted the research project being discussed in this presentation.
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.