259283 What's the Big Deal? Bringing Colorectal Cancer Screening Messages Closer to Home

Tuesday, October 30, 2012 : 11:06 AM - 11:12 AM

Melany Cueva, RN, EdD , Community Health Aide Program, Alaska Native Tribal Health Consortium, Anchorage, AK
Jozieta Slatton, MBA , Screening for Life Program, Arctic Slope Native Association, Barrow, AK
Janice Swier , Cancer Prevention, Southcentral Foundation, Anchorage, AK
Kate Landis , Southcentral Foundation, Anchorage, AK
What's the Big Deal?, an engaging 25-minute telenovella style movie was developed with and for Alaska Native people to disseminate colorectal cancer (CRC) screening information and model ways to more comfortably talk about CRC screening.

Alaska Native people have nearly twice the colorectal cancer mortality rate and incidence rate as US Whites. Colorectal cancer is the second leading cause of cancer death for Alaska Native people, yet it can be detected through colonoscopy screening and even prevented by finding and removing colon polyps before they become cancer.

To empower people to move beyond their common barriers to receiving recommended colorectal exams, seven 3-5 minute telenovellas were developed. Each movie section serves to increase colorectal cancer screening awareness, to support every day conversations about colorectal screening, and encourage wellness choices that include colonoscopy screening. Common barriers addressed within the telenovellas include lack of awareness and accurate information, as well as anxiety about the prep, embarrassment about the procedure, fear of pain, and fear of screening results.

Role modeled within the movie are family and friends discussing screening while engaged in common activities such as eating together, celebrating a birthday, shooting hoops, and playing cards. The telenovellas incorporate Alaska Native peoples' cultural values of the importance of family, community, storytelling, and humor to share colorectal cancer screening information.

Learning Areas:
Advocacy for health and health education
Communication and informatics
Conduct evaluation related to programs, research, and other areas of practice
Diversity and culture
Public health or related education
Social and behavioral sciences

Learning Objectives:
Demonstrate how a telenovella style movie can be used as an innovative, engaging way to support CRC health messaging

Keywords: Cancer Screening, Alaska Natives

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been the program director of federally funded colorectal, breast and cervical cancer screening grants focusing on reaching under-served populations in rural Alaska. I have been responsible in acquiring the resources needed to adapt the original reader's theater script into the movie that it is today. I have been involved in the making of this movie and responsible for engaging the community to participate in the movie evaluation.
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.

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