261340 Creating health education materials to improve colorectal cancer screening among American Indians

Monday, October 29, 2012

Fernando Martinez , School of Nursing, University of California, Los Angeles, Los Angeles, CA
Felicia Schanche Hodge, DrPH , School of Nursing, University of California, Los Angeles, Los Angeles, CA
Tracy Line Itty, MPH , School of Nursing, University of California, Los Angeles, Los Angeles, CA
Despite a decline in Colorectal Cancer (CRC) mortality rates among the general population over the past two decades, American Indians and Alaska Natives (AI/ANs) continue to report high mortality rates, which have shown little to no change over time. This paper reports on the development of culturally appropriate colorectal cancer screening educational materials for American Indian adults over age 50 in California. An explanatory model to guide a CRC screening education media campaign was developed from survey and focus group data collected at three American Indian communities (n=29) throughout California. Project data was analyzed using Chi Square, Fisher's Exact Test and thematic analysis. Findings report low perceived susceptibility to CRC resulting from low levels of knowledge and perceived harm and competing threats to daily living requirements. Cultural influences on screening behavior that were observed included present and past temporal orientation, inaccurate etiological beliefs concerning CRC, and an unwillingness to openly discuss illness or prevention. CRC screening strategies and other health messaging materials targeting AI/ANs and other underserved populations must take into account culture, as well as the various health and social demographic characteristics of the target population, in order to make the educational information appealing and accessible.

Learning Areas:
Administer health education strategies, interventions and programs
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 barriers to colorectal cancer screening among the American Indian population. 2. Describe the importance of developing health education materials to meet the informational and cultural needs of underserved populations.

Keywords: American Indians, Media Campaigns

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been a Research Associate and Project Director for grants focusing on American Indian and indigenous peoples' health care needs, including a study on colorectal cancer screening education.
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.