270555 "Micro-targeting" neighborhoods in New York City: A culturally relevant media and outreach campaign in Southwest Brooklyn

Monday, October 29, 2012

Vivian Huang, MD , Bureau of Epidemiology, New York City Department of Health and Mental Hygiene, Long Island City, NY
Josephine Tsai, MD, MPH, MIH , Bureau of Epidemiology, New York City Department of Health and Mental Hygiene, Long Island City, NY, Afghanistan
Andrea Lyman , Bureau of Epidemiology, New York City Department of Health and Mental Hygiene, Long Island City, NY

Since 2003, NYC Department of Health and Mental Hygiene (DOHMH) colorectal cancer (CRC) screening guidelines recommend colonoscopy (CS) every 10 years for persons aged 50 years or older. Using self-reported data from NYC Health Department's Community Health Survey (CHS), bivariate analysis and GIS mapping were performed to describe CS utilization by country of origin and neighborhood. Populations with low CS utilization were identified. To further the goal of having 80% of indicated persons screened for CRC by 2012, the DOHMH developed community-level culturally-relevant media and outreach campaigns to “micro-target” Chinese and Russian-speakers in southwest Brooklyn.


DOHMH Cancer Control, Communications and Community Affairs staff collaborated with a local advertising agency and with community partners on developing effective advertisements. We solicited expert opinion and input from community-based coalition groups, leaders, health centers, other institutions, the Mayor's Office and the Brooklyn Borough President's Office.


In March 2011, DOHMH launched a “micro-targeting” media campaign. Advertisements were placed in Chinese and Russian newspapers. Posters were displayed in bus shelters in the targeted neighborhoods. Seven presentations on CRC screening were given in Chinese or English by DOHMH public health/preventive medicine (PH/PM) residents to targeted community health centers, community boards, community coalitions, naturally occurring retirement communities and community-based organizations.


Collaboration with advertising professionals and community leaders can inform a culturally relevant media campaign, addressing differences in language and cultural beliefs surrounding prevention and health.. Future data on CS utilization in linguistic- minority neighborhoods will be used to evaluate the neighborhood “microtargeting” media campaign.

Learning Areas:
Planning of health education strategies, interventions, and programs

Learning Objectives:
Identify colonoscopy screening disparities by country of origin and neighborhood Analyze Community Health Survey data to determine colonoscopy screening disparities Design culturally relevant media materials to target Russian and Chinese speaking populations in Southwest Brooklyn

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I was directly involved in creating, designing and implementing the media and outreach campaign in Southwest Brooklyn
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.