271989 Be Brave

Tuesday, October 30, 2012 : 3:12 PM - 3:18 PM

Cynthia Gelb, BSJ , Division of Cancer Prevention and Control, Centers for Disease Control and Prevention, Atlanta, GA
Lindsey Polonec, MA , Division of Cancer Prevention and Control, Centers for Disease Control and Prevention, Atlanta
Jennifer Chu, MPH , Social Marketing, Ogilvy Washington, Washington, DC
Lauren Grella, MA , Social Marketing Group, Ogilvy Washington, Washington, DC
Alexandra Vaughn , 1111 19TH St NW, Ogilvy Washington, Washington DC, DC
Michaela Thayer , 1111 19TH St NW, Ogilvy Washington, Washington DC, DC
Alexandra Hughes, MPS , 1111 19TH St NW, Ogilvy Washington, Washington DC, DC
“Be Brave” – a 60-second TV public service announcement (PSA) – was developed by the Centers for Disease Control and Prevention (CDC) in support of the Inside Knowledge: Get the Facts About Gynecologic Cancer campaign. The campaign raises awareness of the five main types of gynecologic cancer: cervical, ovarian, uterine, vaginal, and vulvar. It encourages women to pay attention to their bodies and know what is normal for them, so they can recognize the warning signs of gynecologic cancers and seek medical care. The campaign's primary target audience is women ages 40-60.

In this PSA, gynecologic cancer survivor Jenny Allen, a mother, writer and performer urges women to see a doctor if they have certain symptoms that last two weeks or longer. She tells a moving personal story about noticing symptoms, being diagnosed with uterine and ovarian cancer, and getting treatment. She urges women, "Be brave. Ask questions."

The CDC's approach to “Be Brave” is rooted in findings from formative research conducted in 2009. The CDC research team conducted this research with women in 7 cities across the United States. In 48 focus groups with 408 women aged 40-60, the CDC explored knowledge, attitudes, beliefs, and behaviors related to gynecologic cancer and tested creative approaches to ensure effectiveness of campaign materials. This research demonstrated that creative approaches using testimonials, woman-to-woman communication, and featuring women of diverse racial and ethnic groups were most appealing to the campaign's target audience. Accordingly, “Be Brave” is a compelling testimonial from a ‘real' gynecologic cancer survivor, and includes straightforward information about the symptoms associated with gynecologic cancer.

“Be Brave” is available in 30- and 60-second lengths, and in English and Spanish. The 60-second PSA is available at http://www.cdc.gov/CDCTV/GYN_BeBrave60/index.html.

Learning Areas:
Administer health education strategies, interventions and programs
Other professions or practice related to public health
Public health or related research

Learning Objectives:
1. Identify symptoms associated with gynecologic cancer. 2. Demonstrate the importance of storytelling in communicating public health messages to women. 3. Develop messaging that incorporates information about several types of cancer into a single communications platform.

Keywords: Cancer Prevention, Women's Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I oversaw the development of “Be Brave” from conception to production and distribution, including working with the CDC to apply research findings to our creative approach. I am also responsible for the ongoing evaluation of “Be Brave” through monthly monitoring of cumulative impressions and ad value.
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.

Back to: 4307.0: US Film Festival Session 3