271994 My Story

Tuesday, October 30, 2012 : 3:24 PM - 3:30 PM

Cynthia Gelb , 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 , 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
“My Story” – 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.

In this 60-second PSA, one woman describes symptoms, seeking medical care, and being diagnosed with and treated for a gynecologic cancer. She urges women to listen to their bodies, and if something doesn't feel right for two weeks or longer, to see a doctor. Getting the 'inside knowledge' about gynecologic cancer, she says, can make all the difference in the world.

The CDC's approach to “My Story” 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, they explored knowledge, attitudes, beliefs, and behaviors related to gynecologic cancer and tested creative approaches to ensure effectiveness of campaign materials. When shown creative concepts for TV PSAs, participants expressed a preference for seeing ‘real' women of various ages, races, and ethnicities with whom they could identify, especially women who had survived or had a personal connection to gynecologic cancer. The CDC applied these findings when developing the concept for “My Story,” which uses a compelling testimonial from a gynecologic cancer survivor to provide straightforward information about the symptoms associated with gynecologic cancer.

“My Story” 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_MyStory/.

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

Learning Objectives:
1. List warning signs and 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 “My Story” 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 “My Story” through monthly monitoring of the PSA’s 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.

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