272101 It's time

Tuesday, October 30, 2012 : 3:48 PM - 3:54 PM

Sheila Murphy, PhD , Annenberg School of Communication, University of Southern California, Los Angeles, CA
Lourdes Baezconde-Garbanati, PhD, MPH , Department of Preventive Medicine, Institute for Health Promotion & Disease Prevention Research, University of Southern California, Los Angeles, CA
Produced as part of an innovative collaboration between researchers from University of Southern California's Annenberg School for Communication and Journalism, Keck School of Medicine-Department of Preventive Medicine, and School of Cinematic Arts, the film uses a fact based health information format to convey cervical cancer-related knowledge, attitudes and prevention behavior. Feedback from the intended audience was taken into account through intensive focus groups before and after the film was made. The final production is currently being tested among 500 women, focusing on Mexican American, African American, Korean American and European American populations in the Los Angeles area. The film features women from relevant target groups as well as professional MDs and health experts all of whom provide information on prevention of cervical cancer through regular Pap test and HPV vaccinations. Cervical cancer incidence for specific ethnic groups and 18 cancer specific facts endorsed by the National Cancer Institute are discussed by MDs from the Keck School of Medicine of USC, Kaiser Permanente, Los Angeles County Hospital and health experts from various institutions (including lay health care workers from the Latino community- Promotores de Salud). The information depicted focuses on the importance of regular Pap tests, the procedure for Pap tests, a demonstration of how cervical cells are analyzed in the lab, and the availability of free Pap tests. Women share real their life experiences and how they overcome knowledge and attitudinal barriers to get screened. The role of the HPV vaccine in preventing cervical cancer and the appropriate age recommendations are also highlighted.

Learning Areas:
Diversity and culture
Protection of the public in relation to communicable diseases including prevention or control
Public health or related education

Learning Objectives:
By the end of the session, participants will be able to discuss how to creatively and effectively present complex information related to disease incidence and prevention (cervical cancer). By the end of the session, participants will be able to describe in what ways films can be used for conveying life saving health messages to ethnically diverse audiences.

Keywords: Cancer Prevention, Media Campaigns

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been the principal or co-principal of multiple federally funded grants focusing on cervical cancer prevention behavior, use of narratives & films in health communication and ethnic differences in health related behavior and decision making. Among my scientific interests has been the development of strategies for innovative health communication campaign methods to produce stronger behavioral impact.
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