Multimedia platforms: Exploring their use, access, and preference for cancer prevention and early detection messaging in hispanic communities

The increasing availability and use of mobile and Internet technology, and the surge in social media applications, requires an examination and identification of new multimedia platforms of use in the dissemination of cancer prevention and early detection messages in Hispanic communities. While traditional community outreach and education strategies have proven effective in the delivery of these messages and prevention efforts, the National Alliance for Hispanic Health (the Alliance) conducted six community panel discussions in three Hispanic communities around the United States to identify which platforms (audiovisual books, booklets, postcards, text messaging, email, Internet Web sites, and various types of social media, such as Facebook) are the most accessible, easy to use, and preferred overall to receive English and Spanish-language messages on the prevention, early detection, and survivorship of cervical, ovarian, and skin cancers. Seventy-two Hispanics participated in the discussions about each communication method including access, usefulness, and cultural relevance. Each participant completed a demographic profile and questionnaire about each communication method. Overall, most participants preferred a combination of outreach methods over any one method in particular. When asked to rate which method they preferred, the two most common were written materials and the Internet. In reference to both access and ease of use, the top three modalities were TV/radio (95%), followed by reading materials (93%), and the Internet (89%). Other technologies did not rate as high (email, text messaging, and Facebook).