142nd APHA Annual Meeting and Exposition

Annual Meeting Recordings are now available for purchase

It's My Time: A theory-based communication campaign for Cervical Cancer-Free South Carolina

142nd APHA Annual Meeting and Exposition (November 15 - November 19, 2014): http://www.apha.org/events-and-meetings/annual
Monday, November 17, 2014 : 11:30 AM - 12:00 PM

Beth Sundstrom, Ph.D., M.P.H. , Department of Communication, College of Charleston, Charleston, SC
Jennifer Young Pierce, MD, MPH , Obstetrics and Gynecology, Gynecologic Oncology Division, Medical University of South Carolina, Charleston, SC
Heather M. Brandt, PhD, CHES , Cancer Prevention and Control Program, University of South Carolina, Columbia, SC
Through an innovative academic/community partnership, researchers and students at the College of Charleston partnered with Cervical Cancer-Free South Carolina (CCFSC) to design and pilot a new theory-based communication campaign: It’s My Time. The goal of the campaign is to decrease rates of cervical cancer by increasing awareness and access to (1) human papillomavirus (HPV) vaccination, (2) appropriate screening, and (3) treatment among young women. The campaign included new media, public relations, and an awareness event to reach young women. The campaign’s innovative multi-media materials included the hashtag #MyTime on social media sites, including Facebook, Twitter, and a Vine video contest. To enter the Vine contest, participants submitted six-second videos that finished the sentence: “I received the HPV vaccine so that I have time to...” Videos were judged based on originality, creativity, and consistency with the campaign’s ideals and the grand prize was a 16GB iPod Nano engraved with the campaign slogan. In addition, an infographic was created to raise awareness of cervical cancer and HPV prevention facts. The infographic was designed to be socially shareable online and was distributed on all social media outlets. Bridging the gap between traditional and online media, the campaign partnered with local businesses to display vinyl stickers featuring a QR Code linking users to the CCFSC Twitter account.

Learning Areas:

Implementation of health education strategies, interventions and programs

Learning Objectives:
Describe how multi-media materials were created for young women to promote HPV vaccination and cervical cancer screening and treatment.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to be an abstract Author on the content I am responsible for because I am an Assistant Professor of Strategic Health Communication with published work in this area.
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.