Muslim Americans Reaching for Health and Building Alliances (MARHABA): Development of a tailored health campaign to increase breast and cervical cancer screening among Muslim women in in New York City
Methods: Using findings from key informants (n=12) and in-depth interviews with Muslim women (n=98), a series of message concepts and storyboards were developed. Four focus groups were conducted with diverse Muslim women in NYC (n=37) to assess the acceptability and understandability of various messages regarding breast and cervical cancer. Analysis of data from focus group transcriptions utilized the techniques of narrative analysis and constant comparison analytic approach.
Results: All women agreed that culturally congruent messaging was more likely to motivate them to get screened, and most women preferred messaging and imagery that highlighted the benefits of screening (gain frame) rather than messaging using a loss frame. However, there were differences in messaging and delivery by ethnic group. For instance, Arabic women preferred messaging and imagery highlighting the role of women as a mother while South Asian women preferred highlighting a survivor from the community for the health campaign.
Conclusions: Study findings will offer an evidence-based message that can be subsequently evaluated at the population-level to reduce cancer disparities in this community.
Learning Areas:Communication and informatics
Diversity and culture
Evaluate the acceptability of a tailored health campaign to increase breast and cervical cancer screening among Muslim women in New York City
Keyword(s): Cancer Prevention and Screening, Cancer and Women’s Health
Qualified on the content I am responsible for because: I have been the Coordinator of the MARHABA project for the past two years. Breast and cervical cancer among Muslim women is also the topic of my dissertation.
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.