Session

Culturally Tailored Health Communication Strategies and Trusted Messengers to Advance Health Equity (organized by HCWG)

SriVani Ganti, 8202 Timeless Ct, Fulton, MD 20759-2223

APHA 2025 Annual Meeting and Expo

Abstract

Community-informed health communication strategies to address multimorbidity among Black Los Angeles residents: Findings from the M.O.S.A.I.C. Initiative

Kyeongwon Kim, MHS, MS1, Angela Gutierrez, PhD, MPH2, Anna Lucas-Wright3, Bo-Kyung Kim, PhD, MSW1, Sonya L. Brooks1 and Courtney Thomas Tobin, PhD1
(1)UCLA Fielding School of Public Health, Los Angeles, CA, (2)Western University of Health Sciences, Pomona, CA, (3)South Central Prevention Coalition, Los Angeles, CA

APHA 2025 Annual Meeting and Expo

The M.O.S.A.I.C. (Multimorbidity Outcomes & Solutions for African/Black Americans in California) Initiative is a community-engaged research collaborative focused on addressing multimorbidity in Black communities. A core objectives is developing effective health communication strategies that translate research into real-world impact. Despite continued efforts to reduce inequities among Black Americans, there remains a pressing need for culturally-relevant strategies to communicate and disseminate information about multimorbidity (i.e., presence of 2+ chronic conditions). This study aimed to identify best practices in health communication for Black Los Angeles residents. Data were gathered through a consensus-building session with structured group discussions and a post-session survey of a Community Advisory Board (CAB) composed of healthcare providers, organizational leaders, and community stakeholders with 20+ years of community health experience. Several effective health communication strategies emerged: (1) culturally-framed health information tailored to Black Los Angeles residents, (2) storytelling and narrative-based content that reflects the community, and (3) the use of visuals and music. CAB members also recommended age-tailored dissemination methods: (1) social media and podcasts for young adults (18-29) and early midlife adults (30-44), and (2) printed materials and in-person education for older adults (45+). These best practices will guide the M.O.S.A.I.C. Initiative’s ongoing work to develop tailored, community-driven health communication strategies for Black Californians. By aligning communication approaches with cultural context and age-specific needs, these findings lay the foundation for effective and culturally-relevant interventions to address multimorbidity and advance health equity for all Black Americans.

Advocacy for health and health education Assessment of individual and community needs for health education Chronic disease management and prevention Communication and informatics Diversity and culture Planning of health education strategies, interventions, and programs

Abstract

Maternal voices in times of change: Centering motherhood discourses to inform tailored postpartum depression interventions

Mercedes Bertero, Carmen Gonzalez, PhD, Dionna Taylor, Eli Wilson, MA, Amanda Friz, Ph.D., Julia Simoes, MA and Tiana Case, MA
University of Washington, Seattle, WA

APHA 2025 Annual Meeting and Expo

Background: The COVID-19 pandemic created unprecedented challenges for new mothers. Although postpartum depression (PPD) affects 13-19% of U.S. mothers typically, crisis events can increase prevalence and severity. This study examined the compounded impact of a global pandemic on mothers experiencing PPD and presents findings from a mixed-methods survey where new mothers detail their experiences and challenges during this unique period of adversity. We present an application of the Integrative Model of Behavioral Prediction to examine the open-ended survey responses written by new mothers to gain better insights into how to support maternal mental health during high-stress life events.

Methods: We analyzed responses written in July-August 2020 from 317 mothers who met PPD criteria on the Edinburgh Postnatal Depression Scale. These mothers provided 452 written responses to questions about pandemic-related challenges. Using Braun and Clarke's thematic analysis framework, responses were coded iteratively, yielding three distinct themes related to PPD during the pandemic.

Results: Analysis revealed: "Experiencing Fear" (concerns about illness and child development); "Isolation" (emotional loneliness and physical separation); and "Lack of Resource Support" (financial constraints, insufficient social support, absence of joy). Fear influenced attitudes toward seeking support, isolation altered perceptions of normal support-seeking behaviors, and resource limitations restricted mothers' ability to access mental health services.

Conclusion: Findings suggest effective interventions must address both individual needs and systemic barriers to care. By centering mothers’ written discourses and addressing environmental factors identified through the IMBP framework, interventions can better support maternal mental health during both crisis and non-crisis periods.

Communication and informatics Public health or related research Social and behavioral sciences

Abstract

Bridging trust and access: Healthcare providers as catalysts for clinical trial inclusion

Kim Baich, Miriam Million, MPH and Kristina Wint, MPH
PAN Foundation, Washington, DC

APHA 2025 Annual Meeting and Expo

Background: The PAN Foundation is dedicated to accelerating access to treatment and empowering patients on their healthcare journey, including the option of clinical trials. This survey is part of PAN’s Center for Patient Research, which provides insights into the challenges patients face in accessing affordable, equitable healthcare.

Objective: This study explores awareness, perceptions, knowledge, and interest in clinical trials It also examines trusted sources of information, with a particular emphasis on healthcare provider communication, and identifies barriers and motivators for participation.

Study Design and Analysis: A survey was conducted with over 4,400 participants from various demographic backgrounds. Data were weighted to be representative and projectable to these groups.

Population Studied: Participants included individuals from racial/ethnic groups (Black, Asian, Hispanic, Native Hawaiian/Pacific Islander, American Indian/Alaska Native) and sexual orientation groups (LGBTQIA+ and non-LGBTQIA+).

Instrument: A structured survey assessed participants’ awareness and perceptions of clinical trials, their communication with healthcare providers, and factors influencing participation.

Results: While interest in clinical trials is high (65% of LGBTQIA+ and 58% of people of color), many have not been approached by healthcare providers about participation. Only 22% of people of color and 20% of LGBTQIA+ individuals reported discussing clinical trials with their providers. Provider communication emerged as a key motivator for participation, with 71% of respondents indicating they would consider joining a trial if encouraged by their healthcare provider.

Communication and informatics Diversity and culture Other professions or practice related to public health Program planning Public health or related research

Abstract

Bridging the Gap: Development of A Culturally Tailored Telephone Intervention to Address Barriers to Breast Cancer Screening for African American Women

Natalia Williams, MPH, CHES1, Shanice Johnson, MPH, CHES2, Carol Camper, MPH, CHES2, Andrea Berry, MPH, CHES, CHW2, Logan Thornton, DrPH, MPH, CHES1, Kathleen Hanley, Doctor of Public Health (DrPH), CHES2, Tong Han Chung, MPH, PhD3 and Yen-Chi Le, PhD3
(1)The University of Texas Health Science Center at Houston (UTHealth) John P. and Kathrine G. McGovern Medical School, Houston, TX, (2)University of Texas Health Science Center Houston, Houston, TX, (3)McGovern Medical School, The University of Texas Health Science Center at Houston, Houston, TX

APHA 2025 Annual Meeting and Expo

Background: African American women experience higher breast cancer mortality rates. Barriers, such as limited healthcare access, non-medical drivers of health (NMDOH), and medical mistrust, contribute to delayed screening and diagnosis. Evidence shows that one-on-one health education and counseling can be effective in promoting completion of breast cancer screening (BCS).

Methods: Utilizing evidence-based practices from the literature, we adapted a telephone intervention designed to increase BCS among African American women overdue for annual screening. The script provides culturally tailored health education, assesses readiness to schedule and complete BCS, addresses 40 common barriers to screening, and connects participants to a resource directory of BCS facilities and support addressing NMDOH. The script was also reviewed by health communications experts who provided feedback on the message framing.

Results: Two rounds of cognitive interviews were completed with 14 total participants. Participants responded to risk and prevalence statements, health education and barriers and responses, and shared methods to ensure the material accurately reflects their community’s needs. Specific messaging around risk, education on additional imaging, and responses to common barriers were modified based on participant feedback.

Conclusion: Initial testing suggests that a culturally tailored telephone script is necessary and can serve as a promising tool to increase BCS among African American women due for annual screening. Coupling tailored individualized health education counseling with assessment and connection to resources can improve adoption of recommended BCS and reduce medical mistrust and fear. This practice of tailoring and testing among target populations can inform future interventions with other groups.

Assessment of individual and community needs for health education Communication and informatics Diversity and culture Planning of health education strategies, interventions, and programs

Abstract

Advancing Chronic Disease Prevention and Management: A Grassroots Trusted Messenger Campaign

Omar Escontrias, DrPH, MPH, Jennifer Schleman, MPS, APR, Indu Bulbul Berman, MPH, MBA and Karen Mancera Cuevas, DrPH, MS, MPH, CHES
National Health Council, Washington, DC

APHA 2025 Annual Meeting and Expo

Purpose: The National Health Council (NHC) elevates the voice of patients, caregivers and their families through its unique approaches and innovation in patient centricity, engagement, education, and messaging. Aligning with national chronic disease priorities, in February 2025, the NHC launched a Trusted Messenger campaign to boost public health communication on health disparities reduction, and chronic disease prevention and management. Methods: From October-December 2024, the NHC recruited six diverse national grassroots leaders with expertise in the areas of obesity, diabetes, and heart disease to develop and deliver messages on chronic disease prevention and management. The campaign, Advancing Advocacy for Chronic Disease Prevention and Management, debuted in February 2025 through digital media, such as Connected TV, YouTube, and LinkedIn. The video series was promoted nationwide, targeting specific vulnerable populations based on publicly available demographic data (southeastern U.S., tribal nations, etc.). The campaign actively promoted the content in communities with lower household income and higher prevalence of chronic diseases, as well as tribal communities and opinion leaders in the Washington, DC area. Results: As of March 14, 2025, the campaign reached 14.6M total impressions, 7.5M video completions, and 4,418 clicks to content, with this highest engagement in Oklahoma (1.1M), Alabama (332K), and South Carolina (325K). Additional campaign evaluation is underway. Implications/Conclusions: The Trusted Messenger campaign model raises the profile and enhances the reputation of patient advocates in all they do – from support and education on chronic diseases to advocacy at the local, state and federal levels – as trusted health information sources.

Advocacy for health and health education Chronic disease management and prevention Communication and informatics Diversity and culture