Abstract 1831: Using narrative to transform cancer communication: Impact of a cervical cancer storyline on primetime television

Abstract

Abstract Epidemiological evidence reveals that Hispanic women lag behind all other ethnic groups in their rate of cervical cancer screening (National Health Interview Survey, 2006). Can stories succeed where more traditional cancer campaigns have faltered? Funding by the National Cancer Institute enabled researchers at Hollywood, Health & Society, the Annenberg School for Communication and Journalism, and the Institute for Prevention Research at the University of Southern California to encourage writers of primetime programming to include accurate information regarding cervical cancer. Purpose of study: This study examined whether a popular Spanish language telenovela could impact Hispanic viewers’ knowledge, attitudes and behavior with respect to cervical cancer screening. Experimental procedures: This was assessed by a quantitative survey of viewers before and after the fictional character of Dora in a Telemundo telenovela, El Clon, had an abnormal pap test. Results: Statistical comparisons between the pretest and posttest surveys revealed that after seeing cervical cancer storyline viewers were 6 times more likely to know that a pap test detects cervical cancer; 4 times more likely to know that pap tests are available for free or at low cost; 80 percent more likely to know pap women should have a pap test at least every 2 years; and 80 percent more likely to intend to have pap in next 2 years. This shift was strongest among viewers who identified with Dora and reported being absorbed or “transported” while viewing. Conclusions: A cervical cancer storyline on a popular telenovela was significantly associated with greater level of knowledge and intention to have pap test in the next 2 years. Implications of these results and the use of entertainment education in cancer communication more generally will be discussed. Citation Format: {Authors}. {Abstract title} [abstract]. In: Proceedings of the 102nd Annual Meeting of the American Association for Cancer Research; 2011 Apr 2-6; Orlando, FL. Philadelphia (PA): AACR; Cancer Res 2011;71(8 Suppl):Abstract nr 1831. doi:10.1158/1538-7445.AM2011-1831