Abstract A075: Using social marketing principles to address lung cancer screening among Chinese Americans

Abstract

Abstract Background: Lung cancer is the second and fourth most common cancer diagnosed among Chinese American men and women respectively. Screening can detect lung cancer in its early, most treatable stages. In 2022, the US Preventive Services Task Force (USPSTF) expanded their annual lung cancer eligibility criteria. Despite the disproportionately high rates of lung cancer among Chinese Americans, prior research suggest that screening rates in Chinese Americans remain low due to complex and systemic barriers. Objective: We seek to describe the development of a culturally and linguistically relevant project to provide education and outreach on lung cancer screening for Chinese Americans. Methods: The project was guided by the principles of participatory cultural adaptation and social marketing to develop sustainable education and outreach efforts and identify appropriate messaging and channels. This included a scoping review focusing on barriers to lung cancer screening in Chinese Americans and a survey of Chinese-serving physicians. A transdisciplinary advisory group guided the development and implementation of the project and design of the multi-media materials. We leveraged existing regional and national networks to maximize the outreach to Chinese American communities across the US. Results: Using social marketing principles, we developed culturally tailored multi-media materials to raise awareness of the eligibility criteria for lung cancer screening and address barriers toward screening in Chinese Americans. This included the following: 1) a bilingual website with information and resources for Chinese Americans, including an eligibility quiz; 2) digital stories featuring patient stories which directly address perceived barriers toward lung screening; and 3) materials for physicians. We will share the cultural adaptation process and present data on the reach of the social media outreach. Conclusion: There is a need to develop culturally and linguistically relevant education and outreach efforts to actively promote lung cancer screening and address barriers to screening among high-risk Chinese Americans, in order to reduce lung cancer disparities. Citation Format: Simona Kwon, Yi-Ling Tan, Stella Chong, Binh Luu, William Tsai, Judy Ah-Yune, Jamie Love, Suzanne Vang. Using social marketing principles to address lung cancer screening among Chinese Americans [abstract]. In: Proceedings of the 16th AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2023 Sep 29-Oct 2;Orlando, FL. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2023;32(12 Suppl):Abstract nr A075.