Abstract A12: You're putting what, where? Using humor to increase colonoscopy rates among African Americans

Abstract

Abstract Background: Despite a decrease in overall cancer incidence and mortality since 1992, African Americans continue to experience higher incidence and mortality rates and lower survival rates from this disease than any other population group. While much is known about the benefits of cancer prevention and early detection, African Americans, even those who are insured, are less likely to participate in cancer screening and more likely to engage in behaviors that increase their risk for cancer than whites. When cancer is diagnosed, they are also less likely to receive high-quality treatment. This is largely due to lack of access to quality care and accurate information. Many myths exist in the African American community regarding cancer. Health information presented in a way that is sensitive to culture and belief systems can result in optimal decision making. Information is a critical step to improve cancer health outcomes. Traditional health communication materials and delivery mechanisms have not been culturally appropriate and fall short in addressing the cancer information needs of many African Americans. Using celebrities to communicate messages is believed to be effective at increasing awareness and influencing behavior. This presentation is a pilot study that will determine if combining humor with cancer prevention messages delivered by a well-known celebrity will increase cancer awareness and colorectal cancer screening behavior in the African American community. Objectives: At the conclusion of this presentation, the participant will be able to: 1) Evaluate the benefits of using a celebrity to deliver cancer messages; 2) Incorporate humor and cultural sensitivity in cancer screening information; 3) Identify strategies for selecting celebrities and partnerships for cancer communication activities. Methods: Employing the narrative technique, a nationally known African American comedian discussed the importance of colorectal cancer screening to African Americans using humor and a video of his personal experience with colonoscopy. There were three main channels for dissemination: 1) placement on a YouTube channel, 2) an e-marketing campaign to African American partner organizations and, 3) creation of an engagement toolkit used by American Cancer Society staff engaged in outreach activities. The pilot, conducted in May 2010 in partnership with the Florida Department of Public Health, AvMed, and Blue Cross Blue Shield health plans in the Miami-Dade area, included direct mailing 50,000 copies of the video to clinic patients and plan members as well as wrapping public buses and displaying billboards with the celebrity's image and health messages. Results: The video was viewed more than 15,000 times online. Early survey results indicate an increase in colorectal cancer awareness and colonoscopy appointments among African Americans. Conclusions: By engaging a noted celebrity as a health communicator, the American Cancer Society informed and motivated African Americans with a culturally competent message. The use of humor in the personal narrative and modeling behavior debunked myths surrounding colorectal cancer and increased screening rates. Research is needed to evaluate the impact of the narrative as related to the celebrity's gender, role as a comedian or other type of entertainer, and degree of popularity: local vs. national. Citation Information: Cancer Epidemiol Biomarkers Prev 2010;19(10 Suppl):A12.