Abstract A28: CBPR and Social Marketing Intersection Model to increase screening mammogram in uninsured and underinsured women: A preliminary evaluation

Abstract

Abstract Background: Community Outreach and Preventive Services Core of the FAMU Center of Excellence for Cancer Research, Training and Community service has conceptualized and implemented CBPR and Social Marketing principles to increase screening mammograms among uninsured and underinsured women. This study aims at evaluating the preliminary stage of the five-year project TREE. Methods: Academic and community partnerships among two local universities, seven community-based organizations, local health departments, regional hospital, local chapters of national organizations and media channels were developed. A preplanned social marketing campaign was implemented to disseminate CBPR methods, and increase awareness about breast cancer prevention. Print materials, information exchange sessions, stakeholder's meeting, community events and media advocacy were used to increase trust and coalition building. The Social marketing campaign has established a slogan ‘A friend is She who Reminds Me’ to exponentially increase participants in screening. Evaluation included process and immediate outcomes in coalition building and cancer prevention. A feedback mechanism was established to identify area of conflict, mechanism of conflict resolution, strengths and weaknesses and to adopt specific strategies to improve. Results: Fifteen meetings, five community events, 400 information brochures, 300 booklets were distributed in the past seven months and a total of 165 women were recruited for screening mammogram. Pilot testing of five more print materials and two videos were completed. Conclusion: Preliminary evaluation indicates trustworthy partnership among stakeholders, successful initial recruitment and social marketing campaign. However, strategic improvements needed to meet the demands of community to sustain these partnerships and improve breast cancer prevention efforts. Citation Format: Saleh M.M. Rahman, Cynthia M. Harris, Miaisha Mitchell, Karam F.A. Soliman. CBPR and Social Marketing Intersection Model to increase screening mammogram in uninsured and underinsured women: A preliminary evaluation. [abstract]. In: Proceedings of the Sixth AACR Conference: The Science of Cancer Health Disparities; Dec 6–9, 2013; Atlanta, GA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2014;23(11 Suppl):Abstract nr A28. doi:10.1158/1538-7755.DISP13-A28