Creating scalable health equity and quality improvement frameworks: Evaluating the impact of a cancer screening awareness campaign for reducing disparities in Black and Hispanic women.

Abstract

75 Background: Cancer disparities persist for Black and Hispanic women. Quantifiable learnings from early detection efforts may help inform future health equity initiatives and improve patient outcomes. This study describes survey results measuring the effectiveness of Love Letters for Cancer Screening for Women of Color, an awareness campaign using representative artwork and letters created “for the community, by the community,” within a quality improvement framework. Methods: Genentech and IQVIA deployed a survey at community health events hosted by partner organizations Weill Cornell Medicine and the American Cancer Society. The survey (fielded in English and Spanish) evaluated the impact of this health equity campaign on perceptions of cultural representation, cancer screening awareness, and motivation to act. In-person responses were compared with responses from an online control group in the broader NY metro area. Participants gave informed consent, and modest compensation was provided upon survey completion. This study was not powered for statistical significance. Results: Responses from 317 participants (117 in person; 200 online) showed that this campaign successfully resonated with target demographics of Black and Hispanic women both in person and online, demonstrating the positive impact of this community-based campaign. The campaign was effective at motivating Black and Hispanic respondents to act, with 74% reporting they would schedule a cancer screening, and 75% reporting they would talk to friends or family. Among respondents with self-reported low health literacy, 85% reported feeling more knowledgeable. Overall, in-person engagement was more meaningful than online engagement, highlighting the importance of partnering with community organizations for live events. Conclusions: Partnerships across patient, community, industry,and provider organizations are key to advancing cancer health equity and overcoming health disparities in historically marginalized, underserved populations. These survey results support cocreation and co-implementation of culturally tailored awareness campaigns with measurement frameworks to achieve quality improvement and health equity goals. Respondents who “agreed” or “completely agreed”. The campaign respects/reflects my culture and community Felt inspired to act around cancer screening for myself/my loved ones Will share information and/or materials about campaign with others Will talk to family and/or friends about cancer screenings Will speak to my HCP about cancer screenings Will schedule a cancer screening appointment for myself Black In-person (n=64) 75% 89% 77% 80% 77% 75% Online (n=20) 65% 75% 50% 70% 60% 60% Hispanic In-person (n=28) 82% 86% 79% 82% 75% 82% Online (n=20) 70% 70% 60% 70% 60% 65%