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Social Marketing Strategies for Latino Cancer Prevention
Principal Investigator
Muhuiddin Haider, PhD

Funded April 2004 through the Special Populations Network developmental research projects, this project aims to:

  1. Pilot test the social marketing designed message that acting as a cue to action, through an innovative radio based health communication intervention aimed at colorectal cancer prevention will increase perceived benefits and will significantly increase intentions to have a colorectal screening.
  2. Increase the information seeking behavior of Latinos towards colorectal cancer screening. The primary measure of the effectiveness of the designed social marketing message in the above aim will be to show an increase in the information seeking behavior of Hispanic listeners of the radio program for which the designed message will be produced.
  3. Increase the utilization of colorectal cancer screening by Latinos in the Washington area.

We propose to examine the effectiveness of a radio health communication intervention for colorectal cancer. The development of the text of this radio message will be developed based on Social Marketing principles and elements and informed by two sources of information on our target community. These will be the results of the focus groups of another proposed research pilot, "Reducing Colorectal Cancer Among Uninsured Latinos" to be conducted in parallel by Dr. O'Malley and Dr. Huerta and the results from a survey based on the Steps to Behavior Change (SBC) model that will measure the knowledge of the population about colorectal cancer screening. The participants will be men and women 35 years of age or older who will be recruited from the three medical clinics operated by the Spanish Catholic Center. We will ask participants in this survey permission to obtain their screening history from their charts. During the next phase of this pilot, the message will be drafted and tested by conducting 2 focus groups. Changes will be made to the message according to the results of these focus groups and it will be broadcast through Dr. Huerta's radio programs over the course of 14 weeks. At the conclusion of the broadcasting, we will conduct a second survey to assess the effectiveness of the message and its impact on patients' intention of having a colorectal cancer screening. We will also ask participants of this second survey to obtain their screening history from their charts.

The goal of this investigation is to develop and evaluate the role of an innovative radio based health communication intervention aimed at colorectal cancer prevention in a population-based sample of the Latino residents in the great D.C. Area.

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