Oral Care Access Scholar Project Summary:

Planning for an Effective Culturally Competent Media Campaign in the

Bronx, Washington Heights and East Harlem

Presentation by Ella M. Oong DMD MPHGeriatric Fellow and Dental Public Health Resident

Harvard School of Dental Medicine

Boston, MA

Outline

Introduction to Presenter Project Description Operational Concerns Questions and Answers

Project Description

Specific Aims Problem Analysis Background Methods Product

Specific Aims To develop the media component of a

strategic communications action plan addressing the prevention and early detection of oral cancer for minority population in New York State utilizing social marketing techniques

To develop evaluation criteria for the effectiveness of the media campaign on the target population; and

To develop impact evaluation criteria for the influence of the media campaign on media distributors.

Problem Analysis

Each year more than 30,000 new cases of oral cancer are diagnosed.

One American dies from oral cancer every hour.

In the US, more than one-half of all oral and pharyngeal cancers are diagnosed in the later stages

Problem Analysis Minority Health Disparities

Five year survival rate for Black males is only 32 % while the rates for Whites is 50%

Oropharyngeal cancer deaths for Black or African American males are 4.5 deaths per 100,000 and 2.9 deaths per 100,000 for Whites

Only 6 % of adults who have reported having had an oral cancer examination were Latino or Hispanic while 12% of those adults were White

Background Oral Health America & ADA Campaigns

Prior to 2001 Focus on tobacco cessation and specifically

spit tobacco use Use of celebrity figures such as Cal Ripkin, Jr.

September 2001 Oral cancer awareness campaign Features attractive female tongue and

states“Don’t let it grow up to be oral cancer” Social marketing with OralCDx

Background

New York Oral Cancer Consortium Bilingual website (www.oral-cancer.org) Consumer hotline Collaborative partnership with WABC-TV

Prior media campaign experience in Massachusetts Oral Cancer Partnership Target audience: males, ages 50 to 70,

underserved Radio PSA

Methodology Characterizing target audience

Primary and secondary review Identify other culturally competent media

campaigns Segmentation by ethnicity, age, knowledge and

attitudes toward health Identify resistance points and an apt behavior

change theory Establishing production team flow dynamics

Coordination of complimentary activities among New York Oral Cancer Consortium members

Leveraging New York State Department of Health resources

Designing media plan

Product

Media campaign plan which will be a component of a larger strategic communications action plan

Operational Concerns

Cultural competence Process evaluation Language capacity

Tension between academic and community interests

Provider training versus population needs

Questions and Answers

Acknowledgements

The Santa Fe Group and the American Dental Trade Association for support in this endeavor

Oral Care Access Scholar Project Summary:

Planning for an Effective Culturally Competent Media Campaign

Regarding Oral Cancer in New York State

Presentation by Ella M. Oong DMD MPHGeneral Practice Resident

Montefiore Dental Center At Jacobi Medical Center

Bronx, NY