Outline

El Cancer nos Afecta a Todos,

Nuestro Genoma…..

Link and inform the Latino community in the United States

Communication StrategyHow?

Programs

What?

Science and Health

Link

Latinos

Educational and Informational

Resources

Better Quality of Life!

Mission

Partnership Development

How?

Communication Strategy

Direct Grassroots

Mass Media

How?

• Daily radio capsules

• Newspaper columns

• Website

•Toll-free information and referral 800-number

Communication Strategy

Spanish-Language Mass Media

Acceso Hispano Línea de Ayuda

• Bilingual 1-800 Toll-Free Help-line

• Callers receive information about topics explored in the radio broadcasts

• Receive referrals to organizations providing additional information and services

El Cancer Nos Afecta A TodosA Latino Education Campaign on Breast and Colorectal Cancer

Awareness and Prevention

Alicia Santiago, Ph.D.CDC/CCHP/NCCDPHP Atlanta - January 28-29, 2008

Goal

To educate Spanish-dominant Latinos about cancer prevention and early detection

Project Description

A 5-year project that will use an awareness - knowledge - action model to engage low-income Latinos in learning about breast and colorectal cancer awareness and early detection

Specific Aims

1. Increase awareness of breast and colorectal cancer

2.Develop, implement, and disseminate a mass media and direct community outreach campaign*

3.Build broad support for the project through partnerships*

4.Evaluate the effectiveness of the campaign in raising cancer awareness, knowledge and promoting positive behavior change

Desired Outcomes

• Raise awareness and increase knowledge and understanding about cancer predisposition and risks

• Counter misconceptions about cancer

• Encourage cancer-screening behavior

• Initiation and maintenance of cancer preventive behaviors

• Increase participation in cancer clinical trials

Program Components(“in the air” and “on the ground” outreach)

• Radio Segments

• Helpline Acceso Hispano Línea de Ayuda

• Mobile marketing

• Acceso Hispano Website

• Newspaper columns Conciencia

• Local and National Outreach “on the ground”

Evaluation

• Front-end - to explore target audiences’ existing knowledge, attitudes, beliefs and behaviors with respect to breast and colorectal cancer

• Formative - to provide iterative feedback for revisions and refinement of intervention while project development is underway

• Summative - to determine the impact of specific project components and approaches to supporting follow-up actions

El Cancer Nos Afecta A Todos

SELF RELIANCE FOUNDATION1201 CONNECTICUT AVE., NW, SUITE 700

WASHINGTON, DC 20036TEL.202.496.6051FAX.202.496.6041

WWW.ACCESOHISPANO.ORG