Online Exclusive - Sept. 29, 2009
As scientists continue to research the etiology, prevention, detection, and treatment of cancer, innumerable advances are made—and announced to the public. According to the latest
Health Information National Trends Survey (HINTS) from the
National Cancer Institute (NCI), although more than 70 percent of adults in the United States think cancer is preventable, an even larger percentage of adults are confused by all of the recommendations and don’t know which guidelines to follow.
Recognizing the vital nature of communications in the acceleration of progress against cancer, as well as the danger of disconnected messages,
C-Change, including NCI, ASCO, and the other national cancer leaders from government, business, and nonprofit sectors, has worked to unite the entire cancer community around a core set of consumer-tested messages related to reducing people’s risk for cancer. “Eat right; be active; get screened; and don’t smoke” are the four pillars or behavioral targets emphasized in the communication initiative. These are a uniform set of messages that C-Change is encouraging cancer and other stakeholder organizations to use in their respective public education and communication efforts. C-Change and NCI co-sponsored two panels at the National Conference on Health Communication, Marketing, and Media, held in Atlanta in August, to help encourage the research and practice communities to work together.
Experience has shown that coordinated, evidence-based messages can have a significant effect on public perceptions and behaviors. Former Delaware Governor Ruth Ann Minner was one of several presenters at the C-Change meeting who provided inspiring examples of the importance of communication in developing and delivering effective health initiatives. As governor, Ms. Minner formed multiple partnerships and used several communication channels, including radio, television, billboards, and Twitter, to decrease smoking rates and to increase cancer screening in her state.
Andy Miller of the
Lance Armstrong Foundation (LAF) shared how the foundation took a very systematic approach to message development and used evidence-based research to inform how LAF speaks to its audience of cancer survivors. The net result of the foundation’s initiatives: a community of those affected by the disease, from which everyone can draw strength and be empowered to affect social change.
Elmer Huerta, MD, began his
internationally broadcast television and radio health programs more than 20 years ago to reach the Hispanic/Latino communities, noting the number of lives that could be saved if prevention was emphasized more. In 1994, Huerta founded the
Cancer Preventorium at the Washington Hospital Center to educate people about ways to decrease their cancer risk through healthier behaviors. The center encourages detection of cancer at an early stage, when it is most curable. The Preventorium, dedicated exclusively to cancer prevention and detection, has served 25,000 patients in the past 15 years.
With success stories such as these in mind, C-Change worked with the Ad Council, NCI, and other partners to craft messages that can be adapted by organizations to help bridge the gap between evidence and practice. The messages and concepts were tested with consumers to ensure that the four pillars are effectively communicated to the target audience aged 35 and older. These resources are now available at www.c-changetogether.org.
“A need exists to coordinate efforts,” said Bradford Hesse, PhD, of NCI, at the recent C-Change meeting in Atlanta. “Cancer communication is at a tipping point….We have science on our side; we need to apply it.” Hesse notes that work presented at the conference has started the dialogue, but it will be important for members of the National Cancer Program and C-Change to work together to refine the messages and approaches.
“We are focusing on small steps, empowering messages, and prescriptive language,” says Anthony Signorelli of the Ad Council. “This communications initiative is a unified effort to change hearts and minds.”
For more information about this communications collaboration, please contact C-Change’s Gary L. Gurian at
ggurian@c-changetogether.org or 202-756-1343.
