Developing a Mass Media Campaign to Promote Mammography Awareness in African American Women in the Nation's Capital

This study developed and examined the reach and impact of a culturally appropriate mass media campaign pilot, designed to increase awareness about the importance of mammography screening and the available community mammography services for low-income African American women ages 40 and above. We conducted formative research using focus groups to inform campaign development, resulting in five emergent themes-good breast health, holistic views of healthiness, cancer fatalism, fear of mammogram machines, and mammogram affordability. The campaign targeted specific low-income African American communities in the District of Columbia via print ads in Metro stations and on buses, print ads in the Washington Informer, and online ads on a local TV network website. Data were collected before, during, and after campaign implementation to assess reach and impact. Reach was measured by number of impressions (number of people exposed to the campaign), while impact was assessed via online ad click-through rates, website use and referrals, and mammography center calls. The campaign was successful in reaching the target audience, with a total combined reach from all media of 9,479,386 impressions. In addition, the mammography center received significant increases in new website visitors (1482 during the campaign, compared to 24 during the preceding period) as well as 97 calls to the dedicated phone line. Further research involving a more long-term investment in terms of funding and campaign run time, coupled with a more robust evaluation, is needed to assess if culturally appropriate mass media campaigns can generate increased mammography screening rates and decrease breast-cancer-related mortality.

A Community-Based Outreach Navigator Approach to Establishing Partnerships for a Safety Net Mammography Screening Center

Washington, DC, has one of the highest incidence and mortality rates for breast cancer in the USA. Patient navigation coupled with informational and community resources are important strategies that assist patients' access and help them understand the complex world of cancer care. The Georgetown Lombardi Comprehensive Cancer Center's Capital Breast Care Center (CBCC) is a safety net mammography screening center that utilizes a community-based navigation program. In addition to providing assistance with coordination of clinical services, navigators at CBCC are integral in establishing intra-community partnerships to educate members of the community about breast cancer screening. The aim of this study was to detail the role of patient navigation at the CBCC, with an emphasis on community engagement and community-based partnerships. We describe the process by which CBCC established partnerships with multiple community organizations between 2004 and 2015 and analyzed data of women screened in relationship to the evolution of the patient navigation services. Application of the CBCC navigation model that integrates individual patient outreach with community engagement has yielded viable and lasting community partnerships that have resulted in an increase in mammography uptake, especially among medically underserved minority women.

Abstract A40: Capital Breast Care Center: A Patient Navigation Exemplar

Introduction. Breast cancer is the second leading cause of cancer deaths for American women. Washington, DC, has one of the highest incidence and mortality rates for breast cancer in the U.S. Patient navigation coupled with informational and community resources are important strategies that assist patients' access and help them understand the complex world of cancer care.

Aims.The Georgetown Lombardi Comprehensive Cancer Center's Capital Breast Care Center (CBCC) serves as an exemplary community-embedded facility that develops multiple intra community partnerships to improve patient access to health care. The aim of this study is to detail the role of patient navigation at the Capital Breast Care Center, with an emphasis on community engagement and community-based partnerships.

Program process description. We describe the development and application of the CBCC patient navigation process and navigation components: (a) creating partnerships; (b) educating members of the community about mammograms; (c) providing patient navigation into screening assistance; and (d) helping women with coordination of diagnostic follow-up. Data were collected from 2004-2015 and analyzed in 2015.

Program process evaluation results. CBCC established 41 community partnerships categorized by different organizational types that include transitional housing facilities, health service providers, neighborhood associations, churches, senior centers, and local neighborhood recreation centers. Application of the CBCC navigation model yielded important lessons; in general, partnerships and patient navigation.

Discussion. Partnerships, community engagement, and informational resources are all crucial to the patient navigation process in providing access to quality care for all patients.

Citation Format: Sherrie Flynt Wallington, Bridget Oppong, Chiranjeev Dash, Tesha Coleman, Holly Greenwald, Tanya Torres, Marquita Iddirisu, Lucile Adams-Campbell. Capital Breast Care Center: A Patient Navigation Exemplar. [abstract]. In: Proceedings of the Ninth AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2016 Sep 25-28; Fort Lauderdale, FL. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2017;26(2 Suppl):Abstract nr A40.