Laura Oppenheim¹, Rickie Brawer, MPH², and James Plumb, MD, MPH². (1) Jefferson Medical College, 1015 Chestnut St, Suite 715, Philadelphia, PA 19107, 215-955-2396, laura.oppenheim@jefferson.edu, (2) Office to Advance Population Health, Thomas Jefferson University Hospital, 1015 Chestnut St, Suite 715, Philadelphia, PA 19107

The rate of breast cancer among Chinese women is significantly lower than the rate of breast cancer among Caucasian women, perhaps due to genetic and/or lifestyle factors. However, breast cancer for Chinese women in the United States is found at a significantly later stage in Asian women compared to Caucasian women. Studies investigating the reluctance of Asian women in obtaining mammography screenings, clinical breast exams and practicing breast self exams found avoidance is related to embarrassment/modesty considerations, fatalism, communication/language barriers, fear of pain and economic concerns. A medical student working with staff from Thomas Jefferson University initiated a project to better understand and address the attitudes, beliefs, and practices about breast cancer among Chinese women in Philadelphia. The project’s goal was to develop a bilingual Photonovella that encouraged women to become more proactive in their choices regarding breast health. A photonovella represents real life situations and uses language, context, and images that are familiar and sensitive to cultural customs. Women of the Chinese community in Philadelphia served as an advisory council and were involved in every aspect of creating the photonovella, from generating insights about the predisposing, enabling and reinforcing factors related to breast cancer screening to idea generation, issue clarification, script writing and revision, design, photography and dissemination of the final product. Pre-testing results indicated the Photonovella was believable, easily understood and culturally relevant. Five thousand copies were then disseminated at various sites suggested by the advisory group and pre-testing participants. Tracking of utilization is on-going.

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