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APHA Scientific Session and Event Listing

Laveta Moody-Thomas, MPH, CHES, LSW and Mark A. Colomb, PhD, CRA. CBA 2 Project, My Brother's Keeper, Incorporated, 404 Orchard Park, Ridgeland, MS 39157, 601 957-3624, lthomas@mbk-inc.org

Issues: Rural women are more likely to suffer disparities in diabetes, cancer, heart disease, and other chronic conditions. Most disparities are observed in cancer screening and management of cardiovascular disease (CVD) and diabetes. African American women have the highest mortality rate from heart disease (284.1 per 100,000); and breast cancer (34.9 per 100,000) of all American women. This population, especially in rural areas, uses fewer health and screening services and suffers more from premature death, disease, and disabilities. Risk factors that are socioeconomic, cultural, etc. significantly affect health seeking behavior.

Description: This poster session will address health disparities in CVD and cancer in rural women and how social marketing can be used as an effective method to increase likelihood of adopting healthy behaviors and reduce/eliminate these disparities. Utilization of scientific social marketing approaches to develop community-wide education and awareness campaigns and the service mechanisms to provide support through capacity building assistance to rural community-based organizations will be illustrated.

Lessons Learned: Culturally appropriate materials and prevention strategies have a significant impact on health seeking behavior. Several studies indicate that tailored health communication programs factor heavily in reducing disparities in cancer screening among diverse groups. The lowest late stage diagnosis mammography rates currently are found among women with disparaging socioeconomic statuses such as low incomes (between 43 and 54%) and without high school diplomas (between 47 and 58%).

Recommendations: Scientific approaches to health education and consumer research through social marketing can enhance the effectiveness of public health efforts to reduce/eliminate health disparities.

Learning Objectives: At the conclusion of the session, the participant will be able to

• Discuss the social environmental factors affecting women in rural areas that lead to health disparities.
• Discuss community based strategies to reduce disparities in CVD and cancer for rural women through systematic social marketing processes.
• Articulate the importance of considering race and place in developing effective health communication interventions.

Keywords: Social Marketing, Health Disparities

Presenting author's disclosure statement:

Not Answered