275433
Cancer prevention and screening promotion in urban, rural, and frontier areas using traditional and social media
Tuesday, November 5, 2013
A coalition of regional, statewide, tribal and State cancer prevention programs, Alaska Breast and Cervical Health Partnership, which provide breast and cervical cancer screening services to Alaska women has developed a cancer prevention and screening promotion campaign targeting urban, rural, and frontier Alaskan women using traditional and social marketing. In 2008, 68% (78% 2018 goal) of the target population was screened for breast cancer and 84% (89% 2018 goal) for cervical cancer. Since 2008, the Partnership has created and distributed a cancer prevention and screening reminder calendar. Healthy Alaskan food recipes were sought via a social media contest. The resultant 2013 calendar includes 12 solicited recipe winning cards along with messages on cancer preventative behaviors. How To videos of the preparation of each recipe were posted via YouTube with each video linked to a Pinterest pin. Calendar recipe cards include a QR code, YouTube web address, the featured recipe of the month is posted to the Partnership's Facebook page and Twitter account. The traditional media of the calendar with supporting social media promote engagement with varied social media venues to convey screening promotion messages. Process evaluation measures used to assess social media include tracking and trending of the number of likes, posts, shares, and comments per social media outlet as well as qualitative evaluation of text based survey responses. The use of both traditional and social media allows the Partnership to increase the reach and frequency of the health promotion messages to areas of Alaska that lack traditional media outlets.
Learning Areas:
Chronic disease management and prevention
Implementation of health education strategies, interventions and programs
Learning Objectives:
Identify how traditional and social media can be used to support cancer prevention and screening promotion messages in urban, rural, and frontier media markets.
Evaluate how social media outlets can be utilized in conjunction with other social media and traditional media to support health promotion messages.
Assess the utility of process evaluation measures used to track social media content, reach, and message spread over time.
Keyword(s): Social Marketing, Health Promotion
Presenting author's disclosure statement:Qualified on the content I am responsible for because: I have evaluated the social media campaign developed in conjunction with the Alaskas Breast and Cervical Health Partnership described in the abstract.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines,
and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed
in my presentation.
