Commitment Compassion Community

Men’s Oncology Outreach Campaign

an urban oncology center

Scope of Our Challenge

Breaking down access barriers to provide quality care to the medically underserved in our community.

Preserving our academic mission: Integrating clinical care and outreach with research and education.

Scope of Our Challenge:Eliminating Cancer Disparities

Prostate cancer is the second leading cause of cancer deaths among men In the United States.

The projected number of new cases in the US is 230,000- with an estimated 30,000 men dying from the disease.

The incidence and death rates for Black men are highest in the world over.

Washington, DC, has the highest mortality rate from prostate cancer in the nation.

In Washington, DC deaths from prostate cancer are 19% and 30% higher, respectively, than the national averages.

The Men’s Oncology Center

The GW Men’s Oncology Center Prostate Cancer Testicular Cancer

Additional cancers which exhibit significant male gender disparity

Kidney Bladder Colorectal Head and Neck

The Men’s Oncology Center

Clinical Team

Dr. Tom Jarrett: Chair of Urology Dr. Fernando Bianco: Director, Urologic

oncology Dr. Jason Engle: Robotic Urologic Surgery Dr. Michael Phillips: Brachytherapy Dr. Hal Frazier: Urologic Oncology

The Men’s Oncology Outreach Program

Community-by-Community Cancer Control Campaign: Amgen Foundation Challenge Grant

Social Marketing Campaign: Screening Programs: “Get in the Game” Check out www.gwcancer.com

Grassroots Wellness Initiative: Workplace Cancer Wellness Initiative Congregational Cancer Wellness Initiative Neighborhood Cancer Wellness Initiative

Meeting the Challenge: Partners with the GWCI

The Men’s Oncology Outreach Program

Screening Program: “Get in the Game” www.gwcancer.com Targeting men and empowering women to

positively impact the health care behavior of the men in their lives.

Karl Hobbs, Coach of the GW Colonials Men’s Basketball Team, and his wife Joann.

The Men’s Oncology Outreach Program

Social Marketing Campaign: “Get in the Game”

30 second educational vignette that ran for 100 spots over a six week period.

Personal interview on Channel 9 News with the Dr. Tom Jarrett, Chair of the Urology Department at GW

Radio spots that aired on WTOP & The Washington Post Radio Station for six weeks

Advertisements in local newspapers Announcements and information tables about the

prostate cancer screenings at every Safeway in the city.

The Men’s Oncology Outreach Program

Cancer Wellness Outreach Initiative

Initially focuses our program on Ward 4; which has the highest cases of prostate cancer in Washington, DC.

By focusing on one area, we are able to draw resources from both programs to make events very successful.

Our first step was linking up with a community leader to act as a liaison and facilitator between the GWCI and the community.

The Men’s Oncology Outreach Program

Cancer Wellness Outreach Initiative Workplace Cancer Wellness Initiative

Barbershop Training Program Train Barbers to educate their customers about

prostate cancer. Monthly “Waiting Room” education events Distribution of educational materials and flyers for

ongoing screenings at the barbershops

Congregational Cancer Wellness Initiative Educational and screening programs with Men’s

and Health Ministries in local Churches.

The Men’s Oncology Outreach Program

Cancer Wellness Outreach Initiative

Neighborhood Cancer Wellness Initiative Participate in community programs in the area Examples include:

2006- Congressional Black Caucus Foundation Conference, Adam’s Morgan Day Festival;

2007-Black Family Reunion, Stone Soul Family Picnic, DC Department of recreation Super-Tots Day, 100 Black Men Health Fair

The Men’s Oncology Outreach Program

September Screening Results Inquiries: 436 men 333 presented for screening 103 no shows

*Screening has continued to this date: over 400 men have been screened to date

The Men’s Oncology Outreach Program

Racial and Ethnic Participation

0%

10%

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30%

40%

50%

60%

70%

Percentage of Men

AsianBlacksHispanicNativeWhites

The Men’s Oncology Outreach Program

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Percentage of Men

FamilyFriendGW Mail, Letter, BullNewspaperOtherRadioTVWEB

Participation Source

The Men’s Oncology Outreach Program

Racial and Ethnic Participation by Media Source

0%

5%

10%

15%

20%

25%

30%

35%

40%

Newspaper Radio TV

AACH

The Men’s Oncology Outreach Program

Participation by State (District)

MD DC VA

48%

18%24%

The Men’s Oncology Outreach Program

Outcomes? Of the 333 men screened

52 (16% men) had a PSA > 4 36 more (11%) had abnormal DRE (total requiring follow-up = 27%) 30 men seen in the GW MFA (others referred back to their own

urologist) 10 additional visits pending 14 biopsies to date 8 cancers detected

Four of these patients were uninsured GWCI worked with 3 of the four uninsured patients to get on

Medicaid or DC Alliance Cancer Care Offered to all, regardless of insurance

status.

The Men’s Oncology Outreach Program

Interesting Observations The man with the most aggressive cancer

had a normal PSA value (age 53). His cancer was detected by DRE.

The Campaign was very successful in reaching Blacks. Needs to be retooled in Spanish, and broadcast in Spanish media, to reach the Latino population (in progress).

The Men’s Oncology Outreach Program

Since September 2006: We have been implementing the Cancer Wellness Initiative.

GW Cancer Institute has worked with….. 36 churches; 6 worksites; 3 fraternal organizations; 4 African American barbershops; 15 community based organizations; Co-hosted with ACS one focus group with prostate cancer

outreach workers Encourage over 875 DC residents from minority

populations to understand the importance of cancer prevention.

The Men’s Oncology Outreach Program

Since September 2006: We have also been….

Gearing up for the September 2007 prostate cancer campaign;

Finding ways to replicate this effort in the Hispanic community in 2008;

Gearing up for a colorectal cancer social marketing campaign in 2008.

The Men’s Oncology Outreach Program

Lessons Learned: One of the most effective ways to get to men

are through the women in their lives; Collaboration is essential for success; Identifying community leaders will help

outreach workers gain trust in the community; Less is more; When trying to convince men about getting

screened…. mention their kids and how important it is to see them grow up….

The GW Cancer Institute

An urban oncology center dedicated to excellence in

cancer care, cancer research and cancer education, and to

understanding and eliminating cancer disparities.