july 2008 amelie g. ramirez, drph -...
TRANSCRIPT
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July 2008
Amelie G. Ramirez, DrPHKipling J. Gallion, MA
Redes En Acción: The Nat’l Latino Cancer Research NetworkInstitute for Health Promotion Research
UT Health Science Center at San Antoniowww.IHPR.uthscsa.eduwww.redesenaccion.org
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Source: Alisa Opar. 2007. “New Schemes Aim to Boost Minority Participation in Research.” Nature Medicine. 13, 764‐65.
Challenge: Few Latinos in CT’s
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Source: Ramirez AG, et al. A National Agenda for Latino Cancer Prevention and Control. Cancer. 2005; 103(11): 2209‐15
Challenge: Why So Few?Many barriers exist for Latinos…
Low SESLower education levelsCultural factors (fear, mistrust and machismo)Document complexityUnmet emotional needsUninformed decision‐making
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The Response: Redes PSA’s
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PSA Topics4 PSA topics, 1 main message:
Clinical trials are a viable option for Latino cancer patients
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PSA Pre‐testsEvaluated PSA concepts prior to production
Shopper surveys in Dallas/L.A. malls150 respondents, 44% Men, 56% Women
56% liked seeing an MD in the spots
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PSA Production/DistributionPSA production in S.A.
30‐second TV, 30‐ and 60‐second radio, print
DistributionTwo waves of distribution to English/Spanish media
TV: 200+ stationsRadio: 575+ stationsPrint: 200+ newspapers
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PSA: The Wedding (English)
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PSA: The Boxer (Spanish)
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PSA ResultsResults
>550 calls to CIS help line
2 Telly Awards for PSA excellence
Still airing in many markets
Developing 6 new PSAs for release this year…
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PurposeBoost Latinos’ interest/awareness/importance in breast/cervical/colorectal cancer screening
6 PSA subjects in developmentOn‐the‐go mom makes time for screeningBrothers honor promise to dad to get screenedSoccer moms discuss HPV vaccineTrio of lunching women advocate Pap testFamily advocates breast cancer screeningQuartet of women encourage colorectal screening
PSA’s: A Second Wave
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Pre‐testsLatino focus groups, ages 21 to 62, in S.A.CIS and NCI feedback
Target audienceHispanic/Latino audiences – men age 50 and older and women age 20 or older, depending on PSA topic
Production and distributionPSAs currently being filmed (Sprocket Productions)Expected to be distributed to more than 200 English and Spanish TV stations by fall ‘08
PSA’s: A Second Wave
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IHPR research team/Redes headquartersAmelie G. Ramirez, DirectorKipling J. Gallion, Deputy DirectorInvestigators: Patricia Chalela, Luis Velez, Deborah Parra‐Medina, Sandra San Miguel, Kimberly Wildes
Redes co‐principal investigatorsJuan Emilio Carillo, New YorkMaría Fernández, HoustonEliseo J. Pérez‐Stable, S.F. (Anna Nápoles‐Springer, co‐investigator)Frank J. Penedo, MiamiGregory A. Talavera, San DiegoElena Ríos, National Hispanic Medical Association
Redes project coordinators/managersBernardo Useche, (Houston), Patricia Quintana, (S.D.), Chantell Torregrosa‐Macias (Miami), Helen McCarthy, (N.Y.), Nereida Borrero, (N.Y.), MarynievesDiaz‐Mendez (S.F.)
Acknowledgements
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“Sign Up for Life: PSAs to Get Latinos to Join Clinical Trials”
Amelie G. Ramirez, DrPHDirector, Redes En Acción: The Nat’l Latino Cancer Research Network
Director, Institute for Health Promotion ResearchUT Health Science Center at San Antonio
www.IHPR.uthscsa.eduwww.redesenaccion.org