translating and testing breast cancer risk reduction messages for mothers of adolescent girls this...

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Translating and Testing Breast Cancer Risk Reduction Messages for Mothers of Adolescent Girls This research was made possible by the Breast Cancer and the Environment Research Centers grant number 1-U01-ES12800 from the National Institute of Environmental Health Sciences (NIEHS), and the National Cancer Institute (NCI), NIH, DHHS. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the NIEHS, NCI, or NIH. Evan Perrault, M.A., Lindsay Neuberger, M.A. Kami Silk, Ph.D., & Charles Atkin, Ph.D., Department of Communication, Michigan State University The Problem: Lack of understandable information about environmental breast cancer risks Breast cancer is the most common cancer among women – NCI invests $600 million+/yr Research suggests that numerous environmental factors can play a role in increasing breast cancer risk , especially early in life. This research is valuable, but is infrequently disseminated to the public. The precautionary principle suggests that the public should be made aware of potential dangers to help mothers and their daughters, potentially lower their breast cancer risks. Chemical Exposures PFOA – Perfluoro-octanoic acid is used in non-stick and stain-resistant coatings on rugs, furniture, clothes and cookware. BPA – Bisphenol A is used in plastic bottles and linings of metal food containers, and can leach into our foods or liquids. Radiation Exposures Americans get nearly half of their total radiation exposure from medical imaging. People who receive multiple scans and other tests requiring radiation may accumulate doses equal, or exceeding, those of atomic bomb survivors. The Solution: Message Translation and Design Focus on translating scientific findings to help close the “development-to delivery” gap and effectively communicate relevant breast cancer findings to the public. Create messages about environmental breast cancer risks and test them with our target audience: mothers with young daughters. Research Questions RQ1: How does a lay audience of mothers with young daughters respond to breast cancer messages translated from scientific studies? RQ2: What information do mothers report learning from breast cancer messages focused on environmental risks? RQ3: What behavioral intentions do mothers report after exposure to breast cancer messages focused on environmental risks? Method Six focus groups of mothers of young daughters were exposed to three messages that had been through multiple iterations of the translation process. Participants made quantitative assessments about each message and also provided feedback through group discussion. Groups were led by a trained moderator, and all discussions were taped, transcribed, and coded for major themes, knowledge gain, and behavioral intentions. Results: Radiation Message Reactions Mothers did not like the helmet reference, noting that that it was judgmental (no helmet = not a good parent). Buckling a daughter into a car seat was suggested as a more acceptable alternative. Visual of a more common x-ray (e.g.,dental) was suggested Mothers wanted “unnecessary radiation” quantified. How much is too much? Results: BPA Message Reactions Mothers were confused about the “going green” link to breast cancer risk. They also wanted a more explicit message telling them exactly what to look for when purchasing bottles. Many had already heard about BPA, but looking for the “number-7” on bottles was new for most of them. Behavioral intentions for this message seemed the strongest of all three with many mothers saying they would now start looking for labels about BPA before purchasing products. Quantitative Results Nearly all mean values for message accuracy, believability, usefulness, understandability, and photo, heading, and text effectiveness were above the midpoint of the scale. Statistically significant differences were found between the messages. BPA message scored highest on most measures. Results: PFOA Message Reactions This message had the most shock value, showing mothers things they already had in their homes that might increase their daughters’ breast cancer risks. Picture of the girls was deemed unnecessary, but a list of PFOA products suggested. Desired presentation of more “hard evidence” from scientists instead of “vague” claims. Many said this was the first time they had ever heard Conclusions and General Recommendations Overall mothers found the majority of the components of the messages to be accurate, effective, and useful. Coding showed that mothers learned a lot from the messages and intended to engage in many of the suggested behaviors. Communication of behavioral intention was more prevalent than evidence of learning, indicating effectiveness of “calls to action” Specificity of the scientific proof was an issue; more “hard evidence” about risks of environmental exposures was desired. Overall, mothers wanted a clear,

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Page 1: Translating and Testing Breast Cancer Risk Reduction Messages for Mothers of Adolescent Girls This research was made possible by the Breast Cancer and

Translating and Testing Breast Cancer Risk Reduction Messages for Mothers of Adolescent Girls

This research was made possible by the Breast Cancer and the Environment Research Centers grant number 1-U01-ES12800 from the National Institute of Environmental Health Sciences (NIEHS), and the National Cancer Institute (NCI), NIH, DHHS. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the NIEHS, NCI, or NIH.

Evan Perrault, M.A., Lindsay Neuberger, M.A. Kami Silk, Ph.D., & Charles Atkin, Ph.D., Department of Communication, Michigan State University

The Problem: Lack of understandable information about environmental breast cancer risks

Breast cancer is the most common cancer among women – NCI invests $600 million+/yr

Research suggests that numerous environmental factors can play a role in increasing breast cancer risk, especially early in life.

This research is valuable, but is infrequently disseminated to the public.

The precautionary principle suggests that the public should be made aware of potential dangers to help mothers and their daughters, potentially lower their breast cancer risks.

Chemical Exposures

PFOA – Perfluoro-octanoic acid is used in non-stick and stain-resistant coatings on rugs, furniture, clothes and cookware.

BPA – Bisphenol A is used in plastic bottles and linings of metal food containers, and can leach into our foods or liquids.

Radiation Exposures

Americans get nearly half of their total radiation exposure from medical imaging.

People who receive multiple scans and other tests requiring radiation may accumulate doses equal, or exceeding, those of atomic bomb survivors.

The Solution: Message Translation and Design

Focus on translating scientific findings to help close the “development-to delivery” gap and effectively communicate relevant breast cancer findings to the public.

Create messages about environmental breast cancer risks and test them with our target audience: mothers with young daughters.

Research Questions

RQ1: How does a lay audience of mothers with young daughters respond to breast cancer messages translated from scientific studies?

RQ2: What information do mothers report learning from breast cancer messages focused on environmental risks?

RQ3: What behavioral intentions do mothers report after exposure to breast cancer messages focused on environmental risks?

Method

Six focus groups of mothers of young daughters were exposed to three messages that had been through multiple iterations of the translation process.

Participants made quantitative assessments about each message and also provided feedback through group discussion.

Groups were led by a trained moderator, and all discussions were taped, transcribed, and coded for major themes, knowledge gain, and behavioral intentions.

Results: Radiation Message Reactions

Mothers did not like the helmet reference, noting that that it was judgmental (no helmet = not a good parent). Buckling a daughter into a car seat was suggested as a more acceptable alternative.

Visual of a more common x-ray (e.g.,dental) was suggested

Mothers wanted “unnecessary radiation” quantified. How much is too much?

Results: BPA Message Reactions

Mothers were confused about the “going green” link to breast cancer risk.

They also wanted a more explicit message telling them exactly what to look for when purchasing bottles.

Many had already heard about BPA, but looking for the “number-7” on bottles was new for most of them.

Behavioral intentions for this message seemed the strongest of all three with many mothers saying they would now start looking for labels about BPA before purchasing products.

Quantitative Results

Nearly all mean values for message accuracy, believability, usefulness, understandability, and photo, heading, and text effectiveness were above the midpoint of the scale.

Statistically significant differences were found between the messages. BPA message scored highest on most measures.

Results: PFOA Message Reactions

This message had the most shock value, showing mothers things they already had in their homes that might increase their daughters’ breast cancer risks.

Picture of the girls was deemed unnecessary, but a list of PFOA products suggested.

Desired presentation of more “hard evidence” from scientists instead of “vague” claims.

Many said this was the first time they had ever heard of PFOA.

Conclusions and General Recommendations

Overall mothers found the majority of the components of the messages to be accurate, effective, and useful. Coding showed that mothers learned a lot from the messages and intended to engage in many of the suggested behaviors.

Communication of behavioral intention was more prevalent than evidence of learning, indicating effectiveness of “calls to action”

Specificity of the scientific proof was an issue; more “hard evidence” about risks of environmental exposures was desired.

Overall, mothers wanted a clear, explicit message about potential risks before making changes in their lives. Feedback helped in re-designing the three messages. Revised messages will be tested further and widely distributed.