es tiempo unihealth 2014 presentation
TRANSCRIPT
Es Tiempofor UniHealth
(It’s Time for UniHealth)A CERVICAL CANCER CAMPAIGN FOR
LATINAS AND THEIR FAMILIES
Lourdes Baezconde-Garbanati, PhD, MPH, Co-Director, Patient Education and Community Outreach Center,
Norris Comprehensive Cancer Center and IPR, PM
A Unique Partnership Lourdes Baezconde-Garbanati Sheila Murphy Paula Amezola Vickie Cortessis Laila Muderspach Robert Haile Mariana Amatullo Elisa Ruffino Stephen Grubber Janet Villarmia Students and interns USC/Art
Center
The Art Center, College of Design, Designmatters Program
Annenberg School of Communication and Journalism
Patient Education and Community Outreach Center and The Auxiliary, Norris Comprehensive Cancer Center
Institute for Health Promotion and Disease Prevention Research, Department of Preventive Medicine, Keck School of Medicine of USC
Clinica Monsenor Cesar Romero
Community-Based Participatory and Culturally Centered Research Model
Establish Academic/Community PartnershipsAssess Community Readiness to Engage
Define Community PrioritiesProgram Planning, Implementation
Evaluation with Communities from Conceptualization Through Every Step of the Research Process
Building/Sustaining RelationsLinking to new partnerssocial and cultural norms,
Community InputCultural Values
Cultural Beliefs,Cultural Communication
Community Assets Knowledge, Attitudes Community Resiliency
Culturally and Language Specific Prevention
Culturally based Population Outreach, In-reach,
Within- reach
Academic Partner Community Partner
Capacity Building Increase capacity to engage communitiesIncrease Cultural andCommunity CompetencyBuild Academic partner competencyBuild community competency
Rationale for Intervening on Cervical Cancer Among Latinas
Hispanic women have the highest incidence and mortality rates of cervical cancer in the U.S.
HPV vaccination rates are among the lowest in the country.
Even when women vaccinate their children, they do not always comply with all dose vaccinations
Mortality and Vaccination Rates
Cervical cancer mortality rates among Hispanic women are significantly high (3.4 deaths per 100,000) in comparison to non-Hispanic White women (2.5 deaths per 100,000).
Percent of 13-17 year old girls who have received all HPV vaccine shots in Los Angeles County (2011)L.A. County: 19.8%
White: 30.3%Asian/Pacific Islander: 22.4%Black: 19.2%Hispanic: 16.2%
Statement of the ProblemThere are very effective means of preventing or
treating this cancerRates of cervical cancer in Hispanic women are
predicted to double or triple if we do not intervene soon
MethodologyStudents from the Art Center were trained on cervical
cancer issues with Hispanic women, including visits to LAC+USC Medical Center
A series of meetings were held addressing the issues and needs in the community
Formative research took place via 12 focus groups A culturally focused and language appropriate educational
campaign was produced and tested
Results:What Do Women Want?
Women need to know where clinics are located.Women can’t afford to take a day off from work
to go to a clinic.Women need reminders.
SOLUTION #1: Create a reminder system
THE BIG IDEA: exploit the Jacaranda tree’s annual bloom.
Logo conveys two main messages When it blooms, it’s time to schedule your Pap.
When it blooms, It’s time to get your HPV vaccine.
designattractive, memorable, and flexible
postersin stores, and at bus shelters and workplaces
SOLUTION #2: Provide maps and graphics to local free and low-cost
clinics
Create associations of campaign log with going in for screening and HPV vaccination during April - June
graphicsLabeling clinics that offer low-cost Peps and low to no cost vaccination for boys and girls
Way Finders pictures
Picture of women at bus stop
Picture of Es Tiempo on Buses
Pictures of Es Tiempo at Caltrain station
SOLUTION #3: create a meaningful incentive system; one that can
compensate women for lost wages or child-care expenses.
VISA gift carddistributed at workplaces, shops, libraries
SOLUTION # 4: create a compelling fundraising program.
o.p.i. colorsBuy “Es tiempo” colors: profits pay for Pap tests
Next Steps Secure funding partner to implement and
evaluate the campaign
How Es Tiempo fits with the Unihealth Mission and goals
Potential for Implementation with Community Partners, Clinics and
OrganizationsPartners:SC Clinical Translation Science
Institute (CTSI) – Office of Community Engagement and our Patient Education and Community Outreach Partners we have the potential for outreach to 185 clinics
Expand the reach of our NIH funded campagin on HPV vaccination
LA County + USC we can serve one million ambulatory care patients, 39,000 in patients with 1000 residents supplied in part by USC
East Los Angeles Area: Boyle Heights and East L.A. (9 clinics)
Northeast Los Angles, Pasadena, Glendale, Burbank (13 clinics)
Southeast Los Angeles (25 clinics)
Central/South LA Pico Union (39 clinics)
San Gabriel and Pomonona Valley (6 clinics)
San Fernando and Antelope Valley areas (31 clinics)
South Bay/Long Beach (18 clinics)
West Los Angeles (11 clinics)
Los Angeles County Department of Public Health (27 clinics)
L.A. County Hospitals (6 clinics)
Promising ResultsTested the Campaign at Clinica Monsenor
RomeroResults of testingReady for Implementation and Evaluation
Seeking Funds to Implement and Evaluate
Campaign Experimental design Phase in approach Add clinics by geographic
areas Depending on funding
determine reach of campaign
Conduct process and impact evaluation
Assess outcomes at participating clinics
Measures of success Increase in HPV
vaccination rates at clinics
Increase in Pap test screenings at clinics
Numbers of materials distributed
Numbers of women and families reached
Create female products with theme, logo and Es Tiempo colors
Budget
Jacaranda treesare found around the
world
Other Potential Projects