Development of a tailored interactive colorectal cancer screening intervention for Latinos Free

B33

Hispanics in general report low rates of Colorectal Cancer screening (CRCS) and CRCS utilization among Hispanics living along the Texas-Mexico border is particularly low. The aim of this study was to develop a tailored interactive multimedia intervention (TIMI) to increase CRCS among Hispanics living along the Texas-Mexico Border. We conducted formative research using qualitative and quantitative methods to understand CRCS behavior in our priority population. Our findings indicated that most participants had never been screened, were unaware of CRCS and had misconceptions about colorectal cancer and CRCS, as well as several barriers to screening. We found that most participants spoke only Spanish and many were illiterate. The findings also revealed that individuals varied in their stage of change for adopting screening and included persons in two levels of a precontemplation stage (unaware CRCS, and aware of CRCS) and in a contemplation stage. We used the Transtheoretical Model as the overarching theoretical framework and Intervention Mapping to guide the development of the program. The program includes soap opera style vignettes and tailored interactive educational segments with graphics and audio elements. All components were designed to encourage screening and facilitate decision-making about screening options using culturally appropriate and appealing messages. The program will be delivered by lay health educators.