Abstract A18: Understanding effective cancer communication in African American communities

Purpose: The aim of this research was to explore factors associated with effective cancer prevention and control communication to African Americans.

Methodology: As part of the Meharry Community Networks Program (CNP) needs assessment, a series of focus groups were conducted at community health centers located in Nashville, Chattanooga, and Memphis. African American men and women representing low-income urban communities participated in 54 focus groups. The focus groups used semi-structured, open-ended questions to examine beliefs about cancer prevention and control information.

Results: Participants frequently expressed the need for ongoing education in the African American community to encourage increased participation in cancer prevention and control activities. Also, they believed that there could be a variety of approaches in improving access to and effectiveness of cancer information. For example, fear of cancer might be lessened if the sources of cancer-related information included both health care providers as well as cancer survivors. Additionally, cancer communication could be applied in several settings, targeting specific audiences at both the individual and community levels. For instance, channels of communication thought to influence African Americans included existing social networks, such as neighborhood and civic organizations, and churches. African American media outlets, namely radio and television, were also viewed as credible suppliers of relevant cancer information.

Conclusion: African Americans exhibit diverse perceptions of disease and illness at both the individual and community level. Effective cancer communication strategies are those that use research to identify the information needs and the relevant information pathways of targeted audiences. Greater efforts need to be expended in understanding and operationalizing such approaches in African American communities.