Using mass media communication for health promotion: results from a cancer center effort

Administrators at a cancer center initiated a program they hoped would reduce exposure to the sun, and therefore the incidence of skin cancer. They also hoped for association of the value of the program with their institution. Research measuring the impact of the program showed that it reached more than one million individuals in three cities, and that awareness of the program was associated with behaviors expected to reduce the risk of skin cancer. In its home city, the program was associated with the sponsoring hospital by 22 percent of those who said they were familiar with it; association in other cities was significantly lower.

The Under Cover Skin Cancer Prevention Project. A community-based program in four Texas cities

BACKGROUND

Although behavioral research has contributed much to our understanding of tobacco use and the development and evaluation of theory-based prevention strategies, the increasing incidence of nonmelanoma skin cancer continues to receive far less, but deserving, attention.

METHODS

The Under Cover Skin Cancer Prevention Project represents a unique community awareness and education program that utilizes media partners in four Texas cities to disseminate ultraviolet (UV) radiation readings four times daily, along with education and behavioral change messages. Designed to change knowledge and attitudes about ultraviolet radiation exposure while promoting risk-reduction strategies, the program includes UV solar meters linked via telephone modem to provide continuous monitoring of UV exposure.

RESULTS

Telephone survey results conducted during the summers of 1992 and 1993 (n = 1200 and 400, respectively) are part of a trend analysis study designed to access knowledge, attitude, and belief variables. Findings reveal that the general public, while knowledgeable of the sun's dangers, are less likely to practice prevention because of peer pressure and social norms favoring a tanned, "healthy" look. Trend data indicates that the media partner concept is an effective means for creating community awareness.

CONCLUSIONS

Community-based programs utilizing media partners along with interventions that address issues of social norms and peer pressure appear to be effective strategies for increasing skin cancer prevention strategies among the general population. Long term, theory-based intervention strategies designed to test this media-based approach with a case-control, longitudinal design are needed.

Cancer control at the workplace: the Working Well Trial

BACKGROUND. Few research studies have been conducted on cancer prevention and control at the workplace. This article presents an overview of the largest worksite cancer control trial in the United States--The Working Well Trial--conducted in 114 worksites by four study centers, a coordinating center, and the National Cancer Institute. The trial's organizational structure, research design, dependent measures, and theoretical model for intervention are described. Special features of the trial include using the worksite as the unit of randomization, intervention, and evaluation and a theory-driven conceptual model of intervention that places emphasis on individual and organizational targets for change, uses the transtheoretical stage of change model to guide a sustained 2-year multiple risk factor intervention, and makes use of volunteer resources within the worksite to reduce cost, increase participation, and improve tailoring to individual needs. The trial will have a potential impact on over 25,000 workers. CONCLUSION. The issues raised in this overview have implications for the evaluation and dissemination of cancer prevention and control programs to defined populations.

A Model Program for Teaching Nurses Breast Assessment and Cancer Screening

The increasing incidence of breast cancer in the United States is well documented in the literature. Associated with this rise is a need for additional health care providers who are well versed in the detection of early breast cancer and who are dedicated public advocates of self-examination skills. To meet this challenge, approximately 300 nurses throughout the U.S. and Europe have attended a course designed at M.D. Anderson Cancer Center during the past decade. This article provides an overview of the program, including demographic data describing nurses who completed the course during 1989.