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