Learning Objectives for this Presentation:
By the end of the presentation, participants will be able to:
1) Acknowledge the Asian/Pacific Islander (API) population as at-risk for hepatitis B (HBV) and liver cancer.
2) Recognize the Jade Ribbon Campaign (JRC) as an effective health intervention model.
3) Partner with the JRC in the fight against HBV and liver cancer.


Background:
The JRC is a global health intervention model using media and outreach to target the high-risk Asian community to promote the prevention, early detection and treatment of HBV. The JRC is the first and only large-scale, multicultural HBV outreach campaign targeting APIs and builds visibility, credibility and familiarity by combining the glamour of mass media with the neighborhood accessibility of local outreach. The color Jade symbolizes good luck and longevity. Folded like the Chinese character for “people”, the Jade Ribbon symbolizes bringing the Asian and global community together to combat this silent epidemic. Prior to the JRC, conventional sources of health information did not specifically address the API community.


Setting:
API-dense areas


Population:
API community


Project Description:
The JRC includes a community-based component of local seminars for the public and healthcare professionals, health fairs, screening/vaccination programs, and working with hundreds of local community partners. The mass media component incorporates public service announcements in newspapers, television, radio, movie theaters and buses. JRC health information is offered on JRC website (5 languages), in free brochures (7 languages), powerpoint presentations, films, and a free physician's guide. Country-specific informational materials have also been produced in partnership with health agencies in China and the Philippines.


Results/Lessons Learned:
The JRC is an effective global intervention to promote HBV awareness and screening in the Asian community, and a strong motivator for HBV vaccination. The JRC has expanded across the country and the world, reaching the Asian community throughout California, Washington, Arizona, New York, Hawaii, and even the Philippines and China.