Multicultural Media Outreach: Using An Integrated Approach to Raise Awareness about Cancer News and Information in Minority Communities

Background:  Incidence and mortality rates for specific cancers continue to decline due to increased screenings and education. However, minority groups still experience a disproportionate burden of cancer. Advances in media technology coupled with the decline in the traditional media landscape have led to an expansion of the role and size of minority media outlets in reaching minority communities.

Program background: With the diversifying U.S. population, rapid growth of ethnic media, and rising demand for culturally-relevant cancer information, the National Cancer Institute (NCI) recognized the need for an expanded and tailored approach to disseminate cancer news and information to minority communities.

Evaluation Methods and Results: This program implments evidence-based media-focus approaches to dissemination and outreach to minority communities.

Conclusions: The Multicultural Media Outreach team in the NCI Office of Communications and Education reaches out to the Hispanic/Latino, African American, American Indian, and Asian American communities using both traditional and social media approaches and through key partnerships.

Implications for research and/or practice: This presentation will provide an overview of outreach through multicultural media, discuss best practices and lessons learned for public health professionals, present examples of cancer communication to minority audiences using traditional and social media, discuss the importance of partnerships, and raise awareness about the educational resources that are available through NCI.