Evaluation of a Community-Based Intervention to Increase Breast Cancer Screening and Early Detection Among Low-Income, African American Women

Theoretical Background and research questions/hypothesis: Breast cancer is diagnosed at a later stage among African American women, thus timely mammography screening may be important in reducing disparities in mortality. We evaluated a multimedia, pilot-campaign to increase awareness of breast cancer screening and utilization of no-cost mammography services provided by the National Breast and Cervical Cancer Early Detection Program (NBCCEDP) among African American women in Savannah and Macon, Georgia. 

Methods: Using breast cancer survivor testimonials on radio stations with wide African American listenership (Black radio), the African American Women and Mass Media (AAMM) pilot campaign was launched in July 2008 in Savannah and Macon, Georgia.  Savannah fielded a community-based component as well.  Columbus, Georgia was used as a control site. Following the year-long campaign, receipt of mammograms among African American women in the three sites was evaluated using routine data collected by Georgia on the number, and outcomes, of screening mammograms delivered to low-income, uninsured or underinsured women through the NBCCEDP. 

Results: In Savannah, the number of mammograms/month averaged 129 in the first 7 months of the campaign among African American women and increased to an average of 176 in the final months of the study; an increase of 36%.  In Macon, monthly increases were not statistically significant.  No change was observed in the control site. 

Conclusions:  Our findings reveal the potential value of using Black radio combined with a focused community-based print campaign to reach African American women with public health messages, affect changes in knowledge, awareness, and behavioral intent, and potentially help reduce racial/ethnic health disparities.

Implications for research and/or practice:  Radio stations that target African American audiences (“black radio”) reach a national African American audience daily, making black radio an ideal medium for health promotion and disparities reduction in the African American community.