Encouraging Health Promotion and Disease Prevention In Minority Communities Using Communication and Technology Mediums

Background:   The Morehouse School of Medicine Prevention Research Center (MSM PRC) and their Community Coalition Board (CCB) recognized a need to improve the health communication, marketing, and media tools used to disseminate progressive and culturally appropriate approaches to health promotion and disease prevention. This led to the establishment of the Communications and Technology (CommTech) Committee.

Program background:  CommTech was established as a joint effort of MSM PRC faculty and staff persons and CCB members, representing neighborhoods, agencies, and academic institutions. The purpose of CommTech is to advance the scientific knowledge in the field of prevention in African American and other minority communities using innovative health communication, marketing, and media strategies.

Evaluation Methods and Results: 

CommTech has instituted monthly e-health factsheets, disseminated electronically to all community partners and their residents, on critical health issues plaguing minority communities. CommTech has also established a MSM PRC/CCB Facebook page. This social media site is used for health promotion and to connect residents to needed resources, which includes connecting community residents to doctors or public health practitioners for detailed heath information and referring community residents to organizations like the Centers for Disease Control and Prevention, American Heart Association, and the American Cancer Society for health information. Additionally, this social media site allows the MSM PRC to obtain feedback on health promotion outreach; community residents can provide comments and opinions on the e-health factsheets and community health events. CommTech introduced an organized system to handle requests for MSM PRC and CCB marketing materials for training opportunities and community events. CommTech is currently developing a website, which will inform community residents of events, trainings, volunteer opportunities. It also  will serve as a mechanism for obtaining feedback and input on research and evaluation initiatives. CommTech uses the MSM PRC radio broadcast, Community Health Connections, (a platform to educate minority communities on identified health priorities) to promote health initiatives and community health events.

Conclusions: 

CommTech is using communication tools and technologies to educate minority communities on health and wellness.

Implications for research and/or practice:  CommmTech  recognizes that it is imperative to encourage health promotion and disease prevention in minority communities using innovative health communication, marketing, and media strategies. CommTech provides opportunities for the community to participate in decisions regarding the content, format, platform, and the delivery of health information; this is achieved through bidirectional sharing of creativity and expression of ideas. Further, it allows the community to have a say in what is being developed by playing a part in the decision making process. Historically, minority communities, especially African American communities had a sense of distrust towards healthcare professionals; however, CommTech allows CCB members and community residents to develop a trusting working relationship when developing targeted communication and technology strategies and tools that promote health and well-being in communities. CommTech increases the knowledge of CCB members and community residents by educating them on the benefits of using social media tools and how these tools can be used as a vehicle for health behavior change in their communities.