Cervical Cancer-Free Kentucky: Utilizing Social Media to Enhance Demand for HPV Vaccination, Pap Testing, and Policy Change

Background: Kentucky has among the highest incidence and mortality rates of cervical cancer in the country, largely affecting rural, white residents. Kentucky is also distinctive in that there is a younger median age of cervical cancer development compared to most other states. The Cervical Cancer-Free KY Initiative (CCFKYI), composed of researchers at the University of Kentucky College of Public Health and College of Communications and Information Studies, has developed an innovated strategic approach to enhancing the demand for cervical cancer screening, vaccination, treatment, and policy change.

Program background: In January 2010, to support a state-wide "Rally Under the Capitol Rotunda," the CCFKYI launched its website,  http://www.cervicalcancerfreeky.org, Facebook, and Twitter integrated media efforts. The program also integrating its radio, television, print and billboard resources (using YouTube and other media platforms) to enhance dissemination of communication campaign activities. This presentation is designed to share insights into the CCFKY's actitivies to demonstrate the strengths and weaknesses of its integrated communications approach. 

Evaluation Methods and Results: Website traffic analysis, Facebook and Twitter analytics, and evidence from community-based media and marketing activities will be identified to present lessons learned, the scalability of these social media efforts moving from localized to state-wide efforts, and processes implemented that assisted in effectively managing integrated communication activities.

Conclusions:  The program was particularly successful in linking critical lead agencies (i.e. state leaders, community health departments, area development districts, grassroots community activities, and established non-profit organizations) interested in cervical cancer prevention, diagnosis and treatment to effectively communicate and develop a state-wide roadmap to cerivcal cancer prevention, diagnosis, and treatment-related policy concerns. Future research will consider ways of leveraging existing public stakeholders in networked social media environments to enhance communication flow between criticial lead agencies fighting to reduce the burden of cervical cancer with their public constituencies.

Implications for research and/or practice: This program will reveal several appreciable issues of interest to individuals seeking to leverage the power of social media and marketing efforts to effectuate the development of a broad-based coalition of individuals in critical lead agencies engaged in health communication. First, the presentation will detail off-line activities that led to sustained online connections between statewide partners and coalition members. Second, the presentation will identify how CCFKY is in the process of implementing novel strategies to enhance the demand for Website, social media, and other health communications thought to be crucial to long-term program sustainability.