MIYO: Web-Based Communication Technology for Reaching Underserved Populations

Background: Make It Your Own, or MIYO, is a web-based communication technology that helps users create versions of evidence-based interventions for the specific populations they serve. Users “build” these materials by choosing from a menu of proven approaches recommended by the Guide to Community Preventive Services and customize them by choosing from a library of images, messages and designs. ¹ MIYO then renders their creations into electronic documents that can be printed, e-mailed, texted, used online or distributed in other ways to target audiences.

Program background:  Our team created MIYO in 2007 and has used it to promote HPV vaccination, participation in cancer clinical trials and use of tobacco quitlines in underserved populations.^2-5 Most recently, CDC funded our team (through the Prevention Research Centers’ Cancer Prevention and Control Research Network) to develop a MIYO system for its national Colorectal Cancer Control Program. This system launched in March 2011 and currently has 548 registered users from 390 different organizations in 47 states, the District of Columbia, and Canada.

Evaluation Methods and Results:  Six months after launching, we surveyed early adopters to find out how they were using the system and how it could be improved. Over a third of registered users responded to the online survey (n=54 of 138; 39%). More than half (55%) reported using MIYO to create resources targeted for a racial/ethnic group, most commonly Hispanics (20%), American Indians and Alaska Natives (13%) and African Americans (11%). Overall, 78% agreed or strongly agreed that MIYO was “easy to use”, 83% were satisfied with the quality of resources they created with MIYO, and 81% agreed or strongly agreed that they could use MIYO to create resources that are appropriate for their target audience. Since then, we have used a range of qualitative and quantitative methods – surveys, interviews, web analytics, data mining – to identify user uptake and trends.

Conclusions:  We have created, implemented and evaluated MIYO for multiple cancer control outcomes. Data suggests that MIYO is an effective communication tool for reaching priority populations. MIYO helps practitioners frame health messages in a context that is meaningful to recipients and enables them to better deliver information in a context that is salient to their population.

Implications for research and/or practice:  With our most recent data we have shown that there is a high level of demand for an expanded MIYO. In the first six months, the large majority of registered users were from CRCCP grantee agencies. After that, enrollment spread to partners of grantees, and other organizations not directly affiliated with CRCCPs. A fully developed MIYO system could improve the practice of health communication and dissemination of evidence-based resources. Not only would users be provided with a cost-effective resource but also with a higher-quality product targeted specifically to the needs of their communities.