Year Showcased

2005

Participant

Mary Harris, Ph D

BioTechnical Communications

5920 Roswell Road, Building B107, PMB 190
Atlanta, GA 30328

Phone: (404) 252-9871

Fax: 404-252-6654

E-mail: marysh@earthlink.net

Company Web Site: www.journeytowellness.com

About the P.I.

Dr. Mary Harris received her bachelor degree in biology with a minor in chemistry. She obtained her Ph.D. in molecular biology from Cornell University, with postdoctoral training in molecular biology from Univ. of Medicine & Dentistry of New Jersey. Dr. Harris began her professional career as director of a community based genetics screening program, followed by a media fellowship from the National Science Foundation. Dr. Harris went on to become the Director of a statewide genetics testing and services program, and on to establish her own consulting company in technical communications. As President of BioTechnical Communications, Dr. Harris has produced award winning television and radio programming about health issues that impact minorities and the elderly. She has won numerous awards for her accomplishments in business and in her community.

Research Team & Affiliations

• CNN Radio Network;

• National Public Radio (NPR)

Project Number

R44CA91481-03

Project Title

Culturally Targeted Health Information Network

Total Budget (Phase I/II/supplements)

$900,000

Abbreviated Abstract

The goal of the project is to develop a culturally targeted information network, using radio in combination with the Internet, which educates African-American adults about cancer and motivates them to take actions that will improve their understanding and their chances of surviving cancer. To achieve this goal, BioTechnical Communications, Inc. (BTC) developed a syndicated radio program that covered a series of cancer-related issues—specifically as they impacted African-Americans. The radio program—Journey To Wellness –reached approximately 1.5 million African-American households. A radio program related web-site was also developed to expand the reach of information presented on the radio program. The combined communications vehicles were evaluated using real-time broadcasts along with the web site over a period of several months. Survey methodology was used to evaluate the impact of these combined media on cancer-related attitudes, knowledge, behaviors. To further expand the reach of the original radio programming content, a radio program based patient education tool was also developed (audio-brochures) and evaluated for its effectiveness in community health centers that serviced southern rural African-American populations that did not have access to the radio program.

Research Objectives

Aim1:

To develop a culturally targeted health information network (Network), using radio in combination with the Internet that 1) Educates African-Americans about cancer and 2) Motivates African Americans to take actions to improve their understanding of cancer and their chances of surviving this disease.

Evaluate three cancer-related topics using survey methodology to determine the impact of the Network on a panel of African-American adult’s perceived susceptibility to colon and breast, cancer

Aim2:

Select and prepare technical content for each cancer topic

Aim3:

Produce radio broadcasts and record on CD

Aim4:

Evaluate three cancer-related topics using survey methodology to determine the impact on cancer knowledge, screening practices and behavioral intentions

Aim5:

Implement research plan; review, analyze, and summarize

data from surveys.

Theory/Hypotheses

Health Belief Model

Experimental Design

Pre/post intervention surveys; formative research—focus groups

Final Sample Size & Study Demographics

African Americans 40 to 60 years of age; 500 participants –

300 women; 250 men

Data Collection Methods

Surveys—Phase II; focus groups (Phase I)

Outcome Measures

• Perceived susceptibility to colon and breast cancers;

• Increase in cancer knowledge; screening practices and behavioral intentions

Evaluation Methods

For each cancer-related segment tested, a panel of 500 people was recruited to participate in a series of interviews designed to evaluate that segment, together with the corresponding Internet content. Participants were divided into four groups for each of the cancer-related segments to be evaluated: Group 1a (test) –125 people were randomly assigned to listen to a CD of the Journey To Wellness radio program. Group 1b (test) –125 people were randomly assigned to visit the Internet site and review specific material on that site which relates to the cancer-related broadcast. Group 1c (test) –125 people were randomly assigned to perform both of the above tasks – to listen to the cancer-related segment, and to visit the Internet site and review the related material. Group 2 (control) –,125 people will be randomly assigned to participate as controls in the study. These people were not exposed to the cancer-related programs nor to the Internet site. To maintain comparability of sample participants, Group 2 respondents were asked to perform a task similar to that performed by Test Group 1a – they will be asked to listen to a different health-oriented CD of radio broadcast that did not have cancer-related programming, at similar dates and times as Group 1a. Responses to a series of questions designed to determine the impact of the cancer-related segments and/or the Internet site on the study’s objectives were compared between Group 1a, Group 1b, Group 1c and Group 2.

Participation (for each panel of 500 respondents) involved completing the following sequence:

• the initial interview

• performing the assigned task(s)

• completing a second interview within 2-3 days after the listening And/or Internet visit has taken place, and

• finally, completing a third interview four months after the second interview.

Research Results

• Participants in the group that listened to the colon cancer radio broadcast-only or those in the group that listened to the radio broadcast and visited the web-site (broadcast/internet) increased significantly their knowledge about the risks and realities of cancer.

• Intervention groups were three times more likely to have an appointment at the second follow-up than at the first. The Internet-only group was 15 times as likely to have an appointment.

• Participants in the control group were less likely to have an appointment when compared to three treatment groups.

• Between follow-up interviews, the radio broadcast/Internet group members talked with family or friends about colon cancer at three times the rate of other Intervention groups.

• Close to 92 % of radio broadcasts intervention participants said they would listen to a similar radio show, if it existed.

• 42% of Internet-only breast cancer intervention participants reported using the website to investigate other health issues. Sixty-three percent of those who visited the JTW web site indicated an interest in listening to the JTW radio-broadcast.

Barriers & Solutions

Barrier: Pre-empted by emergency broadcasting/special programming; reschedule; Solution: distribution of programming on CD

Product Name & Description

Product Name: Journey to Wellness Radio Broadcast and “audio brochures”

Product Description:

N/A

Product Type

Radio Program/CD

Product Cost Info

Product Cost:

Contact Company

Product Image:

Audience (user)

African American radio listeners (adults)

Settings (community)

Home/car/office radios; home/office computer

Awards

• Atlanta Medical Association Media Award – 2003 & 2004

Peer Reviewed Publications

None at this time

Presentations

• Abstract: APHA annual meeting, Nov, 2005, Philadelphia, PA. “Effective radio and web-based cancer education for older African-American adults"

Press Releases

N/A

Organizations / Consortium Worked With During Project

NPR National Public Radio Network

Patent, License, Trademark

All radio content copyrighted

Commercial Collaborations / Actual Purchasers

Johnson Products (Johnson & Johnson)

Societal or Research Contribution / Success Story

Established an audience for health programming targeted to minorities listening to the public radio network; was able to attract listeners from the African-American commercial audience; reinforced use of the internet as a complement to traditional radio broadcasting