In early summer, the NCI Research to Reality Program issued a call for abstract inviting community members to share their experiences using new and social media tools in innovative and effective ways. The response was robust and we are delighted to present the second of a two-part series on Using New/Social Media for Cancer Control & Prevention Interventions.
Haley Justice-Gardiner from the LIVESTRONG Foundation will discuss a campaign launched to increase awareness and utilization of our bilingual resources for Hispanic/Latino cancer survivors and their loved ones, in response to U.S. Census Bureau data finding the Hispanic/Latino population to be the largest and fastest growing minority population. With the rapid increase in internet and social media usage among the Hispanic/Latino audience, viral outreach strategies were created that utilized our existing Facebook and Twitter accounts to connect with bilingual Hispanic/Latinos affected by cancer.
In her presentation, Amy R. Allen from the Mary Babb Randolph Cancer Center (MBRCC) will share the expanded efforts of the Bonnie’s Bus mobile mammography program at the West Virginia University MBRCC that extended beyond traditional outreach modalities to create an adaptive digital media campaign to expand awareness of the Bonnie’s Bus program and the need for breast cancer screening. In response to the success of the Bonnie’s Bus initiative online, other Cancer Prevention and Control programs at MBRCC are now on Facebook including the Appalachia Community Cancer Network and the WV Mountains of Hope Comprehensive Cancer Coalition.
Lastly, Kevin Linn will discuss how the Canadian Cancer Society used a lay-health promoter model in conjunction with social media, including a website, Facebook page, video clips, online news articles, and newsletters to facilitate health conversations with existing LBGTQ online groups and networks. The program was first, successfully implemented in Northern, First Nation, and South Asian communities and subsequently adapted for LGBTQ audiences; by collaborating via social media within well-established online communities the CCS is able to promote participation in cancer screenings in under/never served communities.
Justice-Gardiner, Allen, and Linn will share their perspectives on the best uses of social and new media and how they utilized lower resource cost social media, like Facebook or YouTube, for addressing the cancer needs of hard to reach populations. The final part of the webinar will be dedicated to Q&A and discussion and will offer an opportunity to engage with the presenters, and also to share your own experiences and thoughts.