1. Oral Care Access Scholar Project Summary: Planning for an Effective Culturally Competent Media Campaign in the Bronx, Washington Heights and East Harlem Presentation by Ella M. Oong DMD MPH Geriatric Fellow and Dental Public Health Resident Harvard School of Dental Medicine Boston, MA

2. Outline Introduction to Presenter Project Description Operational Concerns Questions and Answers

3. Project Description Specific Aims Problem Analysis Background Methods Product

4. Specific Aims To develop the media component of a strategic communications action plan addressing the prevention and early detection of oral cancer for minority population in New York State utilizing social marketing techniques To develop evaluation criteria for the effectiveness of the media campaign on the target population; and To develop impact evaluation criteria for the influence of the media campaign on media distributors.

5. Problem Analysis Each year more than 30,000 new cases of oral cancer are diagnosed. One American dies from oral cancer every hour. In the US, more than one-half of all oral and pharyngeal cancers are diagnosed in the later stages

6. Problem Analysis Minority Health Disparities Five year survival rate for Black males is only 32 % while the rates for Whites is 50% Oropharyngeal cancer deaths for Black or African American males are 4.5 deaths per 100,000 and 2.9 deaths per 100,000 for Whites Only 6 % of adults who have reported having had an oral cancer examination were Latino or Hispanic while 12% of those adults were White

7. Background Oral Health America & ADA Campaigns Prior to 2001 Focus on tobacco cessation and specifically spit tobacco use Use of celebrity figures such as Cal Ripkin, Jr. September 2001 Oral cancer awareness campaign Features attractive female tongue and states“Don’t let it grow up to be oral cancer” Social marketing with OralCDx

8. Background New York Oral Cancer Consortium Bilingual website (www.oral-cancer.org)www.oral-cancer.org Consumer hotline Collaborative partnership with WABC-TV Prior media campaign experience in Massachusetts Oral Cancer Partnership Target audience: males, ages 50 to 70, underserved Radio PSA

9. Methodology Characterizing target audience Primary and secondary review Identify other culturally competent media campaigns Segmentation by ethnicity, age, knowledge and attitudes toward health Identify resistance points and an apt behavior change theory Establishing production team flow dynamics Coordination of complimentary activities among New York Oral Cancer Consortium members Leveraging New York State Department of Health resources Designing media plan

10. Product Media campaign plan which will be a component of a larger strategic communications action plan

11. Operational Concerns Cultural competence Process evaluation Language capacity Tension between academic and community interests Provider training versus population needs

12. Questions and Answers

13. Acknowledgements The Santa Fe Group and the American Dental Trade Association for support in this endeavor

14. Oral Care Access Scholar Project Summary: Planning for an Effective Culturally Competent Media Campaign Regarding Oral Cancer in New York State Presentation by Ella M. Oong DMD MPH General Practice Resident Montefiore Dental Center At Jacobi Medical Center Bronx, NY