1. Outline El Cancer nos Afecta a Todos, Nuestro Genoma….. Link and inform the Latino community in the United States Communication Strategy How? Programs What? Science and Health

2. Link Latinos Educational and Informational Resources Better Quality of Life! Mission

3. Partnership Development How?

4. Communication Strategy Direct Grassroots Mass Media How?

5. Daily radio capsules Newspaper columns Website Toll-free information and referral 800-number Communication Strategy Spanish-Language Mass Media

6. Acceso Hispano Línea de Ayuda Bilingual 1-800 Toll-Free Help-line Callers receive information about topics explored in the radio broadcasts Receive referrals to organizations providing additional information and services

7. El Cancer Nos Afecta A Todos A Latino Education Campaign on Breast and Colorectal Cancer Awareness and Prevention Alicia Santiago, Ph.D. CDC/CCHP/NCCDPHP Atlanta - January 28-29, 2008

8. Goal To educate Spanish-dominant Latinos about cancer prevention and early detection Project Description A 5-year project that will use an awareness - knowledge - action model to engage low-income Latinos in learning about breast and colorectal cancer awareness and early detection

9. Specific Aims 1.Increase awareness of breast and colorectal cancer 2.Develop, implement, and disseminate a mass media and direct community outreach campaign* 3.Build broad support for the project through partnerships* 4.Evaluate the effectiveness of the campaign in raising cancer awareness, knowledge and promoting positive behavior change

10. Desired Outcomes Raise awareness and increase knowledge and understanding about cancer predisposition and risks Counter misconceptions about cancer Encourage cancer-screening behavior Initiation and maintenance of cancer preventive behaviors Increase participation in cancer clinical trials

11. Program Components (“in the air” and “on the ground” outreach) Radio Segments Helpline Acceso Hispano Línea de Ayuda Mobile marketing Acceso Hispano Website Newspaper columns Conciencia Local and National Outreach “on the ground”

12. Evaluation Front-end - to explore target audiences’ existing knowledge, attitudes, beliefs and behaviors with respect to breast and colorectal cancer Formative - to provide iterative feedback for revisions and refinement of intervention while project development is underway Summative - to determine the impact of specific project components and approaches to supporting follow-up actions

13. El Cancer Nos Afecta A Todos SELF RELIANCE FOUNDATION 1201 CONNECTICUT AVE., NW, SUITE 700 WASHINGTON, DC 20036 TEL.202.496.6051 FAX.202.496.6041 WWW.ACCESOHISPANO.ORG