Crystal Y. Lumpkins

Promoting Healthy Behavior from the Pulpit: Clergy Share Their Perspectives on Effective Health Communication in the African American Church

African Americans continue to suffer disproportionately from health disparities when compared to other ethnicities (ACS 2010; CDC 2007). Research indicates that the church and the pastor in the African American community could be enlisted to increase effectiveness of health programs (Campbell et al. in Health Edu Behav 34(6):864–880, 2007; DeHaven et al. in Am J Public Health 94(6):1030–1036, 2004). The objective of this study was to investigate African American pastors’ perceptions about health promotion in the church and how these perceptions could serve as a guide for improving health communication targeting African Americans. Semi-structured interviews with African American clergy revealed that pastors feel strongly about the intersection of health, religion and spirituality; they also believe that discussing health screening and other health issues more frequently from the pulpit and their own personal experiences will ultimately impact health behavior among congregants. This study suggests that African American clergy see themselves as health promoters in the church and believe this communication (i.e., pastor-endorsed health information materials) will impact health behavior among underserved and minority populations.

Marketing a Healthy Mind, Body, and Soul: An Analysis of How African American Men View the Church as a Social Marketer and Health Promoter of Colorectal Cancer Risk and Prevention

The Centers for Disease Control and Prevention ranks colorectal cancer (CRC) as the third most commonly diagnosed cancer among men in the United States; African American (AA) men are at even greater risk. The present study was from a larger study that investigates the church’s role as a social marketer of CRC risk and prevention messages, and whether religiously targeted and tailored health promotion materials will influence screening outcome. We used an integrated theoretical approach to explore participants’ perceptions of CRC risk and prevention and how promotion messages should be developed and socially marketed by the church. Six focus groups were conducted with men from predominately AA churches in the Midwest. Themes from focus group discussions showed participants lacked knowledge about CRC, feared cancer diagnosis, and feared the procedure for screening. Roles of masculinity and the mistrust of physicians were also emergent themes. Participants did perceive the church as a trusted marketer of CRC but believed that promotional materials should be cosponsored and codeveloped by reputable health organizations. Employing the church as a social marketer of CRC screening promotion materials may be useful in guiding health promotions and addressing barriers that are distinct among African American men.

Employing the Church as a Marketer of Cancer Prevention: A Look at a Health Promotion Project Aimed to Reduce Colorectal Cancer Among African Americans in the Midwest

Health promotion programs designed to address colorectal cancer disparities among African Americans are increasing. Unfortunately, this group still shoulders a disproportionate mortality burden in the United States; these numbers are also reflective of colorectal cancer (CRC) disparities in the Midwest. The purpose of this study was to extrapolate results from in-depth interviews and brief surveys on the effectiveness of the church as a social marketer of CRC-prevention messages. Results show that pastors believe the congregation has limited knowledge about CRC risk and prevention; they also believe the church can improve cancer-prevention communication among members and those affiliated with the church.

Spreading the Gospel of Good Health: Assessing Mass Women's Magazines as Communication Vehicles to Combat Health Disparities Among African Americans

A burgeoning interest and curiosity in spirituality and religion among the general and minority populations in the United States has led many health communication scholars to consider the implications these factors have on communicating health risk. Mass magazines, a popular source of health information among women and minorities, are well positioned to reach these targeted audiences and assist health communicators achieve their communication objectives. However, results from this pilot study suggest these vehicles are largely untapped channels to disseminate this type of culturally targeted health information. Content analyses of consumer mass magazines reveal Essence, an ethnic magazine, does incorporate some spiritual and religious factors; however, general readership magazines do not. Given the current spiritual landscape, health communicators can utilize not only ethnic magazines but also other womens mass magazines as health promotion channels to communicate health risk among African American women.

A Prescription for Internet Access: Appealing to Middle-Aged and Older Racial and Ethnic Minorities Through Social Network Sites to Combat Colorectal Cancer

ABSTRACT The popularity and usage of social media networks or SNS (social networking sites) among American Internet users age 50 and over doubled between 2009 and 2010 and has steadily climbed. Part of this increased access may be the result of older adults who are living with a chronic disease and are reaching out for online support. Colorectal cancer (CRC) risk is among those concerns, particularly among middle-age and older minority populations where disparities exist. This exploratory study investigates information seeking behavior related to cancer factors (e.g. testing for colon cancer, cancer fatalism) and current social media usage among racial and ethnic minority groups (African American and Latinos) and Whites age 50 and older. The secondary data from the 2012 Health Information National Trends Survey (HINTS) was analyzed to compare these populations. Results show that African Americans and Latinos were only slightly more likely to use social network sites to seek out cancer information compared to Whites. However, Whites were more likely to use the Internet to seek health information compared to African Americans and Latinos. In this sample, Whites were also more likely to be informed by a physician about CRC testing (p <.01). Whites were also more fatalistic about CRC (p<.001) and more likely to have self-reported receiving a positive diagnosis (p <.001). Implications of this study suggest that use of both traditional health information sources (physician) and the Internet (social media networks, Internet sites) have increased among older Americans and can serve as critical channels for cancer information and education.

Abstract A42: A community of cancer communicators: The influence of a collaborative faith-based social marketing project to address CRC risk and prevention among African American church populations

African Americans have the highest colorectal cancer (CRC) mortality and morbidity rates when compared to all other racial and ethnic groups in the United States (ACS, 2014). Faith-based health promotion interventions and programs targeting this population have shown effective however cancer disparities remain; in some cases the cancer mortality gap is widening among African American men (Jemal et. al, 2010). Strategic health communication programs that engage and include the consumer in a collaborative communication process can help to address and eventually break down barriers that contribute to health disparities (Kreps, 2006). The present study aimed to investigate the influence of socially marketed cancer communication materials in predominately African American churches in the Midwest and how these materials impacted colorectal cancer screening with a FIT (fecal immunochemical test) kit. African Americans between the ages of 45 and 79 (n=163) from six churches participated in the study. Churches were randomized as clusters in a 2-arm design. Cluster randomization was based on location in the metropolitan area and also the congregation size. Intervention churches (3) received culturally and religiously targeted communication materials from church personnel who were either a registered nurse, other medical professional (e.g. CNA) or who were affiliated with health initiatives at the church. Control/comparison churches received standard CRC screening education by non-church personnel. The pilot intervention occurred at intervention churches over a 5-6 week period that began with a workshop presented by the church to educate and inform participants about CRC risk, prevention and screening with a FIT kit. In subsequent weeks the church marketed additional materials to participants that were sponsored, created and disseminated by both the church and university researches. Comparison churches received standard CRC communication materials (Centers for Disease Control and Prevention) that were available via a brief informational session. Other communication materials included general health information about diet, exercise and heart disease. Preliminary results suggest there is no significant difference of impact between standard vs. targeted CRC communication on screening with a FIT kit. Participants in this sample perceived the church and university researchers as important communicators of colorectal cancer risk and prevention. Participants in both arms trusted the information and perceived that communication materials were created and delivered by either the church and/or researchers even in the case they were not. In addition, those who had little knowledge about CRC screening completed the FIT kit for the first time or were willing to screen again if they were not up to date. The trust in the church and also its affiliation to trusted researchers suggests that individuals in this sample have positive perceptions and attitudes toward CRC screening. The lack of knowledge about CRC risk and also tests were modified following church-led workshops and informational sessions. Participants, particularly males, were also more willing to screen for CRC if their pastor or church leader screened for the disease. The partnership and thus delivery of any type of education by Faith Based Organizations and researchers has the potential to impact screening rates and also screening behavior. Citation Format: Crystal Lumpkins, Daniel Nwachokor, Adam Blackstock, Adrinne Blackstock, Broderick Crawford, Lynn Miller, Israel B. S. Groves, Jr., K. Allen Greiner, Chris Daley. A community of cancer communicators: The influence of a collaborative faith-based social marketing project to address CRC risk and prevention among African American church populations. [abstract]. In: Proceedings of the Eighth AACR Conference on The Science of Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; Nov 13-16, 2015; Atlanta, GA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2016;25(3 Suppl):Abstract nr A42.