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Applying Social Marketing Principles for Community-Based Cancer Screening Programs: Two Case Studies.

Simona C Kwon1, Julie A Kranick1, Nadia S Islam1

  • 1NYU Grossman School of Medicine, New York, NY, USA.

Health Education & Behavior : the Official Publication of the Society for Public Health Education
|March 18, 2025
PubMed
Summary
This summary is machine-generated.

Community-based participatory research and social marketing effectively engage minoritized groups in cancer screening. These culturally adapted strategies improve public health outreach for underserved populations.

Keywords:
cancercancer prevention and screeninghealth communicationshealth equitysocial marketing

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Area of Science:

  • Public Health
  • Health Disparities
  • Community-Engaged Research

Background:

  • Minoritized communities face significant health inequities across the cancer continuum.
  • Standard public health strategies often fail to reach or effectively serve these populations.
  • Culturally adapted, community-centered approaches are crucial for addressing these disparities.

Purpose of the Study:

  • To present an integrated approach using community-based participatory research (CBPR) and social marketing.
  • To demonstrate the effectiveness of this approach in engaging minoritized and underserved communities.
  • To inform future public health intervention research.

Main Methods:

  • Utilized participatory social marketing principles to culturally adapt evidence-based cancer screening programs.
  • Implemented two case studies in New York City: hepatitis B screening/vaccination for Korean and Chinese American immigrants, and breast/cervical cancer screening for Muslim women.
  • Focused on community-centered and culturally adapted processes.

Main Results:

  • Successfully engaged minoritized and understudied communities through culturally adapted interventions.
  • Demonstrated the utility of combining CBPR and social marketing for public health campaigns.
  • Showcased effective adaptation of cancer screening programs for specific ethnic and racial groups.

Conclusions:

  • Integrating social marketing and CBPR is a key strategy for effective public health campaigns.
  • This combined approach enhances reach and influence on health behaviors in marginalized communities.
  • Partnership with communities is vital for addressing social marginalization and historical under-service.