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

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.