Preventing Chronic Disease | Innovative and Community-Driven Communication Practices of the South Carolina Cancer Prevention and Control Research Network - CDC
Innovative and Community-Driven Communication Practices of the South Carolina Cancer Prevention and Control Research Network
Daniela B. Friedman, PhD; Heather M. Brandt, PhD, CHES; Darcy A. Freedman, PhD; Swann Arp Adams, PhD; Vicki M. Young, PhD; John R. Ureda, DrPH; James Lyndon McCracken, MA; James R. Hébert, ScD
Suggested citation for this article: Friedman DB, Brandt HM, Freedman DA, Adams SA, Young VM, Ureda JR, et al. Innovative and Community-Driven Communication Practices of the South Carolina Cancer Prevention and Control Research Network. Prev Chronic Dis 2014;11:140151. DOI: http://dx.doi.org/10.5888/pcd11.140151.
The South Carolina Cancer Prevention and Control Research Network (SC-CPCRN) is 1 of 10 networks funded by the Centers for Disease Control and Prevention and the National Cancer Institute (NCI) that works to reduce cancer-related health disparities. In partnership with federally qualified health centers and community stakeholders, the SC-CPCRN uses evidence-based approaches (eg, NCI Research-tested Intervention Programs) to disseminate and implement cancer prevention and control messages, programs, and interventions. We describe the innovative stakeholder- and community-driven communication efforts conducted by the SC-CPCRN to improve overall health and reduce cancer-related health disparities among high-risk and disparate populations in South Carolina. We describe how our communication efforts are aligned with 5 core values recommended for dissemination and implementation science: 1) rigor and relevance, 2) efficiency and speed, 3) collaboration, 4) improved capacity, and 5) cumulative knowledge.
The Cancer Prevention and Control Research Network (CPCRN) is a national network of academic, public health, and community partners working collaboratively to reduce the burden of cancer, especially among disenfranchised and medically underserved populations (1). The mission of the CPCRN is to accelerate the adoption of evidence-based strategies for cancer prevention and control in communities through increased understanding of the dissemination and implementation (D&I) process. Dissemination is “the targeted distribution of information and intervention materials to a specific public health or clinical practice audience” (2,3). Implementation uses “strategies to adopt and integrate evidence-based health interventions and change practice patterns within specific settings” (3). Public health interventions are more effective when they expand beyond specific, isolated health-related behaviors to consider the broader social, contextual, and policy changes in the environment in which the interventions are being conducted (4,5).
The main goals of the South Carolina CPCRN (SC-CPCRN) are to disseminate, implement, and evaluate public health programs and interventions to address cancer-related health disparities, and to engage community partners and stakeholders to increase the cancer prevention and control evidence base with the intention of increasing cancer screenings, physical activity, and access to and consumption of healthful foods among high-risk and disparate populations (6,7). To achieve these goals, the SC-CPCRN collaborates with the National Association of Community Health Centers, the South Carolina Primary Health Care Association (SCPHCA), and federally qualified health centers (FQHCs). Through established partnerships with our target audiences and these stakeholders, the relevance of our efforts is strengthened (6) leading to improved health outcomes (7,8). Our community-based participatory research (CBPR) approach increases the validity and relevance of our work, ultimately providing all stakeholders with valuable information about strategies and programming for improving health and reducing cancer-related health disparities (9–12). Few interventions have employed multiple communication channels and marketing strategies that have proven effective at improving knowledge and behaviors (13,14).
We present the innovative communication efforts being conducted and evaluated by the SC-CPCRN for improving overall health and reducing cancer-related health disparities among high-risk and disparate populations across the state, in particular within African-American and rural communities. We describe how our efforts are aligned with Glasgow and colleagues’ 5 core values recommended for D&I science (2):
Three initiatives from our research are described: 1) visual representation of geospatial mortality-to-incidence ratio (MIR) and health outcomes data, 2) integrating a farmers market intervention within an FQHC’s clinical system, and 3) creating a documentary film about an FQHC-based farmers market. All research with human subjects was approved by the University of South Carolina’s institutional review board.
This work was supported by the SC-CPCRN under cooperative agreement no. U48DP001936 from the Centers for Disease Control and Prevention (Prevention Research Centers) and the NCI, and by an Established Investigator Award in Cancer Prevention and Control from the Cancer Training Branch of the NCI (K05 CA136975, Hébert). The content is solely the responsibility of the authors and does not necessarily represent the official views of the Centers for Disease Control and Prevention or the NCI.
Corresponding Author: Daniela B. Friedman, PhD, University of South Carolina, Arnold School of Public Health, Cancer Prevention and Control Program, 915 Greene St, Suite 235, Columbia, SC. Telephone: 803-576-5641. E-mail: firstname.lastname@example.org.
Author Affiliations: Heather M. Brandt, Swann Arp Adams, James Lyndon McCracken, James R. Hébert, University of South Carolina, Columbia, South Carolina; Darcy A. Freedman, Case Western Reserve University and the Prevention Research Center for Healthy Neighborhoods, Cleveland, Ohio; Vicki M. Young, South Carolina Primary Health Care Association, Columbia, South Carolina; John R. Ureda, Insights Consulting, Inc, Columbia, South Carolina.