 
Grant Money Will Fight Breast Cancer in African-Americans |
A study now under way will develop and test a customized communication system to encourage mammography and fruit and vegetable intake among 1,500 African-American women from 10 urban public health centers in St. Louis. Dr. Matthew W. Kreuter, associate professor of community health in behavioral science and health education at the School of Public Health, received a four-year, $1,399,395 grant in May from the National Cancer Institute for a project titled, "Cultural Tailoring for Cancer Prevention in Black Women." The National Cancer Institute recently supplemented the original grant with an additional $527,665, bringing the total amount awarded to $1,927,060.
"Most health education materials available in doctors' offices and clinics are very generic," Kreuter said. "But people won't read what doesn't interest or apply to them. With tailored communication, we can create booklets and pamphlets for one specific person, based on characteristics that are unique to that person. We do this by using new computer technologies that collect data from individuals and use it to customize educational and behavior change materials."
Many cultural groups perceive generic cancer prevention materials as unattractive, irrelevant or unclear. This is especially true when the unique characteristics of these groups have not been thoughtfully considered in planning and developing the materials. Some determinants of cancer-related behaviors differ significantly by ethnicity. Therefore, addressing culturally based beliefs and values can enhance program and material effectiveness.
"This study will break new ground by assessing and addressing culturally relevant factors in a population of urban African-American women, to promote mammography and dietary change," Kreuter said.
In the study, Kreuter is examining four cultural variables found to be prevalent in urban African-American populations and related to health behaviors: religiosity (church attendance, prayer, spirituality, belief in God as a causal agent), collectivity (a strong connection to family), ethnic identity (ethnic pride, racial attitudes) and perception of time (being oriented toward the present rather than the future).
"Our hope is that the magazine we design and distribute will speak specifically to the women at these health centers and motivate them to take steps to improve their health," Kreuter said.
Kreuter also is the director of the Health Communication Research Laboratory at Saint Louis University, where he has developed more than a dozen tailored print communication programs addressing cancer-related behaviors and a range of other health outcomes.
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