1. Background: One key task of the Community Outreach and Translation Core (COTC) of the Breast Cancer and the Environment Research Centers (BCERC) is to develop public health messages translated from the published biology and/or epidemiology research from the BCERC. These messages are designed to educate young girls and women about the role(s) of specific environmental stressors in breast cancer and how to reduce exposures to those stressors. Objective: Develop a communication campaign that will disseminate research from the BCERC biology projects, promote the BCERC web site and encourage behavior change. Work Performed: COTC of the Bay Area Breast Cancer and the Environment Research Center contracted a social media company, OneWorld Communications (OWC), to create an ad template based on BCERC research that would encourage smart choices regarding exposure to environmental factors and healthy lifestyle to reduce the risk of breast cancer. Each COTC selected one message based on published research from their biology project as follows: Bay Area, radiation; Michigan State, PFOA; Fox Chase, BPA; and Cincinnati, Windows of Susceptibility. The COTCs worked together to provide input for each message, ensure consistent presentation of the template, and create message content with a 9 th grade maximum reading level. Results: The key outcome of this collaborative project is the series of four professional, scientifically accurate messages created for the priority target audience of mothers with young daughters. This project also showcases the transdisciplinary nature of the BCERC, as COTC members collaborated with each other and with biologists across the four center sites to create appropriate messages. Background: One key task of the Community Outreach and Translation Core (COTC) of the Breast Cancer and the Environment Research Centers (BCERC) is to develop public health messages translated from the published biology and/or epidemiology research from the BCERC. These messages are designed to educate young girls and women about the role(s) of specific environmental stressors in breast cancer and how to reduce exposures to those stressors. Objective: Develop a communication campaign that will disseminate research from the BCERC biology projects, promote the BCERC web site and encourage behavior change. Work Performed: COTC of the Bay Area Breast Cancer and the Environment Research Center contracted a social media company, OneWorld Communications (OWC), to create an ad template based on BCERC research that would encourage smart choices regarding exposure to environmental factors and healthy lifestyle to reduce the risk of breast cancer. Each COTC selected one message based on published research from their biology project as follows: Bay Area, radiation; Michigan State, PFOA; Fox Chase, BPA; and Cincinnati, Windows of Susceptibility. The COTCs worked together to provide input for each message, ensure consistent presentation of the template, and create message content with a 9 th grade maximum reading level. Results: The key outcome of this collaborative project is the series of four professional, scientifically accurate messages created for the priority target audience of mothers with young daughters. This project also showcases the transdisciplinary nature of the BCERC, as COTC members collaborated with each other and with biologists across the four center sites to create appropriate messages. Translating BCERC Findings into Usable Information: Developing Four Messages for Dissemination Authors: Janice Barlow 1, Kami Silk 2, Ann Hernick 3, Donna Duncan 4, Chuck Atkin 2, Katie Brown 5, Janet Osuch 2 1 Zero Breast Cancer, 2 Michigan State University, 3 Breast Cancer Alliance of Greater Cincinnati, 4 Linda Creed Breast Cancer Foundation, 5 University of Cincinnati 1.Marshall, R. J., Bryant, C., Keller, H., & Fridinger, F. (2006). Marketing social marketing: getting inside those big dogs’ heads and other challenges. Health Promotion Practice, 7(2), 206-212. 2.Nelson, D.E., Hesse, B.W. Croyle. Making Data Talk: Communicating Public Health Data to the Public, Policy Makers and the Press. Oxford University Press, 2009. This work was conducted within the Breast Cancer and the Environment Research Centers, and supported by grant numbers UO1 ES/CA012771, 012800, 012801, and 012770, from the National Institute of Environmental Health Sciences (NIEHS) and the National Cancer Institute (NCI), NIH, DHHS. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the NIEHS or NCI, NIH. 1.Marshall, R. J., Bryant, C., Keller, H., & Fridinger, F. (2006). Marketing social marketing: getting inside those big dogs’ heads and other challenges. Health Promotion Practice, 7(2), 206-212. 2.Nelson, D.E., Hesse, B.W. Croyle. Making Data Talk: Communicating Public Health Data to the Public, Policy Makers and the Press. Oxford University Press, 2009. This work was conducted within the Breast Cancer and the Environment Research Centers, and supported by grant numbers UO1 ES/CA012771, 012800, 012801, and 012770, from the National Institute of Environmental Health Sciences (NIEHS) and the National Cancer Institute (NCI), NIH, DHHS. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the NIEHS or NCI, NIH. The COTC wants to gather scientific feedback on these messages at this annual meeting. Attached to this poster board is an envelope with a survey form. Please take a few moments to complete the survey. We will use the results of this survey to further develop the messages. The messages will be tested with the target audiences in early 2010. After final fine-tuning of messages based on feedback and message testing, the messages will be included in a communication campaign related to the BCERC and breast cancer risk reduction. You wouldn’t let your daughter ride without a helmet. Don’t let her get unnecessary radiation. Medical imaging helps us save lives but it is important that girls are exposed to the smallest amount of radiation during infancy, childhood and adolescence when the developing breast is more susceptible to radiation exposures. Studies have demonstrated a link between a girl’s exposure to radiation during childhood and her risk of developing breast cancer later in life. To avoid unnecessary radiation exposure, you can carefully evaluate the benefits and risks of each x-ray, CAT scan or other medical radiation with your doctor and dentist. Discuss whether alternative exams with less radiation exposure are appropriate for your child. Make sure your daughter is properly shielded during radiation. Seek out facilities accredited by the American College of Radiology that use “child-sized” radiation reduction techniques. Lastly, keep a record of your child’s medical imaging exams. Exposing girls to too much radiation increases the risk of breast cancer later in life.  Explore social marketing strategies to disseminate selected findings from BCERC research.  Engage in a cross-center COTC collaborative project.  Develop a process for developing and disseminating key messages based on BCERC research that is inclusive and transdisciplinary.  Develop four public health messages, one from each center, based on published research from BCERC biology projects.  Promote the BCERC web site and encourage behavior change.  Explore social marketing strategies to disseminate selected findings from BCERC research.  Engage in a cross-center COTC collaborative project.  Develop a process for developing and disseminating key messages based on BCERC research that is inclusive and transdisciplinary.  Develop four public health messages, one from each center, based on published research from BCERC biology projects.  Promote the BCERC web site and encourage behavior change. Bisphenol A (BPA) is a chemical used in plastic consumer products such as water bottles, sports bottles and baby bottles, usually, but not always, marked by a “7” in the recycling symbol. It is also used to coat metal products such as food cans and bottle tops. Going green is good for your health The Breast Cancer & Environment Research Centers are finding that BPA affects changes in breast cells in rats which may increase the risk of developing breast cancer later in life. BPA may play a role in developing breast cancer. Not using plastic can do more than save the environment - it may reduce the chance of developing breast cancer. Learn about products that contain BPA AbstractObjectives Next Steps References The Breast Cancer and the Environment Research Centers (BCERC) were formed to study the effects of early environmental exposures on mammary development and potential breast cancer risk. This transdisciplinary research includes biology studies, a multi-site, prospective epidemiology study and Community Outreach and Translation Cores (COTC). One key task of the COTC is to develop public health messages translated from the published biology and/or epidemiology research from the BCERC. These messages are intended to:  Inform the public on how environmental factors influence the onset of puberty, and how the onset of puberty may affect the risk of developing breast cancer later in life.  Motivate young girls and their families to adopt lifestyle behaviors and avoid environmental exposures known to influence the early onset of puberty. The COTCs have collaborated to translate BCERC research findings into influential health messages for dissemination to primary and secondary audiences. The messages are designed to inform personal decision-making. Communication campaigns using social marketing techniques are an accepted method for impacting societal attitudes, increasing knowledge and influencing social and behavioral change. Five basic principles distinguish social marketing from other social and behavioral change approaches: 1 1)reliance on marketing’s conceptual framework 2)segmentation of populations into distinct subgroups 3)focus on target audiences and formative research to understand consumers’ needs and desires 4)willingness to modify the product to meet consumer needs and wants 5)careful, continuous monitoring and revision of program activities We will use a social marketing approach as the key strategy to create social marketing techniques that aim to decrease long-term risk for breast cancer. The Breast Cancer and the Environment Research Centers (BCERC) were formed to study the effects of early environmental exposures on mammary development and potential breast cancer risk. This transdisciplinary research includes biology studies, a multi-site, prospective epidemiology study and Community Outreach and Translation Cores (COTC). One key task of the COTC is to develop public health messages translated from the published biology and/or epidemiology research from the BCERC. These messages are intended to:  Inform the public on how environmental factors influence the onset of puberty, and how the onset of puberty may affect the risk of developing breast cancer later in life.  Motivate young girls and their families to adopt lifestyle behaviors and avoid environmental exposures known to influence the early onset of puberty. The COTCs have collaborated to translate BCERC research findings into influential health messages for dissemination to primary and secondary audiences. The messages are designed to inform personal decision-making. Communication campaigns using social marketing techniques are an accepted method for impacting societal attitudes, increasing knowledge and influencing social and behavioral change. Five basic principles distinguish social marketing from other social and behavioral change approaches: 1 1)reliance on marketing’s conceptual framework 2)segmentation of populations into distinct subgroups 3)focus on target audiences and formative research to understand consumers’ needs and desires 4)willingness to modify the product to meet consumer needs and wants 5)careful, continuous monitoring and revision of program activities We will use a social marketing approach as the key strategy to create social marketing techniques that aim to decrease long-term risk for breast cancer. The COTC of the Bay Area Breast Cancer and the Environment Research Center contracted with an advertising, marketing and public relations company, OneWorld Communications (OWC), to develop a strategy and presentation template for disseminating public health messages based on BCERC research findings. These messages are targeted to the primary audience of parents and caregivers who have girls 6 to 12 years of age. The secondary audience includes others who guide the development of these girls such as teachers, counselors and sports coaches. The purposes for developing these messages are to: 2  Increase knowledge: provide audiences with factual information from BCERC findings and other evidence-based research to increase understanding, which may not be of immediate use. Example: Windows of Susceptibility message.  Instruct: inform audiences what steps they might take to improve their health. Example: Radiation message.  Facilitate informed decision making: share information in an unbiased and understandable manner to allow audiences to make decisions based on their understanding of the information. This is used when there is a lack of scientific consensus on a specific topic. Example: Going Green and PFOA exposure messages. The template developed by OWC (pictured to the right) includes the following components: Attention grabbing key message Storyline which would describe major conclusions based on review and synthesis of the science. 2 Supportive Research/Educational Information Call to Action with a website to seek additional information. Each COTC selected one message based on published research from the biology projects as follows: Bay Area, radiation; Michigan State, PFOA; Fox Chase, BPA; and Cincinnati, Window of Susceptibility. The COTC of the Bay Area Breast Cancer and the Environment Research Center contracted with an advertising, marketing and public relations company, OneWorld Communications (OWC), to develop a strategy and presentation template for disseminating public health messages based on BCERC research findings. These messages are targeted to the primary audience of parents and caregivers who have girls 6 to 12 years of age. The secondary audience includes others who guide the development of these girls such as teachers, counselors and sports coaches. The purposes for developing these messages are to: 2  Increase knowledge: provide audiences with factual information from BCERC findings and other evidence-based research to increase understanding, which may not be of immediate use. Example: Windows of Susceptibility message.  Instruct: inform audiences what steps they might take to improve their health. Example: Radiation message.  Facilitate informed decision making: share information in an unbiased and understandable manner to allow audiences to make decisions based on their understanding of the information. This is used when there is a lack of scientific consensus on a specific topic. Example: Going Green and PFOA exposure messages. The template developed by OWC (pictured to the right) includes the following components: Attention grabbing key message Storyline which would describe major conclusions based on review and synthesis of the science. 2 Supportive Research/Educational Information Call to Action with a website to seek additional information. Each COTC selected one message based on published research from the biology projects as follows: Bay Area, radiation; Michigan State, PFOA; Fox Chase, BPA; and Cincinnati, Window of Susceptibility. Background Methodology Learn more at www.bcerc.org Learn more about how to minimize your daughter’s exposure to radiation. Learn more at www.bcerc.org Supportive Research/ Educational Information Call-to-action Storyline Action-grabbing Key Message Template Healthy girls become healthier women. It starts with a girl’s Body Mass Index (BMI), which measures body fat. The Breast Cancer and Environment the Research Centers are discovering that girls with high BMI are exposed to more estrogen, which accelerates the onset of puberty, leading to a higher risk of breast cancer in later life. Delaying puberty by just one year reduces breast cancer risk 4% to 9%! Help girls reduce their risk by having the right weight. It’s another great reason for girls to eat a low fat, high fiber diet and be physically active. Learn more at www.bcerc.org Help your daughter have a healthy weight. A high Body Mass Index (BMI) may lead to early puberty, increasing the risk of breast cancer later in life. A higher weight when she’s younger means higher risk of breast cancer when she’s older. Breast cancer may start earlier than you think Puberty is the major period of growth for the breast, or mammary gland. It is a normal phase of development when a child’s body matures into an adult body. Puberty presents a unique window of susceptibility when exposure to certain things such as chemicals in the products we use, radiation and/or high fat diets may effect how the breast develops. These exposures to the developing breast may lead to an increased risk of breast cancer later in life. It is important to research this critical time period in young girl’s lives. That is what the Breast Cancer and the Environment Research Centers (BCERC) are all about. Together we can learn how to make healthier choices. The breast develops during puberty, so exposures during this window of susceptibility may increase the risk of breast cancer later in life. Learn more at www.bcerc.org PFOA (Perfluorooctanoic Acid) is a man-made chemical found in our environment. PFOA is used to produce some non-stick cookware, food packages, and stain-resistant fabrics. Studies find PFOAs can increase the risk of certain types of cancer in mice. The Breast Cancer and the Environment Research Centers are finding that PFOAs can affect breast development in mice, so researchers are concerned that early life exposure to PFOAs might affect breast development in girls. Scientists are still seeking answers about how PFOA may impact the risk of breast cancer later in life. In the meantime, one wise precaution is to reduce your daughter’s exposure to PFOA. Find out which products are made with PFOA Reduce exposure to items produced with PFOA. Do these household products pose a risk of breast cancer? Learn more at www.bcerc.org