Catalyst for Change and Communication The Barbershop: Catalyst for Change and Communication

Why We Must Be Concerned 1 in every 6 men get Prostate Cancer 1 in every 4 Black men get Prostate Cancer Latinos have the 3rd highest incidence rate Blacks and Latinos are diagnosed at advanced disease stages at a 144% greater rate than whites The 5 year survival rate for Blacks and Latinos is worse than for whites and getting worse Black men die at a rate 240% higher than whites

…and Be Concerned Even More Prostate Cancer Rates: 1997 - 2001 (per 100,00) Incidence Mortality Location Whites Blacks U.S. 171.2 274.3 28.8 70.4 New Jersey 189.7 286.0 31.5 67.3 Maryland 177.6 239.0 34.6 71.7 Illinois 160.5 220.3 33.6 69.7 Mississippi N/A 43.2 79.4 Georgia 159.6 248.7 38.0 79.2

…and Be Concerned Even More Prostate Cancer Incidence: 1997 - 2001 (per 100,00) Location Whites Blacks U.S. 158.0 248.2 New Jersey 189.7 286.0 Essex County 232.5 342.9

….and More Age-adjusted Incidence : 1998 - 2004 est. 7,386 7,493 7,549 1999 2000 2001 2002 2004 est Total cases - NJ 7,386 7,493 7,549 7,602 7,719 7,930 Essex County all 639 663 712 834 762 777 Essex County Black 251 291 287 364 280 309

The Problem in Perspective African American women have the highest mortality from ages 30-84 Source - NJ Office of Cancer Control and Prevention

The Problems Don’t Stop There Blacks have a greater incidence of High Blood Pressure than any other group Diabetes affects Blacks more than any other The risk of Stroke is greater for Blacks Smoking-related diseases occur more often among Blacks than other groups Heart Disease affects Blacks, Hispanics and Asian-Americans more than whites African-American men have a higher rate of Chronic Liver Disease 70% of reported cases of Tuberculosis is among minority communities The vast majority of Blacks and Hispanics do not seek treatment for Enlarged Prostates or Erectile Dysfunction

The Challenge: Addressing the Problem How do we reach the men Medical centers – limited participation Sporting events – screening not a priority Church – not universal attendance THE BARBERSHOP!! – every man goes to one

Why the Barber / Barbershop Historic community place of socialization and sometimes medical care Traditional role as opinion shaper in the community Reaffirmed during the ’60’s as center for positive community action Continuing source of information and place for verbal interaction Emerging function as outreach center for community health information Important new role as lay health motivator and liaison with local medical centers

Promotional Objectives Validate roles of: the barber as key opinion leader and the barbershop as community information center Establish on-going relationship between the local medical centers and barber shops Enhance disease risk awareness for the general public Increase patient education of treatment options to create empowerment Reduce the disparity in minority healthcare

Program Elements Identification of barbershops, by the hospital, in the medically underserved neighborhoods Training session for selected barbers by the hospitals Follow-up in-shop education by hospital/community outreach workers Awareness/Education brochures and CD’s for all barbershops and health facilities Referral system for shop customers to appropriate local health facility for screening Free prostate cancer screenings by key hospital in each market, and follow-up care if needed

Creating a New Network The Prostate Net Community Sponsors National Medical Ass’n. Core Distribution: 80,000+ Website visits/month 1,200 Patient Support Group Leaders 1,000+ Public Health Workers ~ 6,000 Medical Oncologists > 400 Urological Specialists Sponsors American Medical Ass’n. Participating Medical Centers National Ass’n. of Barber Boards of America Community

Screen, Educate, Elevate(SEE): Partner Plan To effectively relay our message, we will partner with: State and Community Service Agencies: NJCEED, NJ-CCCP, CHIPs, LINCS ACS, South Jersey Breast Cancer Coalition Healthcare Providers in target counties Medical centers FQHCs Personal Service and Faith-based partners National Beauty Culturists League African American Women’s Clergy Association Local chapters of National organizations in direct contact with the target population: Sisters Network National Black Women’s Health Project African American sororities

Case History FIT NOW: The Bronx, NY An Integrated community intervention built around a local Government initiative to change negative health impacts for its constituency: - Corporate and political partnerships - Comprehensive intervention plan - Awareness - Diet and Exercise - Participation in healthcare system www.fitnowbronx.com/index.htm

Create “Heroes” Meet James Saw information in his barbershop He came to Newark for a Health Fair On HIS BIRTHDAY!! Wanted to give himself the BEST present The Gift of Life!!

What’s the Payoff? Information conduit for the medical community Increased service for the client community Enhanced leadership profile for the Med Ctr. Better service interaction between communities Increased Med Ctr. traffic/revenue/market share Increased Clinical Trial accrual Barber satisfaction in being an agent for change

The New Paradigm

Initial Program Expense 2006 Budget Estimate (based on seven month core “demonstration” program) Cost Category Initial Program Expense All Market Increment Web Portal Development $40,000 Website modifications 9,000 Call Center Expense 21,000 $15,000 800 Telephone Line 12,000 Patient Educational Brochure 25,000 8,000 Training Manuals 29,000 Health Advocate Manual Posters / Counter Cards 10,000 Media Placement expenses 14,000 Travel and Training Expense 16,000 3,000 Shipping / Postage 2,200 800 Incentives / Premiums 27,000 6,000 Program Coordinator 28,000 18,000 Totals $245,200 $58,800

The real voyage of discovery consists not in seeking new landscapes but in having new eyes. - Marcel Proust