1. Arkansas Cancer Coalition
Effectively Reaching Unscreened Audiences Using Social Media and Other Communication Tools
Miriam Karanja, Director of Programs, ACC
Cecil McDonald, Community Health Advocate, Mississippi County

2. Effectively Reaching Underserved Communities
What is the goal of the communication campaign?

3. Effectively Reaching Underserved Communities
Increase knowledge about colorectal cancer
Promote early detection and screening
Assist with high quality treatment

4. Effectively Reaching Underserved Communities
2. Describe your primary audience? (Demographics or Who):
Age, County/City/Zip Code, Education, Gender,
Household Status, Income Status, Insurance Status
Marital Status, Professional Status, Race, Others

5. Effectively Reaching Underserved Communities
Gender: Males (Primary), Females (Secondary)
County: Mississippi
Race: Minorities
Income: High rate of poverty/low to moderate income
Education: Lack of high school diploma/ limited education beyond high school.
Employment: High rate of unemployment
Work: Factory works and unskilled laborers
Insurance: Uninsured

6. Effectively Reaching Underserved Communities
3. Describe your primary audience? (Psychographics or Why):
Cultural history, health history, public health data,
Social media use, values, religious views, political views, others.

7. Effectively Reaching Underserved Communities
“Fix it when it’s broken”. E.g. When sick, for a job, when having a baby or when in an accident
Suspicious of the medical community
Males may prefer a female doctor
Need endorsement by a specialist
Will only listen to peers or an expert
Need an example of someone whose done it

8. Effectively Reaching Underserved Communities
4. Reaching Your Audience Directly or Indirectly:
Live, work, socialize, worship, entertainment
Health care provider, service providers,
Family, fairs, others

9. Effectively Reaching Underserved Communities
Handouts, Canvassing. Speaking at sporting events, ”Friday night lights”, night clubs, churches, civic events, marathons
Employment functions
News outlets – Radio, TV, social media, Twitter. Several stations in area KJAM, WDIA, K97
A letter from the CEO targeted to employees
Bid donation from the company to help with outreach

10. Effectively Reaching Underserved Communities
Billboards targeted to the group
Delivering a complex message in a simple way:
Who is delivering the message?
Local spokesperson with experts, doctors and other health care providers.

11. Effectively Reaching Underserved Communities
Radio talk shows with Q & A sessions, and also you must have someone to ask the “hard questions”.
Remember this is very personal information.
Have someone available to do a 1 on 1 out in the community and a doctor on the phone to establish creditability for the whole program.

12. Effectively Reaching Underserved Communities
5. Champions
Are there any individuals that can champion your cause by testifying?

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6. What materials would reach your audience?
Billboards, Earned (free) media, FIT Tests, Giveaways e.g. bags, magnets, pins, Letter from a CEO, Radio,
Social media, Television, Medical office slides
Testimony: Survivor and medical expert.
Observances

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7. Partners:
Who can you partner with to develop and implement your campaign?

15. Effectively Reaching Underserved Communities
Your organization
Church, civic groups, clubs
Government officials or local health units, state agencies.
Local businesses
Hospitals, health organizations and clinics
Cancer control: ACC, ACS, ADH, UAMS and others

16. Effectively Reaching Underserved Communities
8. Evaluation:
How will you evaluate the impact of your campaign?
What information will you collect?

17. Effectively Reaching Underserved Communities
Measure the impact of your campaign with a survey that has specific questions that will help you to rate your campaign.
The information collected should allow for improvements to increase outreach. This information should increase the screening, and testing results.

18. Effectively Reaching Underserved Communities
Survey your audience for an increase in knowledge.
How many males over 50 received submitted FIT tests to UAMS.
How many males over 50 received assistance in receiving treatment for CRC.

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9. Timeline:
Develop a timeline for developing, implementing and evaluating your campaign.

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Develop a detailed timeline broken into months and years
Detail activities including planning, implementation and evaluation
Build in sufficient time for revised activities.

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10. Budget:
Estimate the cost of implementing your campaign.

22. Effectively Reaching Underserved Communities
Budget items might include:
Materials
Radio spots
Booth fees
Printing costs
Social media posts
Postage, Others

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11. Demonstration: