PHEN National Rally Against Prostate Cancer

Community Outreach Strategies: Reaching African American Men in

Montgomery County “Reaching Out and Working Together”

Presenters:Tonia Lewis RN

Oncology Liaison/Prostate Case ManagerMontgomery County Cancer Crusade

Montgomery General Hospital

What do you see?

Who is African American?A person who has origins in any of the Black racial groups of Africa.

This definition includes:Native-born Black Americans

Africans

Haitians

Residents of non-Spanish-speaking Caribbean Islands of African descent (e.g. Jamaica)

Residents of Spanish-speaking Caribbean Islands of African descent (e.g. Cuba, Puerto Rico, Dominican Republic)

African American Men vs. Cancer

Leading Incidence of Cancers in Males: Prostate, lung and bronchus, colorectal, kidney, and oral cavity.

Prostate cancer is the single most diagnosed cancer among African American men. Prostate is the second leading cause of cancer death in African American men behind lung cancer.

African American men have a 20% higher incidence rate and a 40% higher death rate from all cancers combine than white men! In Maryland, the Prostate cancer death rate was 71.7% for 1997-2001 which is higher than the national average of 70.4%.

The Montgomery County Cancer Crusade/Montgomery General Hospital has developed an outreach program specifically targeting African American men which provides education and screening for prostate, colorectal, and oral cancer. Treatment is provided for the uninsured and/or low income clients.

How Many Men Will Get Prostate Cancer?

The American Cancer Society estimates that there will be about 218,890 new cases of prostate cancer in the United States in

2007. About 27,050 men will die of this disease.

What Are Some Barriers To Reaching This Population?

Mistrust of the Medical System

Racial/Ethnic Discrimination

Lack of Accessibility

Lack of Insurance

Indifference

Disrespect

Late Diagnosis= DEATH!

Outreach Strategies Strategy # 1:

Familiarity with Target Community

Educators should be familiar (and preferably a part of) the communities they are trying to reach.

People who are known, trusted, and accountable will be more effective and more believable when discussing cancer outreach with community members.

Outreach StrategiesSuggested Steps for Strategy #1

Use easy to understand language. In some cases this may be using the

community’s first language. Example: Haitians (French/Spanish speaking)

Involve people from the community and community leaders.

Find ways to develop collaboration and encourage ownership in the outreach program.

Example: Assisting with planning health fairs, block parties, HOPE parties. Men’s retreat, choirs, poker games and sports events.

Outreach Strategies

TIP: If you are not from the racial/ethnic group you wish to outreach to, it is critical that you develop meaningful partnerships with those communities/groups.

MEET THE NEEDS OF THE COMMUNITY/GROUP

NOT YOUR OWN!!!!!!!!

Outreach StrategiesStrategy # 2:

Addressing Important Concerns and Perceptions

One-on-one contact is the best way to educate African American men.

Provide prostate cancer screening in a group setting. Most men are comfortable in a supportive group setting. Women and children provide the best support in helping to get the message to men.

Providing culturally-appropriate educational materials, that reflect the community your working with is essential.

Outreach Strategies

Suggested Steps for Strategy #2

Make sure you do not judge someone's values if they are different from your own. Find ways to present information that complement the values someone holds.

Discuss the details of the screening/procedures and encourage questions. Use VISUALS, i.e. models, displays, pictures, videos, etc.

Address risks and costs in a frank, open, and honest way. Don’t forget to discuss INFORMED CONSENT!!

INFORM

Outreach Strategies

Suggested Steps for Strategy #2

Stress the importance of early detection to the men and how it relates to their family.

Stress the importance of equal access to the healthcare system. Each person has the right to know and understand every option available with regard to his health care.

Your RIGHTS!!

Outreach Strategies

TIP: LEAVE YOUR ASSUMPTIONS, PREJUDGEMENTS, and PREJUDICES AT THE DOOR. FOCUS ON THE TASK AT HAND!

Outreach StrategiesStrategy # 3: Key Points for Outreach and Education

Avoid disrupting home and work schedules when conducting education or outreach activities.

Those conducting education and outreach must find ways to present cancer information that complement the values of people in the community, for example:

Person’s decision-making processCultureFamily/Work LifeEconomic Concerns

Education and outreach strategies should stress the importance of equal access and self-empowerment. “Each person has the right to know and understand every health

care option available.”

Outreach Strategies

Cancer education and screening must be explained in a respectful and easy to understand, addressing people’s fears, beliefs, values, concerns, risks and benefits.

The outreach team must ensure that the informed consent process reflects the risks and benefits of the screening.

TIP: Involving family, community members, and culturally competent staff are some ways to successfully achieve participant’s informed consent.

Outreach Strategies

Suggested Steps for Strategy #3

Conduct outreach where African American men gather. i.e. fraternities, barbershops, lodges, civic groups, poker games, sporting events, community centers, churches, shelters, etc.

Recruit extra staff to assist with outreach event.

Ex. Filling out paperwork

Provide meals and giveaways/incentives that are appropriate for the audience.

Suggested Steps for Strategy #3

Provide a one-stop shop, offer a variety of health services. Ex. Blood pressure screenings. (Gateway to other screenings).

Suggest incorporating evening and weekend hours to accommodate this population.

Outreach Strategies

References

www.cancer.gov

www.acs.org

www.familiesusa.org

Now, what do you see?

Contact Information

Tonia Lewis, RN

240-777-1852 Office

410-925-1700 Cell

tonia.lewis@montgomerycountymd.gov

tonialewis49@verizon.net

Success doesn’t come to you...you go to it !!

Marva Collins, African American Educator

We Thank You!