Addressing Cultural and Tribal Issues in Breast Cancer Education

Part of a Special Series on Health Communications in Native American Populations

Breast cancer is the second-leading cause of cancer death among Native American women. These women have the lowest cancer-screening rate, and the worst five-year cancer survival rate, of all ethnic groups. Yet, if current cancer-screening recommendations were followed, researchers estimate there would be a 30% reduction in deaths from cancer among Native American women.

Previous studies have found Native American health decisions are influenced by cultural and tribal beliefs and identity factors, and that a campaign theme of “connecting to nativeness” is a promising approach. A preliminary test of this premise resulted in development of a prototype educational DVD with 50 Sacramento-area Native American women, utilizing culturally sensitive material and interactive multimedia technology to promote breast cancer risk reduction.

Successful indicators of the preliminary test were followed with necessary script revisions and content development for a more comprehensive DVD with 100 American Indian women in California participating.

Key Activities:

Researchers testing the efficacy of this intervention:

Determined what specific strategies and methods most effectively integrate NA traditional beliefs and values with Western medicine to inculcate awareness and involvement in breast cancer risk reduction behavior.
Explored whether one intervention strategy will reap similar results across different Native American tribes in California.
Researched whether an interactive DVD format is a viable delivery channel for breast health and breast cancer risk reduction information for Native American women.

Results:

Progress exceeded original aims and expectations. A contact list was compiled of over 175 tribes and tribal organizations expressing interest in participating in future longitudinal studies on behavior change for health benefits; a council member designed an authentic American Indian Ribbon of Life which was reproduced and distributed throughout the state and beyond; and awareness of and interest in the project has been greatly enhanced throughout California.

Industry:

Healthcare

Primary Communications Discipline:

Public Relations

Organizations Involved:

Turtle Health Foundation, Inc. (an American Indian nonprofit organization in Sacramento) and UC Davis Cancer Center

Campaign Dates:

2005 – June 1, 2007 (project report); June 2, 2007 - ongoing

For More Information:

California Breast Cancer Research Program initial grant award abstract 2006 Cycle 12 http://www.cabreastcancer.org/research/PageGrant.asp?grant_id=4763
Bio-medicine July 24, 2009 article “Culture May Help Raise Breast Cancer Death Rate for American Indians” http://www.bio-medicine.org/medicine-news-1/Culture-May-Help-Raise-Breast-Cancer-Death-Rate-for-American-Indians--52681-2/
Synthesis, U.C. Davis Spring-Summer 2006 newsletter article “Mother’s Wisdom” http://www.ucdmc.ucdavis.edu/Synthesis/issues/spring_summer_06/features/outreach.html

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