Download Outreach Strategies: Reaching African American Men in

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 Manager
Montgomery 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 19972001 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 Strategies
Suggested 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 Strategies
Strategy # 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.
INFORM
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!!
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 Strategies
Strategy # 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 process
Culture
Family/Work Life
Economic 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.
Outreach Strategies
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.
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
[email protected]
[email protected]
Success doesn’t come to you...you go to it !!
Marva Collins, African American Educator
We Thank You!