USA National Cancer Institute 5 A Day Program

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USANational Cancer Institute5 A Day Program

• Cancer Society of New Zealand
• August 11, 2004
• Lorelei DiSogra, Ed.D. R.D.
• Director National 5 A Day Program
• National Cancer Institute

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Reducing Health Disparities

• President Bush and Secretary of Health have made
  closing the gap in health disparities a top
  priority
• The unequal burden of disease in society is not
  just a scientific/medical challenge, it is a
  moral and ethical dilemma for country
• Call to Action

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NCIs 5 A Day Program Priorities

• Men Eat 9 A Day Campaign
• Reduce Health Disparities -African American
  Campaign
• Body Soul Faith-Based Initiative
• Communications
• Collaborations/Partnerships
• Increase availability of fruits/vegetables in
  schools

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Reducing Cancer Health Disparities African
American Men
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African American Campaign

• Faith-Based - National Dissemination of Body
  Soul Program
• Communications
• Radio, TV, Sports Celebrity Sportspersons
• African American Newspapers/Magazines
• Consumer Education Materials/Website
• Partnerships w/African American Civic, Health,
  Social Organizations

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Body Soul - Faith Based Program

• Program for African American churches that
  increases F/V consumption among church members
  10 years of research Four pillars
• 1) Pastor commitment
• involvement
• 2) Activities that promote
• healthy eating
• 3) Healthy eating environment
• 4) Peer counseling

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Body Soul Dissemination

• Dissemination to National Denominations
• Church of God in Christ
• Progressive National Baptist Convention
• National Black Catholic Congress
• Interfaith alliances
• Influential religious leaders
• White House faith-based conferences

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Partnerships with African American Organizations
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• Incorporating Men Eat 9 A Day materials into
  existing health wellness programs
• Promoting Body Soul to religious leadership and
  local interfaith alliances
• Implementing Healthy Eating Guidelines for NUL
  meetings/events/youth programs

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Media Buys - Urban Radio Stations

• ABC Radio/Urban Advantage Network
• Tom Joyner/Doug Banks shows
• 240 stations
• Radio messages
• - 30 vignettes with
• NCI Director,
• Dr. von Eschenbach
• - 30 creative Ads

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African American Newspapers and Magazines

• Eat Better, Live Better series
• by Terry Mason, M.D., FACS
• Monthly Advertorial - Paid
• 15 African American Newspapers
• Jet Magazine
• Religious Magazines

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Eat Better Live Better
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Jet Magazine
Read by 40 of all African Americans in the US
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Sports Celebrities - Ozzie Smith

• Radio Tour National Sports Shows
• ESPN (Mike and Mike)
• Jim Rome
• Doug Banks
• Murray in the Morning
• Tony Bruno
• Radio PSAs
• ESPN Sports Radio Ad

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African American Mens Brochure
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www.9aday.cancer.gov
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Evaluation

• Formative evaluation
• Baseline November 2002
• Follow-up November 2004