PHEN National Rally Against Prostate Cancer Community Outreach Strategies: Reaching African American Men in Montgomery County

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PHEN National Rally Against Prostate
CancerCommunity 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

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What do you see?
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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)

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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.

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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.
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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!

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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.

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Outreach Strategies

• Suggested Steps for Strategy 1
• Use easy to understand language.
• In some cases this may be using the
  communitys 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. Mens
  retreat, choirs, poker games and sports events.

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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!!!!!!!!

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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.

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Outreach Strategies
INFORM

• 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. Dont forget to discuss INFORMED
  CONSENT!!

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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!!
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Outreach Strategies

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

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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
• Persons 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.

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Outreach Strategies

• Cancer education and screening must be explained
  in a respectful and easy to understand,
  addressing peoples 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 participants informed
  consent.

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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.

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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.

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References

• www.cancer.gov
• www.acs.org
• www.familiesusa.org

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Now, what do you see?
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Contact Information

• Tonia Lewis, RN
• 240-777-1852 Office
• 410-925-1700 Cell
• tonia.lewis_at_montgomerycountymd.gov
• tonialewis49_at_verizon.net
• Success doesnt come to you...you go to it !!
• Marva Collins, African American Educator
• We Thank You!