Improving Cancer Awareness among Asian Americans Using Targeted and Culturally Appropriate Media: A Case Study

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Abstract
Reaching Asian Americans with cancer awareness messages is critical to improving cancer detection and reducing risk. Two separate targeted media campaigns, sponsored by the Asian Tobacco Education, Cancer Awareness, and Research (ATECAR), were implemented to increase cancer awareness among Chinese, Koreans, Vietnamese, and Cambodians residing in Philadelphia and the surrounding counties. These campaigns, based on Rogers’s diffusion and innovation theoretical model, were culturally sensitive, multilingual, and implemented over an extended time frame using print articles and a radio series under the respective general headings ATECAR Link and Voice of ATECAR. The series covered a range of topics that included tobacco smoking and health, cervical and breast cancer, clinical trials, and cancer information. Despite a reputation for noninvolvement in mainstream cancerrelated media issues, results of the campaigns reflected an exceptional response from the targeted communities. The results suggest that wellplanned, community-based media campaigns can have positive impacts on cancer awareness in Asian communities.

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