Think About the Link : Campaign Overview. A prevention and education campaign of the Prevent Cancer Foundation

Transcription

1 Think About the Link : Campaign Overview A prevention and education campaign of the Prevent Cancer Foundation 0

2 Goals include raising awareness: HPV, hep B, hep C Think About the Link Objectives Of the link between these viruses and specific types of cancer Certain cancers are preventable in many cases through vaccination and/or treatment Of the effectiveness of HPV and hep B vaccine series Of the availability of hep B and hep C treatments 1

3 Key Messages There is a link between certain viruses and cancer. Vaccination and/or treatment can prevent cancer. Make an appointment now to talk to your or your child s physician. 2

4 Campaign Advisory Council Stanley Block, MD Institution of Kentucky Pediatric and Adolescent Research Lewis Roberts, MB ChB, PhD Mayo Clinic Elmer E. Huerta, MD, MPH Washington Cancer Institute MedStar Washington Hospital Center Larry Maxwell, MD, FACOG Inova Fairfax Hospital Kathleen Schmeler, MD UT MD Anderson Cancer Center Erich M. Sturgis, MD, MPH UT MD Anderson Cancer Center (campaign spokesperson) Lopa Mishra, MD George Washington University Gyongyi Szabo, MD University of Massachusetts Medical School 3

5 Campaign Components Educating Lawmakers: Congressional Briefings Generating Buzz: National Media Launch and Social Media Outreach Engaging the Community: Elevating the Dialogue in Priority Local Markets Informing Press: National and Local Market Media Outreach Provider and Patient Engagement: Advertisements and Direct Mail Provider and Patient Education: Online Webinars Consumer Engagement: ThinkAboutTheLink.org, Educational Materials 4

6 Campaign Components: Congressional Briefing Introduced campaign to Members of Congress/Hill staffers and educate key stakeholders about the link between HPV, hep B, hep C and cancer 80+ attendees representing 18 Members of Congress, as well as medical institutions, patient advocates, health care providers, nonprofit associations, media and the general public 5

7 Campaign Components: Community Outreach 6

8 Community Outreach: Houston, TX Think About the Link between Viruses and Cancer Summit and Screenings Day 1: Viruses and Cancer Summit Six local partners hosted summit for 100+ physicians, nurse practitioners, patients and advocates about HPV, hep B and hep C Attendees solved real-life case studies to foster greater collaboration Enduring materials Print directory of attendees (Houston Health Department) Summit white paper Day 1: Screenings (75+ screenings) Low-cost pap smear at HOPE Clinic targeting Asians and Hispanics Third ward hep B and C screenings targeting African-Americans Faith-based health fair offering hep B and C screenings and hep B vaccines 7

9 Community Outreach: San Francisco, CA Think About the Link City Hall Illumination: Shining A Light on the Link Between Viral Hepatitis and Liver Cancer (World Hepatitis Testing Day) 60+ attendees at press briefing on the steps of City Hall to call attention to hep B and hep C and the needs of patients and at-risk populations Speakers included Dr. Tung Nguyen, Chair of the President s Advisory Commission on Asian-Americans and Pacific-Islanders City Hall illuminated in the colors of hep B and C in recognition of World Hepatitis Testing Day 8

10 Community Outreach: Philadelphia, NY May 19 th (National Hepatitis Testing Day) 50+ attendees at press briefing at City Hall to urge Philadelphia City Council and city-managed health centers to test high-risk patients for hep B and hep C 9

11 Hep C Academy Nearly 80 patients and at-risk individuals learned about hep C, liver cancer and latest in treatment options and advocacy efforts in NYC Free outdoor community health fair 70 hep C screenings Day of Action: Think About the Link Understanding the link Between Hep C and Liver Cancer 1 individual tested positive for hep C 5 hep B screenings, 57 blood pressure, cholesterol and glucose tests Community Outreach: Harlem, New York 10

12 Community Outreach: Queens, New York Viruses and Cancer Community Health Fair: HPV, hep B, hep C More than 400+ Asian attendees Q&A lasted more than 25 minutes for each segment group engaged and prefer deeper level of information Local medical experts Free hep B, hep C, blood pressure screenings, annual physicals and more 11

13 Community Outreach: Queens, New York Significant increase of the % of people who obtained the knowledge of viruses and cancer 90% 80% 70% 60% 50% 40% 30% Before After 20% 10% 0% Hep-B vaccine can prevent liver cancer Most common HepB transmission for Asians is mother-to-child Hep-C is treatable The most common sexually transmitted virus is HPV Most effective way to prevent cervical cancer is vaccine The most common transmission of HPV is sexual conduct All teenagers need to get HPV vaccine 12

14 130+ media hits Campaign Components: Media Outreach Local, special interest, national, health and cancer trade publications 100% inclusion of campaign messaging Print: 7.6+ million media impressions Broadcast/Circulation: 52+ million unique views per month Social Media Activity 85+ Facebook campaign posts, 56K impressions and 980+ new likes 180+ campaign tweets, 112K impressions and 950+ new followers 13

15 Campaign Components: Webinars Viral Hepatitis and Liver Cancer (December 2015) Hosted in partnership with Hepatitis B Foundation 70+ attendees, including representation from Africa HPV and Cancer: Opportunities to Increase Vaccine Compliance in the U.S. (August 2016) 105+ attendees across the U.S. Featured Dr. Stanley Block (private practice pediatrician), Anna C. Dragsbaek (The Immunization Partnership) and Lois Ramondetta (MD Anderson Cancer Institute) Over 95% satisfaction from attendees 14

16 Looking Ahead: 2017 Campaign Efforts Public Service Announcement Raising awareness of the link between HPV, hep B, hep C and cancer To be distributed to television and radio stations across the U.S. Satellite Media Tour Promote link between viruses and cancer, PSA and campaign messaging Targeted media outreach, community events, webinars and culturally sensitive advertising to reach African-American, Asian, and Hispanic/Latino consumers Build relationships with pharmacy, nursing and primary care organizations to foster enhanced doctor/patient communication around viruses and cancer Advocates: Build advocacy database in key target states 15