The Breast Health Intervention Evaluation Study.
Annual rept. 1 Aug 97-31 Jul 98
MOREHOUSE SCHOOL OF MEDICINE ATLANTA GA
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The Breast Health Intervention Evaluation Study will evaluate the relative effectiveness of three different approaches to breast health messages--a fear appeal, a positive affect appeal, and an effectively neutral cognitive appeal. The three interventions will be structured as three 10-12 minute videotaped presentations targeting 450 African American women residing in three rural communities in Georgia 150community. Each site will receive one of the three intervention approaches, randomly selected, to be presented within a 60-minute workshop format. Workshops will be coordinated by a Community Lay Health Worker at each site. Pre-post-intervention KAP surveys will be administered. Participants will be provided with breast self-examination information and breast screening referral information. A 12-month follow-up will be conducted. We will provide referral services to ACR-approved sites for study participants. Analysis and development of the videos will be a collaborative effort between Morehouse School of Medicine and Georgia State University which will also provide expertise in focus group leadership, audience analysis, and lay health worker training. The collaboration of two institutions creates unique strengths that do not currently exist elsewhere in Georgia. Further, working collaboratively will enable us to combine communications theory with public health research practice.
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