Advertisement

Cancer Causes & Control

, Volume 29, Issue 12, pp 1239–1247 | Cite as

Communication and comprehensive cancer control coalitions: lessons from two decades of campaigns, outreach, and training

  • Brad LoveEmail author
  • Catherine Benedict
  • Aubrey Van Kirk Villalobos
  • Joshua N. Cone
Original Paper

Abstract

Purpose

Comprehensive cancer control (CCC) coalitions and programs have delivered effective models and approaches to reducing cancer burden across the United States over the last two decades. Communication plays an essential role in diverse coalition activities from prevention to survivorship, including organizational and community capacity-building and as cancer control intervention strategies.

Methods

Based upon a review of published CCC research as well as public health communication best practices, this article describes lessons learned to assist CCC coalitions and programs with systematic implementation of communication efforts as key strategies in cancer control.

Results

Communication-oriented lessons include (1) effective communication work requires listening and ongoing engagement with key stakeholders, (2) communication interventions should target multiple levels from interpersonal to mediated channels, (3) educational outreach can be a valuable opportunity to bolster coalition effectiveness and cancer control outcomes, and (4) dedicated support is necessary to ensure consistent communication efforts.

Conclusions

External and internal communication strategies can optimize coalition efforts and resources to ultimately help produce meaningful improvement in cancer control outcomes.

Keywords

Cancer control coalitions Health communication Organizational communication Community-based participatory research Public health communication 

Notes

Acknowledgments

The authors would like to acknowledge the contributions of Robert Bailey II, MPH, for his work in writing and editing this manuscript.

References

  1. 1.
    Given LS, Hohman K, Graaf L, Rochester P, Belle-Isle L (2010) From planning to implementation to outcomes: comprehensive cancer control implementation building blocks. Cancer Causes Control 21:1987–1994CrossRefGoogle Scholar
  2. 2.
    Rochester PW, Townsend JS, Given L, Krebill H, Balderrama S, Vinson C (2010) Comprehensive cancer control: progress and accomplishments. Cancer Causes Control 21:1967–1977CrossRefGoogle Scholar
  3. 3.
    Weinberg A, Jackson M, Decourtney P C, et al (2010) Progress in addressing disparities through comprehensive cancer control. Cancer Causes Control 21:2015–2021CrossRefGoogle Scholar
  4. 4.
    Singal AG, Gupta S, Tiro JA et al (2016) Outreach invitations for FIT and colonoscopy improve colorectal cancer screening rates: a randomized controlled trial in a safety-net health system. Cancer 122:456–463CrossRefGoogle Scholar
  5. 5.
    Siegel RL, Miller KD, Jemal A (2017) Cancer statistics, 2017. CA Cancer J Clin. 67: 7–30CrossRefGoogle Scholar
  6. 6.
    Hesse BW, Cole GE, Powe BD (2013) Partnering against cancer today: a blueprint for coordinating efforts through communication science. JNCI Monogr 2013:233–239CrossRefGoogle Scholar
  7. 7.
    Ory MG, Sanner B, Vollmer Dahlke D, Melvin CL (2015) Promoting public health through state cancer control plans: a review of capacity and sustainability. Front Public Health 3:40PubMedPubMedCentralGoogle Scholar
  8. 8.
    Siba Y, Culpepper-Morgan J, Schechter M et al (2017) A decade of improved access to screening is associated with fewer colorectal cancer deaths in African Americans: a single-center retrospective study. Ann Gastroenterol 30:518–525PubMedPubMedCentralGoogle Scholar
  9. 9.
    Nahmias Z, Townsend JS, Neri A, Stewart SL (2016) Worksite cancer prevention activities in the National Comprehensive Cancer Control Program. J Community Health 41:838–844CrossRefGoogle Scholar
  10. 10.
    Hohman K, Rochester P, Kean T, Belle-Isle L (2010) The CCC National Partnership: an example of organizations collaborating on comprehensive cancer control. Cancer Causes Control 21:1979–1985CrossRefGoogle Scholar
  11. 11.
    Davis KC, Duke J, Shafer P, Patel D, Rodes R, Beistle D (2017) Perceived Effectiveness of antismoking ads and association with quit attempts among smokers: evidence from the tips from former smokers campaign. Health Commun 32:931–938CrossRefGoogle Scholar
  12. 12.
    Townsend JS, Puckett M, Gelb CA, Whiteside M, Thorsness J, Stewart SL (2018) Improving knowledge and awareness of human papillomavirus-associated gynecologic cancers: results from the national comprehensive cancer control program/inside knowledge collaboration. J Womens Health 27:955–964CrossRefGoogle Scholar
  13. 13.
    Buchanan LN, SK F, Betsy S, Jennifer R, Ben W, Temeika F (2018) Young women’s perceptions regarding communication with healthcare providers about breast cancer, risk, and prevention. J Womens Health 27:162–170CrossRefGoogle Scholar
  14. 14.
    Townsend JS, Steele CB, Hayes N, Bhatt A, Moore AR (2017) Human papillomavirus vaccine as an anticancer vaccine: collaborative efforts to promote human papillomavirus vaccine in the National Comprehensive Cancer Control Program. J Womens Health 26:200–206CrossRefGoogle Scholar
  15. 15.
    Leeman J, Myers AE, Ribisl KM, Ammerman AS (2015) Disseminating policy and environmental change interventions: insights from obesity prevention and tobacco control. Int J Behav Med 22:301–311CrossRefGoogle Scholar
  16. 16.
    Rohan EA, Chovnick G, Rose J, Townsend JS, Young M, Moore AR (2018) Prioritizing population approaches in cancer prevention and control: results of a case study evaluation of policy, systems, and environmental change. Popul Health Manag.  https://doi.org/10.1089/pop.2018.0081 CrossRefPubMedGoogle Scholar
  17. 17.
    Nitta M, Navasca D, Tareg A, Palafox NA (2017) Cancer risk reduction in the US Affiliated Pacific Islands: utilizing a novel policy, systems, and environmental (PSE) approach. Cancer Epidemiol 50:278–282CrossRefGoogle Scholar
  18. 18.
    Office of the Assistant Secretary for Public and Indian Housing (2016) Instituting smoke-free public housing. Fed Regist 81(33):87430–87444Google Scholar
  19. 19.
    Saslow D, Sienko J, Nkonga JLZ, Brewer NT (2018) Creating a national coalition to increase human papillomavirus vaccination coverage. Acad Pediatr 18:S11–S13CrossRefGoogle Scholar
  20. 20.
    Hiatt RA, Sibley A, Fejerman L et al (2018) The San Francisco Cancer Initiative: a community effort to reduce the population burden of cancer. Health Aff 37:54–61CrossRefGoogle Scholar
  21. 21.
    Underwood JM, Lakhani N, Finifrock D et al (2015) Evidence-based cancer survivorship activities for comprehensive cancer control. Am J Prev Med 49:S536–S542CrossRefGoogle Scholar
  22. 22.
    Davis SW, Cassel K, Moseley MA et al (2011) The cancer information service: using CBPR in building community capacity. J Cancer Educ 26:51–57CrossRefGoogle Scholar
  23. 23.
    Morales-Alemán MM, Moore A, Scarinci IC (2018) Development of a participatory capacity-building program for congregational health leaders in African American churches in the US South. Ethn Dis 28(1):11–18CrossRefGoogle Scholar
  24. 24.
    Harrop JP, Nelson DE, Kuratani DG, Mullen PD, Paskett ED (2012) Translating cancer prevention and control research into the community setting: workforce implications. J Cancer Educ 27:S157–S164CrossRefGoogle Scholar
  25. 25.
    Meade CD, Menard JM, Luque JS, Martinez-Tyson D, Gwede CK (2011) Creating community–academic partnerships for cancer disparities research and health promotion. Health Promot Pract 12:456–462CrossRefGoogle Scholar
  26. 26.
    McCracken JL, Friedman DB, Brandt HM et al (2013) Findings from the Community Health Intervention Program in South Carolina: implications for reducing cancer-related health disparities. J Cancer Educ 28:412–419CrossRefGoogle Scholar
  27. 27.
    Atkin C (2001) Theory and principles of media health campaigns. In: Rice R, Atkin C (eds) Public communication campaigns. Sage, Thousand OaksGoogle Scholar
  28. 28.
    Legler J, Meissner HI, Coyne C, Breen N, Chollette V, Rimer BK (2002) The effectiveness of interventions to promote mammography among women with historically lower rates of screening. Cancer Epidemiol Biomarkers Prev 11:59–71PubMedGoogle Scholar
  29. 29.
    Bencivenga M, DeRubis S, Leach P, Lotito L, Shoemaker C, Lengerich EJ (2008) Community partnerships, food pantries, and an evidence-based intervention to increase mammography among rural women. J Rural Health 24:91–95CrossRefGoogle Scholar
  30. 30.
    Rice R, Atkin C (2002) Communication campaign: theory, design, implementation, and evaluation. In: Bryant J, Zillmann D (eds) Media effects: advances in theories and research. Lawrence Erlbaum, Mahwah, pp 427–451Google Scholar
  31. 31.
    Prochaska J, Redding C, Evers K (2002) The transtheoretical model and stages of change. In: Glanz K, Rimer B, Lewis F (eds) Health behavior and health education: theory, research and practice. Jossey-Bass, San Francisco, pp 99–120Google Scholar
  32. 32.
    St Pierre J, Bach J, Duquette D et al (2014) Strategies, actions, and outcomes of pilot state programs in public health genomics, 2003–2008. Prev Chronic Dis 11:E97CrossRefGoogle Scholar
  33. 33.
    Broadwater C, Heins J, Hoelscher C, Mangone A, Rozanas C (2004) Skin and colon cancer media campaigns in Utah. Prev Chronic Dis 1:A18PubMedPubMedCentralGoogle Scholar
  34. 34.
    Seeff LC, Major A, Townsend JS et al (2010) Comprehensive cancer control programs and coalitions: partnering to launch successful colorectal cancer screening initiatives. Cancer Causes Control 21:2023–2031CrossRefGoogle Scholar
  35. 35.
    Fowler B, Ding Q, Pappas L et al (2018) Utah cancer survivors: a comprehensive comparison of health-related outcomes between survivors and individuals without a history of cancer. J Cancer Educ 33:214–221CrossRefGoogle Scholar
  36. 36.
    Utah Cancer Action Network (2016) Utah Comprehensive Cancer Prevention and Control Plan 2016–2020Google Scholar
  37. 37.
    Itzkowitz SH, Winawer SJ, Krauskopf M et al (2016) New York Citywide Colon Cancer Control Coalition: a public health effort to increase colon cancer screening and address health disparities. Cancer 122:269–277CrossRefGoogle Scholar
  38. 38.
    Garland B, Crane M, Marino C, Stone-Wiggins B, Ward A, Friedell G (2004) Effect of community coalition structure and preparation on the subsequent implementation of cancer control activities. Am J Health Promot 18:424–434CrossRefGoogle Scholar
  39. 39.
    Zakocs RC, Edwards EM (2006) What explains community coalition effectiveness? A review of the literature. Am J Prev Med 30:351–361CrossRefGoogle Scholar
  40. 40.
    Nowell B (2009) Profiling capacity for coordination and systems change: the relative contribution of stakeholder relationships in interorganizational collaboratives. Am J Community Psychol 44:196–212CrossRefGoogle Scholar
  41. 41.
    Desmond RA, Chapman K, Graf G, Stanfield B, Waterbor JW (2014) Sustainability in a state comprehensive cancer control coalition: lessons learned. J Cancer Educ 29:188–193CrossRefGoogle Scholar
  42. 42.
    Choi N, Curtis CR, Loharikar A et al (2018) Successful use of interventions in combination to improve human papillomavirus vaccination coverage rates among adolescents—Chicago, 2013 to 2015. Acad Pediatr 18:S93–S100CrossRefGoogle Scholar
  43. 43.
    Burke-Garcia A, Scally G (2014) Trending now: future directions in digital media for the public health sector. J Public Health (Oxf) 36:527–534CrossRefGoogle Scholar
  44. 44.
    Ems L, Gonzales AL (2016) Subculture-centered public health communication: a social media strategy. New Media Soc 18:1750–1767CrossRefGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2018

Authors and Affiliations

  1. 1.Center for Health CommunicationThe University of Texas at AustinAustinUSA
  2. 2.The Feinstein Institute for Medical ResearchManhassetUSA
  3. 3.The George Washington University Cancer CenterWashingtonUSA
  4. 4.Department of Kinesiology and Health EducationThe University of Texas at AustinAustinUSA

Personalised recommendations