Dr Sujit Chatterjee Hiranandani Hospital Kidney.pdf
Reducing Cancer Stigma in Serbian and Macedonian Communities
1.
2. CANCER
GOOD NEWS
PROJECT
Addressing cancer stigma &
promoting help-seeking within
Serbian & Macedonian
communities of the Illawarra
Cancer Institute NSW
Innovations in Cancer Treatment and
Care Conference
17th October 2014
3. Background
CALD communities:
• strongly associate cancer with certain death and fatalism
• experience cancer related stigma, myths and cultural
taboos that prevent open discussion of cancer
• contributes to low attendance for screening and delays in
help-seeking
4. Formative Research
Ongoing consultation with panels of community
members. Panels tested project resources at
various points for;
• content
• readability (i.e. use of plain language)
• cultural appropriateness
8 Focus Groups
2 Community
Panels
69 male and female Serbian and Macedonian
community members (20-81 years)
• explored beliefs and attitudes about cancer
• the nature of cancer related stigma and
myths
• cancer screening knowledge and
behaviours
5. Formative Research
Results
• Cancer was feared, and for many was linked with death,
not with treatments or cures.
• Some people knew about some of the causes of cancer,
whilst others believed cancer occurs as a result of bad
luck, fate or destiny and that little can be done to prevent
it
• For many in the community cancer was a difficult and
uncomfortable subject to talk about
6. Cancer Good News Project
• Aims to reduce cancer stigma & promote
screening to improve cancer outcomes
• Program developed in partnership with the
Serbian and Macedonian communities of
the Illawarra
• Resources emphasise Good News Facts,
Tests and Stories (breast and bowel cancer)
• Address beliefs about fate and destiny
• Describe tests and address misinformation
• Promote access to services
• Provide community endorsement &
modelling
7. Project Goals
• Reduce stigma and taboo
- increase community discussion about cancer
- promote positive survival & screening stories
• Promote positive attitudes towards screening and cancer
treatment outcomes and promote screening intentions
(downstream)
• Engage community champions and story-tellers(mid stream)
• Increase community capacity to address the issue at a local
level (mid stream)
• Increase capacity & build partnerships to assist with culturally
competent practice within local cancer services (upstream)
8. Project Messages
Good News Facts about cancer survival rates
(to counter beliefs that cancer is always a
death sentence)
9. Project Messages
Good News Tests
Promotion of mammogram
and Faecal Occult Blood Test
as a means of detecting
cancer earlier and improving
survival rates
“ A mammogram saved
my life. And I think that
everyone has to go to
have a mammogram.
Especially after 50”
10. Project Messages
Good News Stories of screening, early
detection and survival which provide
evidence from within the community of
screening and survival norms
11. Project Resources
Multiple strategies utilised to address literacy and language
barriers including:
• Radio scripts (broadcast on local and national ethnic
radio)
12. Project Resources
• Community newsletters (print and downloadable from
website)
• Good News Tests, Facts and Stories
13. Project Resources
• Interactive Power Point resources for use within bilingual
health education seminars (downloadable)
14. Project Resources
• Project website (multilingual) - promotion and
distribution of all project resources
• Includes audio of cancer screening and survival stories
• Animation and audio of radio scripts
• Downloadable newsletters and powerpoints
www.cancer-goodnews.com.au
15. Evaluation:Reach
Phase 1 Breast Cancer
• 7,000 breast cancer newsletters disseminated
• 391 local participants in community
research/forums/events
• 23 community members shared stories or photos
for resources
• 317 website visits
• 4 months extensive airplay of breast cancer radio
messages on local ethnic radio
16. Evaluation:Relevance
Information/facts about breast cancer:
- grabbed my attention (89%)
- was relevant to me and my family (91%)
- was convincing (93%)
Screening Stories of community members:
- were relevant to me and my family(93%)
- were convincing (96%)
17. Evaluation:Impact
“ I am not afraid
anymore,
I have learnt that it is
important to have
screening”
“ It (the project)
helps people to
change their
opinion about
cancer treatment”
“ Great idea. Destigmatises the
disease and encourages open
discussions in Macedonian
community about cancer”
18. Evaluation:Impact
“ I have learnt that early
screening is very important.
The good news is very
encouraging, about the
success rate in treatment”
“ it is so good to
talk about it”
“ we have a good
understanding
about treatment
and screening”
19. Evaluation: Impact
Phase 1 Breast Cancer Good News. Survey (n=114)
• 93% agreed that the Good news stories and information
about screening had promoted discussion about cancer
with family or friends
• Agreement that Mammogram is important
- to reduce the risk of dying from breast cancer (92%)
- to detect breast cancer early (93%)
• Agreement that ‘I know how and where mammograms can
be accessed’ (95%)
• 51% of women who had never had a mammogram, were
very likely or likely to have one within the next 3 months
PHASE 2 – Bowel Cancer Good News - Jul – Sept 2014
20. Community Capacity
Midstream
• 23 community members shared stories or photos for
resources
• Improved capacity & confidence of bicultural workers to
promote cancer screening within communities where
discussion had been taboo
• Resources available for continued promotion and
utilisation in future events
• Emerging community champions/advocates
- Planned Pink Ribbon Day 2014
• Involvement of community champions & leaders in
advocacy with CINSW
21. Partnerships
Upstream
• Creation of effective inter-agency partnerships to sustain
and build on project activities
• reorient services towards culturally competent practice
• Potential scalability
22. Lessons Learned
• Partnerships developed early in the project underpinned
project success (UOW, Multicultural Health Services, Cancer Council
NSW and Cancer Care Services)
• Involvement of local bi-cultural health workers critical for
community engagement and insight
• Importance of community role models and leaders for
effective dissemination and support of key messages
• Emphasis on participatory research enabled;
- improved community engagement
- cultural tailoring of resources for audience segments
- community ownership of project
23. Thankyou
This project was funded by the Cancer Institute
NSW.
Thankyou to the Macedonian and Serbian
communities in the Illawarra.
Questions?
Iterative research and consultation processes enabled the project resources and activities to be carefully tailored to the needs of the target audiences.
Our research suggested that we needed to talk to a range of community members – young, educated, English speaking, and older community members less proficient in English with significant cultural barriers to discussing cancer generally and cancer screening specifically.
Our strategy involved key messages on Good news Facts, Good news Tests and Good news stories – all focussed on breast and bowel cancer screening. Our strategy also involved, addressing beliefs about fate and destiny about cancer, the cancer screening provided and to clarify, in simple language, what these processes involve with access pathways in language.
Significantly, we have included narratives from the Macedonian and Serbian communities that talk to the benefits of early screening and receiving treatment early in a diagnosis. The community members are volunteers from the community who nominated themselves to speak to the messages and perform a vital role as mentors who model a profoundly influential process of engagement with their own communities through their personal stories. So our strategy to reduce stigma regarding cancer started very early in our project and was born from a process of community consultation and engagement.
All the resources developed promoted Good News messages. The first focus was Good News Facts with the purpose of discussing cancer as a diagnosis with potentially successful outcomes with early screening and treatment.
We utilised plain language, symbols and language translations of these messages into Macedonian and Serbian to communicate with these communities the fact that people survive with a diagnosis of cancer and that it doesn’t have to mean a death sentence.
We promoted the message of Cancer ‘Good News Tests” - that early screening, even when a person feels well, is the key to effective diagnosis and treatment. Mammograms and the FOBT Good News screening messages were developed firstly into plain English language with simple key messages and then onto into Macedonian and Serbian languages.
The Cancer Good News program would not be effective without the benefit of real stories from actual community members in the Illawarra experiencing the journey of cancer screening, treatment and survival. Our Cancer Good News Story approach provides a community based approach that engages the natural assets of the community to empower and inform itself. The stories of our community members are enormously powerful, genuine and profound. Their courage to step over the line of cancer stigma to informant and advocate is enlivening and strong. There is enormous potential within these stories and the people that hold and share them to afford change of attitudes beliefs and perceptions of cancer outcomes in their communities. The scripts follow our themes of challenging misconceptions, the benefits of screening and tell a story of survival.
The stories we have captured are true, lived experiences. Here is one from a Serbian community member who we call Anna, who tells her story through an English speaker……
The radio performs an essential communication medium for many of culturally and linguistically diverse communities that have little or no proficiency of the English language and who may have poor first language literacy. The Cancer Good News Project is utilising a number of strategies to engage our communities with the benefits of Breast and Bowel Screening. WE have developed radio scripts in Macedonian and Serbian languages which will be aired on SBS and other local radio stations.
WE will play one script for you – You will have a copy of the script in front of you on paper and we will play the script with a ‘photo movie’ to accompany the script. These scripts will also be placed on the Good News website. Please listen for two minutes.
The content for the Cancer Good Newsletters were developed from the formative research We have also developed newsletters in English, Macedonian and Serbian languages which focus on our three Cancer Good news themes. These newsletters are on the Good News website and will be distributed through our Cancer Good News website and through brought dissemination across the Macedonian and Serbian community education activities and evening events. These newsletter were translated and extensively tested with community leaders and members, and host accurate up to date and relevant information for our target audience. They include Cancer Good News Facts, Test and most importantly stories within the newsletter specific to the target audience.
The Cancer Good News Project is delivering community engagement strategies over the next year to ensure our Macedonian and Serbian community members in the Illawarra. A powerpoint has been developed fro each community based on the three Cancer Good News themes and narratives to promote the benefits of screening. The community events always have a cancer service provider and a multicultural health worker available to answer questions and facilitate discussions. The resource will be available on the Cancer Good news website.
The Cancer Good News Website will host the suite of resources in English, Macedonian and Serbian and available to community members and service providers. The resources, such as the Cancer Good News newsletter, Good News radio scripts, community narratives and education resources are available on this central portal. As you have seen and heard, we have a number of resources for a diversity of needs wthin the community and those who work with them. We are also working with the local Cancer Care Services and Cancer Council to assist them to engage effectively with our culturally and linguistically diverse communities.
The Cancer Good News Website will host the suite of resources in English, Macedonian and Serbian and available to community members and service providers. The resources, such as the Cancer Good News newsletter, Good News radio scripts, community narratives and education resources are available on this central portal. As you have seen and heard, we have a number of resources for a diversity of needs wthin the community and those who work with them. We are also working with the local Cancer Care Services and Cancer Council to assist them to engage effectively with our culturally and linguistically diverse communities.
The Cancer Good News Website will host the suite of resources in English, Macedonian and Serbian and available to community members and service providers. The resources, such as the Cancer Good News newsletter, Good News radio scripts, community narratives and education resources are available on this central portal. As you have seen and heard, we have a number of resources for a diversity of needs wthin the community and those who work with them. We are also working with the local Cancer Care Services and Cancer Council to assist them to engage effectively with our culturally and linguistically diverse communities.
The Cancer Good News Website will host the suite of resources in English, Macedonian and Serbian and available to community members and service providers. The resources, such as the Cancer Good News newsletter, Good News radio scripts, community narratives and education resources are available on this central portal. As you have seen and heard, we have a number of resources for a diversity of needs wthin the community and those who work with them. We are also working with the local Cancer Care Services and Cancer Council to assist them to engage effectively with our culturally and linguistically diverse communities.
The Cancer Good News Website will host the suite of resources in English, Macedonian and Serbian and available to community members and service providers. The resources, such as the Cancer Good News newsletter, Good News radio scripts, community narratives and education resources are available on this central portal. As you have seen and heard, we have a number of resources for a diversity of needs wthin the community and those who work with them. We are also working with the local Cancer Care Services and Cancer Council to assist them to engage effectively with our culturally and linguistically diverse communities.
The Cancer Good News Website will host the suite of resources in English, Macedonian and Serbian and available to community members and service providers. The resources, such as the Cancer Good News newsletter, Good News radio scripts, community narratives and education resources are available on this central portal. As you have seen and heard, we have a number of resources for a diversity of needs wthin the community and those who work with them. We are also working with the local Cancer Care Services and Cancer Council to assist them to engage effectively with our culturally and linguistically diverse communities.
The Cancer Good News Website will host the suite of resources in English, Macedonian and Serbian and available to community members and service providers. The resources, such as the Cancer Good News newsletter, Good News radio scripts, community narratives and education resources are available on this central portal. As you have seen and heard, we have a number of resources for a diversity of needs wthin the community and those who work with them. We are also working with the local Cancer Care Services and Cancer Council to assist them to engage effectively with our culturally and linguistically diverse communities.