Applying Social Marketing Principles for Community-Based Cancer Screening Programs: Two Case Studies
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| Title: | Applying Social Marketing Principles for Community-Based Cancer Screening Programs: Two Case Studies |
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| Language: | English |
| Authors: | Simona C. Kwon, Julie A. Kranick (ORCID |
| Source: | Health Education & Behavior. 2025 52(4):382-391. |
| Availability: | SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub.com |
| Peer Reviewed: | Y |
| Page Count: | 10 |
| Publication Date: | 2025 |
| Sponsoring Agency: | Centers for Disease Control and Prevention (CDC) (DHHS/PHS) National Institute on Minority Health and Health Disparities (NIMHD) (DHHS/NIH) National Cancer Institute (NCI) (DHHS/NIH) |
| Contract Number: | U48DP001904 U58DP001022 |
| Document Type: | Journal Articles Reports - Research |
| Descriptors: | Marketing, Community Programs, Screening Tests, Immunization Programs, Cultural Awareness, Social Differences, Cancer, Participatory Research, Intervention, Minority Groups, Case Studies, Evidence Based Practice, Diseases, Korean Americans, Chinese Americans, Multiracial Persons, Ethnic Groups, Females, Muslims, Public Health, Health Behavior, Communications |
| Geographic Terms: | New York (New York) |
| DOI: | 10.1177/10901981251322806 |
| ISSN: | 1090-1981 1552-6127 |
| Abstract: | Minoritized communities often experience worse health outcomes on the cancer continuum. Mainstream strategies may have limited reach and utility to populations experiencing inequities in real-world settings. Through the combined use of community-based participatory research (CBPR) and social marketing strategies, which highlight community-centered and culturally adapted processes, we provide an approach to inform future intervention research across various health topics that has been successful in engaging minoritized and understudied communities. We present two case studies that used participatory social marketing principles to culturally adapt evidence-based cancer screening programs for two communities in New York City. The first program is a campaign to increase screening and vaccination for hepatitis B among Korean and Chinese American immigrants. The second is a culturally adapted program to increase breast and cervical cancer screening among a multiracial and ethnic population of Muslim women. These case studies illustrate the benefits of integrating social marketing and CBPR approaches as a key strategy when developing public health campaigns to effectively reach and influence health behaviors in partnership with communities that have been socially marginalized and historically underserved. |
| Abstractor: | As Provided |
| Entry Date: | 2025 |
| Accession Number: | EJ1476823 |
| Database: | ERIC |
| Abstract: | Minoritized communities often experience worse health outcomes on the cancer continuum. Mainstream strategies may have limited reach and utility to populations experiencing inequities in real-world settings. Through the combined use of community-based participatory research (CBPR) and social marketing strategies, which highlight community-centered and culturally adapted processes, we provide an approach to inform future intervention research across various health topics that has been successful in engaging minoritized and understudied communities. We present two case studies that used participatory social marketing principles to culturally adapt evidence-based cancer screening programs for two communities in New York City. The first program is a campaign to increase screening and vaccination for hepatitis B among Korean and Chinese American immigrants. The second is a culturally adapted program to increase breast and cervical cancer screening among a multiracial and ethnic population of Muslim women. These case studies illustrate the benefits of integrating social marketing and CBPR approaches as a key strategy when developing public health campaigns to effectively reach and influence health behaviors in partnership with communities that have been socially marginalized and historically underserved. |
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| ISSN: | 1090-1981 1552-6127 |
| DOI: | 10.1177/10901981251322806 |
