Using New Media to Reach Hispanic/Latino Cancer Survivors.
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| Title: | Using New Media to Reach Hispanic/Latino Cancer Survivors. |
|---|---|
| Authors: | Justice-Gardiner, Haley1 haley.gardiner@livestrong.org, Nutt, Stephanie1 stephanie.nutt@livestrong.org, Rechis, Ruth1 ruth.rechis-oelker@livestrong.org, McMillan, Brooke1 brooke.mcmillan@livestrong.org, Warf, Rainy1 RainyWarf@gmail.com |
| Source: | Journal of Cancer Education. Mar2012, Vol. 27 Issue 1, p100-104. 5p. 2 Charts, 1 Graph. |
| Abstract: | In the USA, cancer is a leading cause of morbidity and premature death among the Hispanic/Latino population. It is estimated that one in two Hispanic men and one in three Hispanic women will be diagnosed with cancer during their lifetime (American Cancer Society ). Despite this significant cancer burden, few innovative strategies for communication and outreach to this population currently exist. In 2009, LIVE STRONG launched a national outreach campaign, which utilized social marketing, specifically targeting Hispanics with the goal of increasing awareness and usage of LIVE STRONG's Spanish-language cancer navigation resources. This campaign, one of the first undertaken by a national cancer-related organization, led to increased awareness and utilization of resources, including a 238% increase in traffic over traditional marketing campaigns which focused on radio alone. The success of this campaign highlights the use of social media as a cost-effective method to raise awareness of cancer resources among Hispanics. [ABSTRACT FROM AUTHOR] |
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| Database: | Education Research Complete |
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