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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
Language: English
Authors: Simona C. Kwon, Julie A. Kranick (ORCID 0000-0003-0526-0330), Nadia S. Islam, Laura C. Wyatt (ORCID 0000-0002-4808-1167), Shilpa Patel, Gulnahar Alam, Perla Chebli (ORCID 0000-0002-0344-442X), Joseph Ravenell, Perry Pong, Sara S. Kim, Victoria H. Raveis, Chau Trinh-Shevrin
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
FullText Text:
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  Data: Applying Social Marketing Principles for Community-Based Cancer Screening Programs: Two Case Studies
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  Data: English
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  Data: <searchLink fieldCode="AR" term="%22Simona+C%2E+Kwon%22">Simona C. Kwon</searchLink><br /><searchLink fieldCode="AR" term="%22Julie+A%2E+Kranick%22">Julie A. Kranick</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0003-0526-0330">0000-0003-0526-0330</externalLink>)<br /><searchLink fieldCode="AR" term="%22Nadia+S%2E+Islam%22">Nadia S. Islam</searchLink><br /><searchLink fieldCode="AR" term="%22Laura+C%2E+Wyatt%22">Laura C. Wyatt</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0002-4808-1167">0000-0002-4808-1167</externalLink>)<br /><searchLink fieldCode="AR" term="%22Shilpa+Patel%22">Shilpa Patel</searchLink><br /><searchLink fieldCode="AR" term="%22Gulnahar+Alam%22">Gulnahar Alam</searchLink><br /><searchLink fieldCode="AR" term="%22Perla+Chebli%22">Perla Chebli</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0002-0344-442X">0000-0002-0344-442X</externalLink>)<br /><searchLink fieldCode="AR" term="%22Joseph+Ravenell%22">Joseph Ravenell</searchLink><br /><searchLink fieldCode="AR" term="%22Perry+Pong%22">Perry Pong</searchLink><br /><searchLink fieldCode="AR" term="%22Sara+S%2E+Kim%22">Sara S. Kim</searchLink><br /><searchLink fieldCode="AR" term="%22Victoria+H%2E+Raveis%22">Victoria H. Raveis</searchLink><br /><searchLink fieldCode="AR" term="%22Chau+Trinh-Shevrin%22">Chau Trinh-Shevrin</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22Health+Education+%26+Behavior%22"><i>Health Education & Behavior</i></searchLink>. 2025 52(4):382-391.
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  Data: 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
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  Label: Peer Reviewed
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  Data: Y
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  Label: Page Count
  Group: Src
  Data: 10
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  Label: Publication Date
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  Data: 2025
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  Label: Sponsoring Agency
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  Data: Centers for Disease Control and Prevention (CDC) (DHHS/PHS)<br />National Institute on Minority Health and Health Disparities (NIMHD) (DHHS/NIH)<br />National Cancer Institute (NCI) (DHHS/NIH)
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  Data: U48DP001904<br />U58DP001022
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  Data: Journal Articles<br />Reports - Research
– Name: Subject
  Label: Descriptors
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  Data: <searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Community+Programs%22">Community Programs</searchLink><br /><searchLink fieldCode="DE" term="%22Screening+Tests%22">Screening Tests</searchLink><br /><searchLink fieldCode="DE" term="%22Immunization+Programs%22">Immunization Programs</searchLink><br /><searchLink fieldCode="DE" term="%22Cultural+Awareness%22">Cultural Awareness</searchLink><br /><searchLink fieldCode="DE" term="%22Social+Differences%22">Social Differences</searchLink><br /><searchLink fieldCode="DE" term="%22Cancer%22">Cancer</searchLink><br /><searchLink fieldCode="DE" term="%22Participatory+Research%22">Participatory Research</searchLink><br /><searchLink fieldCode="DE" term="%22Intervention%22">Intervention</searchLink><br /><searchLink fieldCode="DE" term="%22Minority+Groups%22">Minority Groups</searchLink><br /><searchLink fieldCode="DE" term="%22Case+Studies%22">Case Studies</searchLink><br /><searchLink fieldCode="DE" term="%22Evidence+Based+Practice%22">Evidence Based Practice</searchLink><br /><searchLink fieldCode="DE" term="%22Diseases%22">Diseases</searchLink><br /><searchLink fieldCode="DE" term="%22Korean+Americans%22">Korean Americans</searchLink><br /><searchLink fieldCode="DE" term="%22Chinese+Americans%22">Chinese Americans</searchLink><br /><searchLink fieldCode="DE" term="%22Multiracial+Persons%22">Multiracial Persons</searchLink><br /><searchLink fieldCode="DE" term="%22Ethnic+Groups%22">Ethnic Groups</searchLink><br /><searchLink fieldCode="DE" term="%22Females%22">Females</searchLink><br /><searchLink fieldCode="DE" term="%22Muslims%22">Muslims</searchLink><br /><searchLink fieldCode="DE" term="%22Public+Health%22">Public Health</searchLink><br /><searchLink fieldCode="DE" term="%22Health+Behavior%22">Health Behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Communications%22">Communications</searchLink>
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  Label: Geographic Terms
  Group: Su
  Data: <searchLink fieldCode="DE" term="%22New+York+%28New+York%29%22">New York (New York)</searchLink>
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  Label: DOI
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  Data: 10.1177/10901981251322806
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  Label: ISSN
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  Data: 1090-1981<br />1552-6127
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: 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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  Data: 2025
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  Data: EJ1476823
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=eric&AN=EJ1476823
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        Value: 10.1177/10901981251322806
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