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are unique. Methods: We per<strong>for</strong>med an online search <strong>for</strong> publicly<br />

available resources about CRC and CRC screening utilizing <strong>the</strong><br />

Google search engine. An assessment of public education and recruitment<br />

resources among a convenience sample of 28 government, nonprofit<br />

and community-based organizations was per<strong>for</strong>med. Identified<br />

resources were matched with <strong>the</strong> Community Guide’s recommended<br />

interventions and examined <strong>for</strong> target populations, specifically<br />

Hispanic men. Interventions: Each organization had from one <strong>to</strong> 150<br />

different resources. Seventy-five percent of organizations had small<br />

media resources including factsheets and brochures describing CRC,<br />

<strong>the</strong> different CRC screening tests; and questions <strong>to</strong> ask your doc<strong>to</strong>r.<br />

Forty-six percent of organizations had mass media resources including<br />

public service announcements (PSAs) and patient education materials.<br />

Thirty-two percent had resources on reducing structural barriers such<br />

as factsheets and brochures in Chinese or Spanish. Only one organization<br />

had a resource <strong>for</strong> patient and provider reminders and provider<br />

assessment and feedback. Among <strong>the</strong> organizations, relatively few<br />

had resources that targeted Hispanic men (38% small media resources<br />

including factsheets about colorectal cancer, 21% mass media resources<br />

and 14% resources on reducing structural barriers). Implications <strong>for</strong><br />

Improved Research, Policy or Practice: The online search identified<br />

available small media, mass media, and resources on reducing structural<br />

barriers resources <strong>for</strong> CRC screening. Limited resources were<br />

identified <strong>for</strong> provider reminders and provider feedback. Among <strong>the</strong><br />

resources identified, few targeted <strong>the</strong> Hispanic population, especially<br />

men. Fur<strong>the</strong>r research needs <strong>to</strong> be done <strong>to</strong> <strong>for</strong>mally identify <strong>the</strong><br />

availability of proven interventions <strong>to</strong> increase CRC screening, with<br />

focus on Hispanics. Interventions targeting minority populations with<br />

low CRC screening rates is critical <strong>for</strong> increasing CRC screening<br />

adherence.<br />

Communities Putting Prevention <strong>to</strong> Work: Food, Farms and Policy<br />

Marion Kalb, Community Food Security Coalition<br />

The CPPW <strong>program</strong>s supported by <strong>the</strong> Community Food Security<br />

Coalition target underserved communities with successful strategies<br />

that increase access <strong>to</strong> healthy foods. These include farmers’ markets,<br />

farm <strong>to</strong> institution, healthy corner s<strong>to</strong>res and food policy councils.<br />

This workshop will explore <strong>the</strong> CPPW initiative as it relates <strong>to</strong> folks<br />

on-<strong>the</strong>-ground and <strong>the</strong> benefits and challenges <strong>the</strong>y’ve encountered in<br />

<strong>the</strong>ir work.<br />

Concurrent Session C<br />

1:30 PM- 3:00 PM<br />

Concurrent Session C1<br />

Preventing Chronic Disease through<br />

Collaboration, Communication, and<br />

Contextual Change<br />

Cali<strong>for</strong>nia Collaborative <strong>for</strong> Chronic Disease Prevention: Weaving<br />

Traditional and Innovative <strong>Health</strong> Communication Strategies <strong>to</strong><br />

Reach Priority Populations<br />

Pamela Ford-Keach, M.S., Arthritis Program and Heart Disease and<br />

Stroke Prevention Program, Jacqueline Tompkins MPH, CHES,<br />

Cali<strong>for</strong>nia Arthritis Partnership Program; Roberta Campbell, BS, CA<br />

Arthritis Program and Heart Disease and Stroke Prevention Program<br />

The Cali<strong>for</strong>nia Collaborative <strong>for</strong> Chronic Disease Prevention<br />

(CCCDP) is an integrated chronic disease project of <strong>the</strong> Cali<strong>for</strong>nia<br />

Heart Disease and Stroke Prevention Program, implemented in<br />

collaboration with <strong>the</strong> Cali<strong>for</strong>nia Arthritis Partnership Program, <strong>the</strong><br />

Cali<strong>for</strong>nia Diabetes Program, and <strong>the</strong> Cali<strong>for</strong>nia Smokers’ Helpline<br />

<strong>to</strong> enhance local chronic disease prevention and health promotion.<br />

The project goal is reduce <strong>the</strong> burden of cardiovascular disease, <strong>the</strong><br />

leading cause of death in Cali<strong>for</strong>nia, by developing and implementing<br />

multiple policy, environmental, and system change strategies<br />

within <strong>the</strong> community, health care systems, and worksite sec<strong>to</strong>rs by<br />

improving access <strong>to</strong> evidence-based chronic disease self-management,<br />

physical activity <strong>program</strong>s, and <strong>to</strong>bacco cessation resources. CCCDP<br />

pilot project is currently being implemented in five counties—both<br />

rural and urban. The counties were selected based on high chronic<br />

disease and risk fac<strong>to</strong>r prevalence data compared <strong>to</strong> that of <strong>the</strong> entire<br />

state. The primary target audience <strong>for</strong> <strong>the</strong> CCCDP community-wide<br />

education campaign materials is female (health care decision-maker),<br />

ages 35–54, recently diagnosed or have a loved one recently diagnosed<br />

with high blood pressure, arthritis, diabetes, or who smokes. CCCDP<br />

messaging includes lifestyle changes that cross chronic disease <strong>program</strong>s<br />

and promote desirable health outcomes. Messages include: 1)<br />

be physically active, 2) maintain a healthy weight, 3) eat a healthy diet,<br />

4) manage chronic health conditions, 5) take medication as directed,<br />

and 6) <strong>to</strong>bacco cessation. A multi-media, community-wide education<br />

campaign has been developed that supports and promotes <strong>the</strong> key<br />

messages and evidence-based interventions of <strong>the</strong> project. CCCDP<br />

campaign materials are developed in both English and Spanish. Of<br />

<strong>the</strong> five CCCDP counties Kern County is utilizing Spanish campaign<br />

materials <strong>to</strong> reach <strong>the</strong> needs of <strong>the</strong>ir large Latino population. The<br />

media campaign includes traditional media such as newspaper ads,<br />

radio spots, posters, and magnets, as well as innovative social media<br />

messaging within webpage, pay-per-click, and Pandora radio internet<br />

SOPHE-NACDD 2011 Joint Academy and Midyear Scientific Meeting 27

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