Georgia
Rural Cancer Education and Screening Project
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Public Health Problem
The breast and cervical cancer mortality rates in Baker, Early, and Grady counties in rural Southwest
Georgia are higher than the state average. Access to lifesaving cancer screening services often is jeopardized in rural areas by poverty and isolation; by a lack of medical facilities, health professionals, or health insurance coverage; or by a failure to disseminate prevention and education
messages to those who need them most.
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Program Example
The Southwest Rural Cancer Education and Screening Project (RCESP) was initiated in 2002 to develop and implement innovative, community-based strategies for educating rural populations about the importance of cancer screening and to promote early detection of breast and cervical cancers. RCESP was one of several projects funded by the state Division of Public Health in regions (public health districts) containing counties with above-average breast and cervical cancer mortality.
RCESP promoted awareness and use of cancer
screening services through collaborative partnerships at the community level. Strategies used included door-to-door campaigns; workplace
lunch-and-learn programs; and radio, television, newspaper, and billboard advertising. RCESP incorporated the advertising by partnering
with the Cancer Awareness and Education Campaign (CAEC), a statewide media initiative launched in 2002 by the Georgia Cancer Coalition
and the Division of Public Health.
Although RCESP targeted the entire rural population,
of particular concern were low-income, uninsured women older than 40 years of age. District epidemiology personnel identified these women using Claritas and census tract data as well as information gathered from community officials and 911 emergency personnel. The project sought to provide breast and cervical cancer screening to such women through referrals
to Georgia's Breast and Cervical Cancer Program (BCCP). RCESP staff worked closely with their district BCCP counterparts in planning the project, and additional funds were allocated to local BCCP programs to cover the screening costs of women referred by RCESP.
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Implication and Impact
RCESP staff visited more than 650 homes to share information about cancer
screening events, local educational opportunities, and BCCP's free screening
services. Door hangers were used to leave print materials at homes where no
contact was made.
A partnership with Grady County's Roddenbery Memorial Library and the
American Cancer Society's South Atlantic Division resulted in the establishment of a cancer information
center, the Cancer Awareness Resource Environment (CARE) Center, at the library.
This center serves as a resource for area residents, providing information on
specific types of cancer, related treatment options, caregivers, and support
groups. Center resources include pamphlets, medical journals, reference books,
circulating books, videos, audio books, Internet access, and a Web site (www.carectr.org*).
Through its partnership with CAEC, RCESP published numerous articles in area
newspapers. Some of these articles highlighted local cancer survivors, and all
carried the early detection message. The project broadcast radio spots in
cooperation with CAEC, an Early County 4-H club, and radio station WBBK.
These spots featured Early County 4-H students encouraging area women to get
regular mammograms and Pap tests. RCESP also partnered with 20 employers to
educate workers on the benefits of cancer screening and healthy lifestyles.
These outreach, communication, and educational efforts helped to increase
BCCP screening in Early, Baker, and Grady counties from 73 women in fiscal year
2001 to 181 women in fiscal year 2003. Although the Division of Public Health
originally planned to fund RCESP and other rural district projects for 3 to 5
years, state budget constraints ended the projects after 2 to 3 years, before
they were able to develop sustainability plans and alternative funding.
However, RCESP demonstrated that, in partnership with CAEC and BCCP, it is
possible to reach a "not yet reached," at-risk rural population with cancer
education and screening services. BCCP is considering using the RCESP outreach
model in future work with the Georgia Cooperative Extension Service and other
partners.
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Contact Information
Cancer Control Section*
Division of Public Health
Georgia Department of Human Resources
2 Peachtree Street, 16th Floor, Suite 16-274
Atlanta,
GA 30303-3142
(404) 657-6315
Fax: (404) 657-4338
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