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California
Important Milestone in Fight Against Breast Cancer for California's Korean American Community
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Public Health Problem
California's Korean community is growing. From 1980 to 1990, its population increased 123% (from 357,393 to 799,000). Invasive breast cancer rates also increased in California by about 20% from 1988 to 1999 among Asian/Pacific Islander (API) women. Although API women have the lowest incidence rate of breast cancer, it is the only ethnic group that has experienced a statistically significant increase in the incidence rate. A 2001 study of breast cancer knowledge and attitudes among Korean American women in San Diego, aged 40 years and older, showed that only 22% of the women surveyed had had a mammogram within the past 12 months. Viable strategies, which address both language and cultural barriers, need to be instituted in order to reach Korean American women with early breast cancer detection information.
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Program Example
The "Cancer Detection Programs: Every Woman Counts" campaign of the California Department of Health Services, Cancer Detection Section, provides free clinical breast exams and mammograms to low-income, underinsured/uninsured women aged 40 years and older. The program operates a toll-free 800 number service, in both English and Korean, through which women can apply to the program. During June 2003, a grocery store-based promotion was piloted in partnership with the Los Angeles Korean American Grocer Association (KAGRO) to encourage Korean American women to call the number. Focusing on the major markets within the Korean community, the promotional effort successfully engaged 30 KAGRO member stores to participate. Advertisements in Korean newspapers urged women to visit the specific stores to receive Korean-language breast cancer information. In addition, women received a potholder imprinted with the program's 800 number and a free package of tofu donated by JayOne Foods, a major Korean foods supplier.
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Implication and Impact
The Korean-language call volume registered by the toll-free 800 number hit an all time high during June 2003. The toll-free service tracked the caller's language, the county in which she resided, and the source from which she received information about the number. During the 5 months preceding the promotion, Los Angeles County handled, on average, 230 callers per month, with an average of 15 per month from Korean-language speakers (6%). During the promotional month of June 2003, Korean-language calls from Los Angeles County rose from 6% to 27% (122 of 453 calls), and remained higher than average through the month of July. Anecdotal evidence from providers of the "Cancer Detection Programs: Every Woman Counts" in the Los Angeles area shows a reported increase in the interest in breast cancer screening among Korean American women. The KAGRO promotion provided additional value by educating Korean American community leaders and organizations on breast cancer within their community. Plans are under way to build on the success of this promotion. Both Chinese and Vietnamese grocer associations have expressed interest and enthusiasm in creating a similar promotion in their communities. Reaching women at a familiar, frequented location within their own community helps motivate them to seek breast cancer screening services.
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Contact Information
Cancer Detection Programs: Every Woman Counts*
Cancer Detection Section
California Department of Health Services
MS-7203
PO Box 997413
Sacramento,
CA 95814
(916) 449-5300
Fax: (916) 440-5184
Street Address:
1616 Capitol Avenue, MS-7203
Suite 74.421
Sacramento, CA 95814
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