Social Media Action to Reach, Teach and Educate Greater Richmond, VA, 2.0 (SMARTER-VA 2.0)

Virginia Commonwealth University, Richmond VA

Investigators

Linked publications, trials & patents

Abstract

PROJECT SUMMARY The Massey Comprehensive Cancer Center (Massey) at the Virginia Commonwealth University (VCU) seeks an administrative supplement for its National Cancer Institute (NCI) Cancer Center Support Grant (CCSG), for multi-channel communication campaigns for improvements in cancer education and outcomes in underserved populations. As a leading academic medical center within the Commonwealth of Virginia, the Massey serves a 66-locality catchment area spanning central, southern, and eastern Virginia. This region is home to more than four million residents and is characterized by communities with substantial racial, geographic, and socioeconomic diversity that contributes to a higher overall cancer burden and significant health disparities than reported nationally. Of those 66 localities, 26 are identified as colorectal cancer (CRC) hotspots in Virginia. In addition, 11 of the 66 localities are listed in the top 50 in the US for high mortality among screenable cancers including CRC. In this project, Social Media Action to Reach, Teach, and Educate greater Richmond, Virginia, 2.0 (SMARTER-VA 2.0), Massey will direct the multi-channeled communication efforts to the six of the 11 high mortality localities, including Colonial Heights, Essex County, Halifax County, Martinsville, Nottoway County, and Sussex County. These localities have high CRC incidence and mortality, and higher rates of behavioral risk factors for cancer (e.g., obesity and smoking) than Virginia and US populations. SMARTER-VA 2.0 will focus on the general population, 30+ years old, utilizing multi-channel communication strategies including lead-time messages for improvements in cancer education and outcomes for those with an average risk of CRC and on-time messages for the 45 to 50 age group, who may not be aware of new CRC screening guidelines. Massey looks to expand educational opportunities for this population to increase the prevention, early detection, and uptake of CRC screening and address health literacy gaps toward actionable change. Guided by the 2021-2025 Strategic Plan, MCC’s overarching focus for research, education, and community outreach and engagement efforts will be to reduce cancer health disparities and improve survivorship for all with priorities placed in developing innovative approaches to the prevention and treatment of lung, gastrointestinal, breast, and prostate cancers as well as two key behavioral factors, tobacco and obesity control.