DESCRIPTION: BioTechnical Communication (BTC) is proposing the
development and broadcast of a talk show ("the Program") that will deliver
cancer prevention and control information to African-American adults
throughout the country using the interactive radio format of a "call-in
talk show". The Program will exist as an independent commercial media
product, that can be supported with advertising and/or corporate
sponsorship. The Program will be broadcast by a network of African-
American radio stations. The Program offers a creative strategy to
address the low level of awareness and knowledge about cancer that is
common within the African-American community. Phase I will use focus
groups comprised of African-American men and women to explore their
attitudes, beliefs, and perceptions about cancer to identify themes and
strategies that would be effective in presenting cancer information to
this population using the medium of a call-in radio talk program. This
information will be used to develop a program concept that is responsive
to the interests and concerns of the target population with respect to
cancer. Phase II research will use survey methodology to evaluate the
Program's impact on cancer-related attitudes, knowledge and behavior in
the target population. The proposed research strategy provides an
unprecedented opportunity to evaluate this broadcasting format as a means
of improving cancer literacy among this population. The proposed Program
will circumvent the inherent limitations of short-term media campaigns and
public service announcements and will offer an innovative use of network
PROPOSED COMMERCIAL APPLICATION: NOT AVAILABLE
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