Division A - Public Relations Programs
Category 2 - Public Service
M. D. Anderson Cancer Center Orlando: Helping Central Floridians Digest Information About Colon Cancer
Michelle Lynch, Christine Martinez, APR
Award of Distinction
Research/Situation Analysis:
Colon or colorectal cancer is the third leading cause of cancer deaths
for Americans following lung and breast cancer in women and lung and
prostate cancer in men, according to the American Cancer Society (ACS).
In 2007, more than 154,000 Americans will be diagnosed, and over 52,000
will die. In Florida, 11,000 cases will be diagnosed.
While these
statistics are sobering, the good news is most deaths can be prevented
using available screenings and treatments. Colon cancer is curable 90
percent of the time when detected early. Also, screenings can be used
to detect certain pre-cancerous growths allowing them to be removed
before developing into cancer and screenings can detect cancer earlier,
when it’s easier to treat. Because screenings can save lives, getting
more people tested is a public health priority.
Unfortunately, a
2006 Harris poll revealed that three out of four Americans ages 50-70
failed to get screened regularly. And, according to the latest health
brief from the Health Information National Trends Survey, conducted by
the National Institutes of Health, the majority of Americans don’t even
know the age when they should begin screenings.
Because colon
cancer is the third most diagnosed malignancy seen at M. D. Anderson
Cancer Center Orlando, an awareness campaign was launched in March
2007, National Colon Cancer Awareness Month, to educate Central
Floridians and hospital employees and to remind community physicians
that colon cancer is largely preventable, treatable and beatable
through regular screenings, a healthy lifestyle and expert clinical
care. The campaign concluded with a two-day visit from Super Colon, an
inflatable 20-foot long, 8-foot high replica of the human colon. As
visitors toured the display, they got an up close look at healthy colon
tissue, non-malignant diseases like Crohn’s and colitis, colon polyps
and various stages of colon cancer. The display, on loan from the
Cancer Research and Prevention Foundation, travels nationwide to
encourage the public to learn more about screenings, individual risk,
and prevention and treatment.
Objectives: 1.
Obtain media coverage about colon cancer and Super Colon on two local
TV stations and in our main local newspaper, The Orlando Sentinel, and
communicate the key message that colon cancer is preventable, treatable
and curable. 2. Enroll at least 50 participants, ages 50 or older, per
session in our educational series and provide attendees with
information to enable them to develop healthier lifestyles. 3. To have
at least 100 patients and M. D. Anderson – Orlando and Orlando Regional
Healthcare (our parent company) employees learn more about colon cancer
by visiting the Super Colon exhibit.
Implementation: Target audiences included seniors
who are at the age when most diagnoses occur; organizations, such as
Sisters Network and the African American Health Summit, targeting
minorities with a higher incidence of the disease; Orlando Regional
Healthcare employees, who work directly with patients, and community
physicians. We used the following vehicles to disseminate information :
1) A news release and media advisory were sent to local print, radio
and TV stations; 2) Events were posted on community calendars (print,
TV, Web); 3) A direct mail piece featuring Blair Culpepper, a colon
cancer survivor and prominent member of Orlando’s business community,
along with information on upcoming classes, was sent to 50,000
households in our service area – Orange, Osceola & Seminole
counties – and additional pieces were distributed among local physician
offices; 4) Ads, complimenting the direct mail piece, were featured in
the Southwest Orlando Bulletin, Orlando Magazine and First Monday, an
Orlando Chamber of Commerce publication; 5) Blair’s story and colon
cancer information was posted online, and all collateral referenced the
Web site; 6)Posters of the ad were displayed in our center and outlying
facilities; 7) Interested civic groups received colon cancer
information and speakers’ bios; 8) Mailings were sent to local
physicians encouraging conversations with patients about screenings; 9)
Awareness articles and class information was featured in 55PLUS, a
local seniors group newsletter mailed to 60,000 homes in the tri-county
area and in our employee newsletter, In Touch, distributed to 12,000
employees; 10) Orlando Regional employees (12,000) received weekly
e-mails throughout March.
Evaluation: 1) M. D. Anderson – Orlando received
TV coverage on WKMG-Ch. 6 and Central Florida News 13. The Orlando
Business Journal and The Orlando Sentinel ran three photos and cutlines
prior to the exhibit opening. Also, the Sentinel’s Web team interviewed
Dr. Omar Kayaleh, M. D. Anderson – Orlando’s GI Specialty Section team
leader, and included the interview and several Super Colon exhibit
photos online, which were also picked up by the South Florida Sun
Sentinel. Fourteen stories garnered more than 1.5 million impressions.
2) Over 150 people in our target demographic attended the colon cancer
series and most classes were standing room only. Additional requests
led to a presentation to over 100 residents of The Villages, a large
senior retirement community, in Lady Lake, near Orlando, by Drs.
Kayaleh and M. Asif Mouiddin, a gastroenterologist, with our sister
facility, Orlando Regional Medical Center. Additionally, Denise
Fusselman, RN/community outreach coordinator for the center, spoke to
area groups including the Sisters Network (100), African American
Health Summit (3000), Walgreens Pharmacy employees (100) and several
area churches. 3) Nearly 600 people, patients and employees alike,
visited the Super Colon exhibit over a two-day period. Health care
workers, including colorectal surgeons, nurses and nutritionists were
on hand to provide information and answer questions. Since April, our
new patient referrals department has reported a 10 percent increase in
appointments for colonoscopies. 4) Requests for collateral materials
have been received from many local physician offices and our speakers’
bureau has received numerous requests from local community groups for
educational presentations.
Budget: M. D. Anderson – Orlando’s
Marketing/Media team allocated $10,000 for the awareness campaign.
Costs were for the direct mail piece, posters, ads and educational
collateral. Sanofi-Aventis sponsored the Super Colon display and
Bristol Meyers Squibb, Genetech Pharmaceuticals and Roche
Pharmaceuticals provided refreshments for the educational series.