Presentations

Abstract

Introduction:

Breast cancer incidence rates among Black women under the age of 40 have been increasing over the last several years. However, breast cancer awareness among young Black women is low. Greater awareness of breast cancer risk factors and screening is associated with early-stage diagnosis and higher survival rates.

Purpose:

The objective of this project was to identify the preferred attributes of breast cancer education messages among young Black women.

Methods:

An exploratory mixed methods study design was used to conduct this project. A series of breast cancer education messages were developed based on the core constructs of the Health Belief Model. A conjoint analysis survey was used to identify preferred attributes of the messages including, message frame (gain frame vs loss frame), message source (peers vs healthcare providers), and message design (graphic vs image). Black female college students between the ages of 18 and 26 were recruited to participate in the study.

Results:

The mean age of the participants (n=33) was 21.03 (±1.85) years. Over 94% of the participants preferred black female representation in breast cancer awareness when discussing breast cancer risk factors and screening. Realistic images were preferred over graphic depictions. Additionally, participants preferred positive framing when discussing the prevalence of breast cancer among women.

Conclusion:

Positive framed messages with realistic black female images were strongly preferred when conveying to the target population. The results of this study can be used to tailor effective breast cancer education messages and increase breast cancer awareness in young black women.