This document describes a cervical cancer prevention campaign called "Es Tiempo" aimed at Latinas and their families. It outlines: 1) A partnership between USC researchers and community organizations to design the campaign using a community-based model. 2) Formative research with Latina focus groups found they wanted reminders about cervical cancer screening, maps to low-cost clinics, and incentives to offset missed work or childcare. 3) The campaign's creative solutions included using the annual bloom of the Jacaranda tree as a reminder, distributing maps and graphics about clinics, and offering gift cards at workplaces. 4) The campaign was tested successfully at one clinic and seeks funds to implement and

1. Es Tiempo
for UniHealth
(It’s Time for UniHealth)
A CERVICAL CANCER CAMPAIGN FOR
LATINAS AND THEIR FAMILIES
Lourdes Baezconde-Garbanati, PhD, MPH, Co-Director,
Patient Education and Community Outreach Center,
Norris Comprehensive Cancer Center and IPR, PM

2. A Unique Partnership
 Lourdes Baezconde-Garbanati
 Sheila Murphy
 Paula Amezola
 Vickie Cortessis
 Laila Muderspach
 Robert Haile
 Mariana Amatullo
 Elisa Ruffino
 Stephen Grubber
 Janet Villarmia
 Students and interns USC/Art Center
 The Art Center, College of Design, Designmatters
Program
 Annenberg School of Communication and Journalism
 Patient Education and Community Outreach Center and
The Auxiliary, Norris ComprehensiveCancer Center
 Institute for Health Promotion and Disease Prevention
Research, Department of Preventive Medicine, Keck
School of Medicine of USC
 Clinica Monsenor Cesar Romero

3. Community-Based Participatory and
Culturally Centered Research Model
Establish Academic/Community Partnerships
Assess Community Readiness to Engage
Define Community Priorities
Program Planning, Implementation
Evaluation with Communities from Conceptualization Through
Every Step of the Research Process
Building/Sustaining Relations
Linking to new partners
social and cultural norms,
Community Input
Cultural Values
Cultural Beliefs,
Cultural Communication
Community Assets
Knowledge, Attitudes
Community Resiliency
Culturally and Language
Specific Prevention
Culturally based Population
Outreach, In-reach,
Within- reach
Academic Partner
Community
Partner
Capacity Building
Increase capacity to engage
communities
Increase Cultural and
Community Competency
Build Academic partner
competency
Build community competency

4. Rationale for Intervening
on Cervical Cancer Among
Latinas
 Hispanic women have the highest incidence and mortality rates
of cervical cancer in the U.S.
 HPV vaccination rates are among the lowest in the country.
 Even when women vaccinate their children, they do not always
comply with all dose vaccinations

5. Mortality and Vaccination Rates
 Cervical cancer mortality rates among Hispanic women are
significantly high (3.4 deaths per 100,000) in comparison to
non-Hispanic White women (2.5 deaths per 100,000).
 Percent of 13-17 year old girls who have received all HPV
vaccine shots in Los Angeles County (2011)
 L.A. County: 19.8%
 White: 30.3%
 Asian/Pacific Islander: 22.4%
 Black: 19.2%
 Hispanic: 16.2%

6. Statement of the Problem
 There are very effective means of preventing or treating
this cancer
 Rates of cervical cancer in Hispanic women are
predicted to double or triple if we do not intervene soon

7. Methodology
 Students from the Art Center were trained on cervical cancer
issues with Hispanic women, including visits to LAC+USC
Medical Center
 A series of meetings were held addressing the issues and
needs in the community
 Formative research took place via 12 focus groups
 A culturally focused and language appropriate educational
campaign was produced and tested

8. Results:
What Do Women Want?
 Women need to know where clinics are located.
 Women can’t afford to take a day off from work to go to
a clinic.
 Women need reminders.

9. SOLUTION #1: Create a reminder system

10. THE BIG IDEA: exploit the Jacaranda tree’s annual
bloom.

11. Logo conveys two main messages
When it blooms, it’s time to schedule your Pap.
When it blooms, It’s time to get your HPV vaccine.

12. design
attractive, memorable, and flexible

13. posters
in stores, and at bus shelters and workplaces

14. SOLUTION #2:
Provide maps and graphics to local free and low-cost
clinics
Create associations of campaign log with going in for
screening and HPV vaccination during April - June

15. graphics
Labeling clinics that offer low-cost Peps and low
to no cost vaccination for boys and girls

16. Way Finders pictures

17. Picture of women at bus stop

18. Picture of Es Tiempo on
Buses

19. Pictures of Es Tiempo at
Caltrain station

20. SOLUTION #3: create a meaningful incentive
system; one that can compensate women for
lost wages or child-care expenses.

21. VISA gift card
distributed at workplaces, shops, libraries

22. SOLUTION # 4: create a compelling
fundraising program.

23. o.p.i. colors
Buy “Es tiempo” colors: profits pay for Pap tests

24. Next Steps
 Secure funding partner to implement and evaluate the
campaign
 How Es Tiempo fits with the Unihealth Mission and
goals

25. Potential for Implementation with
Community Partners, Clinics and
Organizations
Partners:
SC Clinical Translation Science
Institute (CTSI) – Office of
Community Engagement and
our Patient Education and
Community Outreach Partners
we have the potential for
outreach to 185 clinics
Expand the reach of our NIH funded
campagin on HPV vaccination
LA County + USC we can serve one
million ambulatory care patients,
39,000 in patients with 1000
residents supplied in part by
USC
 East Los Angeles Area: Boyle Heights and East L.A.
(9 clinics)
 Northeast Los Angles, Pasadena, Glendale, Burbank
(13 clinics)
 Southeast Los Angeles (25 clinics)
 Central/South LA Pico Union (39 clinics)
 San Gabriel and Pomonona Valley (6 clinics)
 San Fernando and Antelope Valley areas (31 clinics)
 South Bay/Long Beach (18 clinics)
 West Los Angeles (11 clinics)
 Los Angeles County Department of Public Health (27
clinics)
 L.A. County Hospitals (6 clinics)

26. Promising Results
 Tested the Campaign at Clinica Monsenor Romero
 Results of testing
 Ready for Implementation and Evaluation

27. Seeking Funds to Implement
and Evaluate Campaign
 Experimental design
 Phase in approach
 Add clinics by geographic
areas
 Depending on funding
determine reach of campaign
 Conduct process and impact
evaluation
 Assess outcomes at
participating clinics
 Measures of success
 Increase in HPV vaccination
rates at clinics
 Increase in Pap test
screenings at clinics
 Numbers of materials
distributed
 Numbers of women and
families reached

28. Create female products with theme, logo and
Es Tiempo colors

29. Budget

30. Jacaranda trees
are found around the world

31. Other Potential Projects