Commitment  Compassion  Community Men’s Oncology Outreach Campaign

1. an urban oncology center Commitment  Compassion  CommunityMen’s Oncology Outreach Campaign

2. Scope of Our Challenge Breaking down access barriers to provide quality care to the medically underserved in our community. Preserving our academic mission: Integrating clinical care and outreach with research and education.

3. Scope of Our Challenge:Eliminating Cancer Disparities • Prostate cancer is the second leading cause of cancer deaths among men In the United States. • The projected number of new cases in the US is 230,000- with an estimated 30,000 men dying from the disease. • The incidence and death rates for Black men are highest in the world over. • Washington, DC, has the highest mortality rate from prostate cancer in the nation. • In Washington, DC deaths from prostate cancer are 19% and 30% higher, respectively, than the national averages.

4. The Men’s Oncology Center • The GW Men’s Oncology Center • Prostate Cancer • Testicular Cancer • Additional cancers which exhibit significant male gender disparity • Kidney • Bladder • Colorectal • Head and Neck

5. The Men’s Oncology Center • Clinical Team • Dr. Tom Jarrett: Chair of Urology • Dr. Fernando Bianco: Director, Urologic oncology • Dr. Jason Engle: Robotic Urologic Surgery • Dr. Michael Phillips: Brachytherapy • Dr. Hal Frazier: Urologic Oncology

6. The Men’s Oncology Outreach Program • Community-by-Community Cancer Control Campaign: Amgen Foundation Challenge Grant • Social Marketing Campaign: • Screening Programs: “Get in the Game” • Check out www.gwcancer.com • Grassroots Wellness Initiative: • Workplace Cancer Wellness Initiative • Congregational Cancer Wellness Initiative • Neighborhood Cancer Wellness Initiative

7. Meeting the Challenge: Partners with the GWCI

8. The Men’s Oncology Outreach Program • Screening Program: “Get in the Game” • www.gwcancer.com • Targeting men and empowering women to positively impact the health care behavior of the men in their lives. Karl Hobbs, Coach of the GW Colonials Men’s Basketball Team, and his wife Joann.

9. The Men’s Oncology Outreach Program • Social Marketing Campaign: “Get in the Game” • 30 second educational vignette that ran for 100 spots over a six week period. • Personal interview on Channel 9 News with the Dr. Tom Jarrett, Chair of the Urology Department at GW • Radio spots that aired on WTOP & The Washington Post Radio Station for six weeks • Advertisements in local newspapers • Announcements and information tables about the prostate cancer screenings at every Safeway in the city.

10. The Men’s Oncology Outreach Program • Cancer Wellness Outreach Initiative • Initially focuses our program on Ward 4; which has the highest cases of prostate cancer in Washington, DC. • By focusing on one area, we are able to draw resources from both programs to make events very successful. • Our first step was linking up with a community leader to act as a liaison and facilitator between the GWCI and the community.

11. The Men’s Oncology Outreach Program • Cancer Wellness Outreach Initiative • Workplace Cancer Wellness Initiative • Barbershop Training Program • Train Barbers to educate their customers about prostate cancer. • Monthly “Waiting Room” education events • Distribution of educational materials and flyers for ongoing screenings at the barbershops • Congregational Cancer Wellness Initiative • Educational and screening programs with Men’s and Health Ministries in local Churches.

12. The Men’s Oncology Outreach Program • Cancer Wellness Outreach Initiative • Neighborhood Cancer Wellness Initiative • Participate in community programs in the area • Examples include: • 2006- Congressional Black Caucus Foundation Conference, Adam’s Morgan Day Festival; • 2007-Black Family Reunion, Stone Soul Family Picnic, DC Department of recreation Super-Tots Day, 100 Black Men Health Fair

13. The Men’s Oncology Outreach Program • September Screening Results • Inquiries: 436 men • 333 presented for screening • 103 no shows • *Screening has continued to this date: over 400 men have been screened to date

14. The Men’s Oncology Outreach Program Racial and Ethnic Participation

15. The Men’s Oncology Outreach Program Participation Source

16. The Men’s Oncology Outreach Program Racial and Ethnic Participation by Media Source

17. The Men’s Oncology Outreach Program Participation by State (District) 18% 24% 48%

18. The Men’s Oncology Outreach Program Outcomes? • Of the 333 men screened • 52 (16% men) had a PSA > 4 • 36 more (11%) had abnormal DRE (total requiring follow-up = 27%) • 30 men seen in the GW MFA (others referred back to their own urologist) • 10 additional visits pending • 14 biopsies to date • 8 cancers detected • Four of these patients were uninsured • GWCI worked with 3 of the four uninsured patients to get on Medicaid or DC Alliance • Cancer Care Offered to all, regardless of insurance status.

19. The Men’s Oncology Outreach Program Interesting Observations • The man with the most aggressive cancer had a normal PSA value (age 53). • His cancer was detected by DRE. • The Campaign was very successful in reaching Blacks. Needs to be retooled in Spanish, and broadcast in Spanish media, to reach the Latino population (in progress).

20. The Men’s Oncology Outreach Program Since September 2006: • We have been implementing the Cancer Wellness Initiative. GW Cancer Institute has worked with….. • 36 churches; • 6 worksites; • 3 fraternal organizations; • 4 African American barbershops; • 15 community based organizations; • Co-hosted with ACS one focus group with prostate cancer outreach workers • Encourage over 875 DC residents from minority populations to understand the importance of cancer prevention.

21. The Men’s Oncology Outreach Program Since September 2006: • We have also been…. • Gearing up for the September 2007 prostate cancer campaign; • Finding ways to replicate this effort in the Hispanic community in 2008; • Gearing up for a colorectal cancer social marketing campaign in 2008.

22. The Men’s Oncology Outreach Program Lessons Learned: • One of the most effective ways to get to men are through the women in their lives; • Collaboration is essential for success; • Identifying community leaders will help outreach workers gain trust in the community; • Less is more; • When trying to convince men about getting screened…. mention their kids and how important it is to see them grow up….

23. The GW Cancer Institute An urban oncology center dedicated to excellence in cancer care, cancer research and cancer education, and to understanding and eliminating cancer disparities.