WOMENS STORIES--A VIDEO ON THE IMPORTANCE OF MAMMOGRAMS

尽管多年来进行了公共卫生干预，但在50岁或50岁以上的美国妇女中，只有不到一半的人得到了推荐的乳房X光检查。这一比例在老年少数民族妇女中甚至更低。必须采取新的办法，增加50- 75岁妇女的乳房X光检查。计划行为理论认为，来自一个人参照群体的信息会对信念和行为产生影响。此外，认知心理学的研究表明，一个令人难忘的例子往往比事实和数字更有影响力。第二阶段提案的目的是制作一盘高质量的录像带，重点介绍妇女的故事，鼓励50岁以上的妇女进行乳房X光检查。讲述自己故事的女性将在目标年龄范围内，种族多样，观众与之有亲和力。这一创新方法的突出特点是：* 录像带将侧重于妇女的故事; * 这一方法有理论依据; * 录像带将展示大多数妇女都能接触到的真实的日常妇女; * 非裔美国妇女和西班牙裔妇女特别有针对性; * 这一方法易于实施，可接触到广大观众;* 录影带的效用将以随机试验方式评估;及 * 该产品市场广阔。建议的商业应用：录像带将销售给超过4420万50岁以上的妇女。营销将针对美国的58，000多名全科和家庭医生，3，500名放射肿瘤学家和8，000名放射科医生以及Ob/Gyn专家。机构营销工作将通过以下方式进行：1）HMO; 2）医院和其他卫生保健设施; 3）癌症宣传组织; 4）医学协会。

Despite years of public health intervention, less than half of all U.S. women aged 50 years or older get recommended mammograms. This percentage is even lower among older minority women. New approaches are necessary to increase mammography screening among women aged 50- 75. The Theory of Planned Behavior suggests that messages from a person's reference group can have an impact on beliefs and behavior. Further, research in cognitive psychology suggests that often a memorable example can have a greater impact than facts and figures. The aim of this Phase II proposal is to produce a high quality videotape focusing on women's stories that will encourage women over 50 to get mammograms. Women telling their stories will be in the target age range, ethnically diverse, and with whom viewers have affinity. This innovative approach is highlighted by the following: * the videotape will focus on women's stories; * the approach is theoretically grounded; * the videotape will present real everyday women that most women can relate to; * African-American and Hispanic women are particularly targeted; * the approach is easily implemented to reach a wide audience; * the effectiveness of the videotape will be evaluated in a randomized trial; and * there is a large market for the product. PROPOSED COMMERCIAL APPLICATIONS: The videotape will be marketed to the more than 44.2 million women over age 50. Marketing will be targeted to the over 58,000 General and Family Practitioners, 3,500 Radiation Oncologists, and 8,000 Radiologists in the United States and Ob/Gyn specialists. An institutional marketing effort will occur through: 1) HMO's; 2) hospitals and other health care facilities; 3) cancer advocacy organizations; and 4) medical societies.