WOMENS STORIES--A VIDEO ON THE IMPORTANCE OF MAMMOGRAMS

尽管经过多年的公共卫生干预，50岁以上的美国女性中只有不到一半接受了推荐的乳房x光检查。在年龄较大的少数族裔女性中，这一比例甚至更低。需要新的方法来增加50- 75岁妇女的乳房x光检查。计划行为理论认为，来自参考群体的信息会对一个人的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据更有影响力。第二阶段提案的目的是制作一盘高质量的录像带，重点关注女性的故事，鼓励50岁以上的女性进行乳房x光检查。讲述她们故事的女性将在目标年龄范围内，种族多样化，并且与观众有亲和力。这一创新办法突出表现在以下方面：*录像带将侧重妇女的故事；该方法在理论上是有根据的；这盘录像带将呈现大多数女性都能感同身受的真实的日常女性；*非裔美国人和西班牙裔女性尤其受到攻击；*该方法易于实施，可以接触到广泛的受众；*该录像带的有效性将在随机试验中进行评估；而且这种产品有很大的市场。拟议的商业应用：该录像带将面向超过4420万50岁以上的女性销售。市场营销将针对美国58,000多名全科医生和家庭医生，3,500名放射肿瘤学家，8,000名放射科医生和妇产科专家。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)癌症倡导组织；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.