Administrative Supplements for the NCI P30 Cancer Center Support Grants for Multi-Channel Communication Campaigns for Improvements in Cancer Education and Outcomes (MICEO) in Underserved Populations

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Project Summary The goal of our project is to address common misperceptions about cancer prevention, increase rates of cancer screenings (e.g. breast, cervical, colorectal, lung) and tobacco use intervention among otherwise medically underserved adults age 30+ (Track 2). This project builds on our ongoing collaboration with the Michigan Primary Care Association (our state FQHC network) and Packard Health (our local FQHC). Over the past three years, we have worked together on the UM Rogel Cancer Center supported Catch Up on Cancer Screening initiative to address the impact of COVID-19 pandemic on cancer screening. While we have had initial success in these efforts, we have also identified critical needs to increase the effectiveness of population health outreach, leverage and magnify the contributions of community health educators (CHEs), and identify optimal strategies for patient engagement. We propose to address these critical needs by 1) Developing a community-engaged personally tailored cancer screening and prevention digital planning tool (CanPlan), 2) Promote CanPlan engagement through multi- channel outreach (Direct-to-patient messaging, Proactive CHE outreach, Health center focused social marketing, Local community focused social media, Peer-to-peer snowball recruitment). The tailored CanPlan program will engage users to create a personally tailored cancer prevention action plan. Innovative features of the CanPlan program include 1) Speaking in the voice of CHEs (through tailored video), 2) Incorporation of local community and crowdsourced cancer screening and prevention messages, and 3) Recognizing and responding to user reported everyday experience of discrimination, medical mistrust, and unmet social determinants of health (SDOH) needs. We will evaluate CanPlan implementation (e.g. engagement, engagement efficiency, user characteristics), and patient-reported (understanding of cancer prevention key facts, behavioral activation, program satisfaction), and utilization (e.g. cancer screening) outcomes. Evaluation will address CanPlan performance overall and separately for each outreach channel. Upon completion of the proposed work, we will be in a strong position to disseminate the CanPlan program and guide CanPlan promotion with stakeholders throughout the state and potentially across the country.