THE CHURCH CONNECTION

CAMPAIGN: In the 1990s, African Americans had one of the highest incidence rates of cancer and were more likely to die than whites, according to the American Cancer Society. Their mortality rates were increasing while overall cancer rates were decreasing. Our goal was to increase survival rates among African Americans through early detection. Success depended on local advocates, so we recruited influencers from African American churches. To increase awareness, I developed messaging and collateral for church influencers to share. At no cost, I secured extensive, year-round coverage in media outlets to broaden the campaign, including a 12-page insert in the Fort Worth Star-Telegram. I also found an agency to develop a poignant and pro-bono brochure targeting African American men, who were more likely than African American women to ignore warning signs and may not view going to the doctor as a “manly” action. 

OUTCOMES: We connected with 150 Black faith centers serving 15,000 members. This approach led ACS to expand the program into a Texas-wide Cultural Development Council with a multiphase awareness and engagement campaign targeting Hispanic and Asian American communities. In 1998, ACS recognized the program with the nationally acclaimed Harold P. Freeman Service Award. Most importantly, ACS data for Texas from 2005 showed that after the early 1990s, cancer rates decreased in African American men and stabilized in African American women.