Breast Cancer and the Breast Cancer and the Environment Research Environment Research

CenterCenter

Kami Silk, PhDKami Silk, PhD Co-Investigator, Communication Core Co-Investigator, Communication Core

Department of CommunicationDepartment of CommunicationMichigan State UniversityMichigan State University

Principal Investigators

Sandra Z. Haslam, Ph.D. Professor of Physiology PI and Center Director

Charles Atkin, Ph.D. Professor of Communication PI

PurposePurpose

To explore the causes of breast cancer by To explore the causes of breast cancer by creating a network of research centers in creating a network of research centers in which:which:

multidisciplinary teams of scientists, clinicians, multidisciplinary teams of scientists, clinicians, and breast cancer advocates work together on a and breast cancer advocates work together on a

unique set of scientific questions that focus on unique set of scientific questions that focus on

• chemical, physical, biological, and social chemical, physical, biological, and social factors in the environment thatfactors in the environment that

• work together with genetic factors and lead to work together with genetic factors and lead to breast cancerbreast cancer

Overall GoalOverall Goal

• To develop public health messages forTo develop public health messages for

• young girls and women who are at high risk for young girls and women who are at high risk for breast cancer breast cancer

• about the role(s) of specific environmental stressors about the role(s) of specific environmental stressors in breast cancer in breast cancer

• and how to reduce exposures to these stressors.and how to reduce exposures to these stressors.

Breast Cancer and the Breast Cancer and the Environment Research CenterEnvironment Research Center

Granting Agencies:Granting Agencies: National Institute of Environmental Health National Institute of Environmental Health

SciencesSciences

National Cancer InstituteNational Cancer Institute

Funded for 7 yearsFunded for 7 years

MSU Foundation supplemental funds for 3 years MSU Foundation supplemental funds for 3 years

Four Funded CentersFour Funded Centers

NIEHS and NCI funded 4 centers NIEHS and NCI funded 4 centers across the countryacross the country

• Michigan State UniversityMichigan State University• University of CincinnatiUniversity of Cincinnati• University of PennsylvaniaUniversity of Pennsylvania• University of California, San University of California, San

FranciscoFrancisco

BCERC ComponentsBCERC Components

• Administrative CoreAdministrative Core

• Community Outreach and TranslationCommunity Outreach and Translation Research CoreResearch Core

• Basic Biology Research (all centers)Basic Biology Research (all centers)

• Epidemiology Research* (U.C., U.P., Epidemiology Research* (U.C., U.P., U.C.S.F.)U.C.S.F.)

MSU Center ComponentsMSU Center Components

Administrative Core Administrative Core

• Coordinate all MSU center activitiesCoordinate all MSU center activities

• Coordinate all MSU collaborative Coordinate all MSU collaborative interactions with the three other interactions with the three other centerscenters

MSU CenterMSU Center

Breast Biology Research ProjectBreast Biology Research Project

Environmental Effects on the Molecular Environmental Effects on the Molecular Architecture and Function of the Mammary Architecture and Function of the Mammary

Gland across the LifespanGland across the Lifespan

Definition of Environmental Definition of Environmental StressorsStressors ChemicalsChemicals DietDiet ActivityActivity Stress (socio-economic, Stress (socio-economic,

psychological)psychological)

Basic Science Collaborative Project

A. Normal mammary gland development using mouse model.

B. How do environmental stressors such as diet and chemical/hormonal exposures during pregnancy and prior to puberty alter normal development at puberty and eventual sexual maturity?

C. How do alterations in normal development at puberty and sexual maturity caused by environmental stressors affect breast cancer development after exposure to a known carcinogen?

Progesterone and mammary gland development

Biology Core TeamBiology Core Team

Principal Investigator:Principal Investigator:Dr. Sandra HaslamDr. Sandra Haslam PhysiologyPhysiology

Co-Investigators:Co-Investigators:Dr. Richard MiksicekDr. Richard Miksicek PhysiologyPhysiologyDr. Karl OlsonDr. Karl Olson PhysiologyPhysiologyDr. Susan ConradDr. Susan Conrad Microbiology & Molecular Microbiology & Molecular GeneticsGeneticsDr. Richard SchwartzDr. Richard Schwartz Microbiology & Microbiology & Molecular GeneticsMolecular GeneticsDr. Timothy ZacharewskiDr. Timothy Zacharewski Biochemistry & Environmental Biochemistry & Environmental ToxicologyToxicology

MSU CenterMSU Center

Community Outreach and Translation Core Community Outreach and Translation Core (COTC)(COTC)

Develop and implement strategies to translate the Develop and implement strategies to translate the scientific findings of the research centers into scientific findings of the research centers into information for the public and policy makers and information for the public and policy makers and determine if they are effectivedetermine if they are effective

Activities in collaboration with advocates:Activities in collaboration with advocates: Develop educational materials for children and adultsDevelop educational materials for children and adults Conduct public awareness forums, workshops and meetingsConduct public awareness forums, workshops and meetings Develop and evaluate new approaches to disseminate research Develop and evaluate new approaches to disseminate research

findingsfindings

Outreach and Translation CoreOutreach and Translation Core TeamTeam

Principal Investigator:Principal Investigator:

Charles Atkin, PhD, P.I.Charles Atkin, PhD, P.I. CommunicationCommunication

Co-Investigators:Co-Investigators:

Pam Whitten, PhDPam Whitten, PhD TelecommunicationTelecommunication

Kami Silk, PhDKami Silk, PhD CommunicationCommunication

Karen Shirer, PhDKaren Shirer, PhD MSU ExtensionMSU Extension

William Donohue, PhDWilliam Donohue, PhD CommunicationCommunication

Janet Osuch, M.D., M.S. Janet Osuch, M.D., M.S. Surgery & Surgery &

EpidemiologyEpidemiology

Advocate RolesAdvocate Roles

• Work in partnership with the biology and Work in partnership with the biology and epidemiology scientists to integrate consumer epidemiology scientists to integrate consumer concerns into the research protocolsconcerns into the research protocols

• Work in partnership the scientists and the Work in partnership the scientists and the outreach core to disseminate education about the outreach core to disseminate education about the project and its findings in their communities project and its findings in their communities

Community AdvocatesCommunity Advocates

Carol Callaghan, MPHCarol Callaghan, MPH Chief, Cancer Prevention & Control Section, MDCHChief, Cancer Prevention & Control Section, MDCH

Latecia Matthews, BSLatecia Matthews, BS Faith Access to Community Economic DevelopmentFaith Access to Community Economic Development

Christine Pearson, BAChristine Pearson, BA President, Susan G. Komen Breast Cancer Foundation, Greater Lansing President, Susan G. Komen Breast Cancer Foundation, Greater Lansing

AffiliateAffiliate

Lana Pollack, MALana Pollack, MA President, Michigan Environmental CouncilPresident, Michigan Environmental Council

Vicki Rakowski, RNVicki Rakowski, RN Executive VP for Medical Activities, Great Lakes Division of the Executive VP for Medical Activities, Great Lakes Division of the

American Cancer SocietyAmerican Cancer Society

MSU COTC ActivitiesMSU COTC Activities

Provide communication expertise to Provide communication expertise to other COTCother COTC

Assist with the annual conferenceAssist with the annual conference Develop materials that communicate Develop materials that communicate

breast cancer risk informationbreast cancer risk information Thus far, conducted formative Thus far, conducted formative

research research Focus groupsFocus groups Content AnalysisContent Analysis Phone surveyPhone survey

MSU Focus Group StudyMSU Focus Group Study

Community-based formative research Community-based formative research Ten focus groups (N=91)Ten focus groups (N=91)

6 adolescent girl groups6 adolescent girl groups 4 mother groups4 mother groups EAs, AAs, LatinosEAs, AAs, Latinos 4 counties in Michigan4 counties in Michigan

Data transcribed and codedData transcribed and coded

MSU Focus Group StudyMSU Focus Group Study

Awareness of breast cancerAwareness of breast cancer Beliefs about severity, susceptibility, and Beliefs about severity, susceptibility, and

efficacyefficacy Beliefs about breast cancer, role of the Beliefs about breast cancer, role of the

environment (physical and lifestyle)environment (physical and lifestyle) Useful for audience analysis to tailor message Useful for audience analysis to tailor message

contentcontent

MSU Focus Group StudyMSU Focus Group Study

Evidence of knowledge deficitsEvidence of knowledge deficits Evidence of lack of link between breast cancer Evidence of lack of link between breast cancer

and the environment, particularly among and the environment, particularly among adolescentsadolescents

Evidence of lack of understanding of the role Evidence of lack of understanding of the role of prevention in decreasing riskof prevention in decreasing risk

Evidence of lack of motivation to engage in Evidence of lack of motivation to engage in healthy behaviorshealthy behaviors

Barriers to Effective Health and Barriers to Effective Health and Risk CommunicationRisk Communication AbstractnessAbstractness ComplexityComplexity Low audience involvementLow audience involvement

Lack of perceived susceptibilityLack of perceived susceptibility ““everything causes cancer”everything causes cancer” Lack of future orientationLack of future orientation

Emotional and physical constraintsEmotional and physical constraints Low health literacy and innumeracyLow health literacy and innumeracy

ChallengesChallenges

How can we address barriers and create How can we address barriers and create effective health messages?effective health messages?

Note: There is NOT a simple formula for Note: There is NOT a simple formula for success.success.

Effective Message ConstructionEffective Message Construction

What is your goal?What is your goal? Conduct formative researchConduct formative research Let theory guide message constructionLet theory guide message construction

Theoretical “toolbox”Theoretical “toolbox” Cite credible sourcesCite credible sources SimplicitySimplicity Use emotional and rational appealsUse emotional and rational appeals

Effective Message ConstructionEffective Message Construction

Present multiple types of evidencePresent multiple types of evidence Narrative Narrative StatisticalStatistical

Present statistical evidence in multiple Present statistical evidence in multiple formatsformats

Use clear pictorial representationsUse clear pictorial representations Use intense languageUse intense language

Future PSAsFuture PSAs

Developed as results of studies emergeDeveloped as results of studies emerge Targeted to adolescents & womenTargeted to adolescents & women Focused on healthy diet and increased Focused on healthy diet and increased

physical activityphysical activity Imbed protective factor against breast Imbed protective factor against breast

cancer in the messagecancer in the message Professional and creativeProfessional and creative Guided by formative research & Guided by formative research &

message testingmessage testing

Helpful ResourcesHelpful Resources

Maibach, E., & Parrott, R. (1995). Designing health Maibach, E., & Parrott, R. (1995). Designing health messages: Approaches from communication theory messages: Approaches from communication theory and public health practice. Thousand Oaks: Sage.and public health practice. Thousand Oaks: Sage.

Rice, R.E. & Atkin, C.K. (2001). Rice, R.E. & Atkin, C.K. (2001). Public Public Communication Campaigns (3rd editionCommunication Campaigns (3rd edition). Thousand ). Thousand Oaks, CA: Sage.Oaks, CA: Sage.

U.S. Department of Health and Human Services U.S. Department of Health and Human Services (2002). Making health communication programs (2002). Making health communication programs work. NIH Publication No. 02-5145.work. NIH Publication No. 02-5145.

Thank you!Thank you!