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COTC

COTC. Appropriate Messages about Diet Relating to Breast Cancer Charles Atkin PhD MSU Communication Maria Lapinski PhD MSU Com/Food Safety. Diet Communication Strategies. TARGET AUDIENCES TARGET BEHAVIORS COMMUNICATION CHANNELS CAMPAIGN SOURCES PERSUASIVE APPEALS

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COTC

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  1. COTC Appropriate Messages about Diet Relating to Breast Cancer • Charles AtkinPhD MSU Communication • Maria LapinskiPhD MSU Com/Food Safety

  2. Diet Communication Strategies • TARGET AUDIENCES • TARGET BEHAVIORS • COMMUNICATION CHANNELS • CAMPAIGN SOURCES • PERSUASIVE APPEALS • CULTURAL APPROPRIATENESS

  3. Target AudiencesDirect vs. Indirect Message Flow • Message  Girls • Message  Mothers  Girls • Message  Policymakers  Girls

  4. Which Target Responses? SOCIAL MARKETING: “Product Line”… e.g. -- Eat specific healthy foods -- Avoid specific junk/risky foods -- Consume fewer total calories -- Serve children nutritious diet -- Pressure fast food chain to offer options

  5. Representation of Target Behavior 1. VISUAL modeling (suitable for imitation) 2. VERBAL recommendation/exhortation 3. IMPLICIT suggestion

  6. Type of message 1. INSTRUCTIONHow 2. PERSUASIONWhy 3. AWARENESSWhat When

  7. Why instructional? • Learn which foods to choose • Learn cooking techniques • Strengthen self efficacy • Learn critical viewing skills: advertising entertainment

  8. Persuasive Appeals Immediate vs. remote outcome High vs. Low likelihood Strong vs. mild severity/payoff -- Health appeal: Breast cancer -- Many other appeals: Athletic performance Attractive to peers Self esteem

  9. What works best to promote diet? FOR GIRLS: Immediate & Likely outcomes Not BC threat FOR MOTHERS: Limited > frequent BC Positive > negative appeal Multiple > single appeal Subtle > vivid style

  10. Why use BC threat sparingly? • Not appropriate in media messages for girls • Lack of intuitive connection Complex causal chain • Lengthy time lag to outcome Food ---------------------- Harm • Already perceive greater risk than actual

  11. Where’s diet on NCI list? • Age • Personal history of BC • Family history • LCIS • Gene changes (BRCA1 BRCA2) • Age of menarche • Age of first child birth • HRT (E+P)

  12. NCI List (continued) 9. White race 10. Radiation therapy 11. Breast density 12. Took DES 13. Overweight (post-menopause) 14. Lack of physical activity 15. Drinking alcohol

  13. Note at end of NCI list: “Other possible risk factors are under study….effect of diet”

  14. Survey of adult women listing perceived seriousness of BC risk factors Score0-10 scale 9 Genetics / Family history 7 HRT 6 High-fat foods in childhood 6 Obesity in childhood 4 Chemicals / Pesticides

  15. If message presents breast cancer appeal… Most Credible BC Institutional Sources: • American Cancer Society • Federal agencies (CDC/NIH) • Medical centers • Foundations (Komen) • Universities (MSU)

  16. Best personalized messengers to convey breast cancer appeal… 1. Typical survivor Mom 2. Medical expert Mom 3. Typical girl/mother Mom, Girl 4. CelebrityGirl, Mom 5. Unique character? Girl

  17. Channels:GIRLSPARENTS • TV PSA spots • TV entertainment inserts • Internet games • Posters / Comics / Play booklets • Magazine/NP feature stories • Internet websites • Printed instructional materials

  18. Non-BC diet messages in media HUGE AMOUNT OF “CHILDREN & DIET” CONTENT CAN BE LEVERAGED: Number of stories in USA Today 2000-2005 • 488 Diet total -- 38 Diet & BC -- 331 Diet & Children -- 2 Diet & BC & Children

  19. NEWS COVERAGE in National Media Environmental risk factors for breast cancer (N= 231 stories in 2003-04) • 3% BC & obesity • 2% BC & eating certain unhealthy foods • 1% BC & eating certain beneficial foods • 1% Parents discourage obesity due to BC

  20. Advocacy Approaches GOAL: Alter policies/practices of food-related organizations TARGETS: Government agencies Restaurant chains TV networks Schools

  21. Influencing Organizations • Direct lobbying/lobbying (oral, written) • Augmented by perceived public opinion -- endorsements from associations -- sentiment in public forums -- comments in radio call-in programs -- published commentaryand letters -- direct input via mail and calls -- public opinion polls

  22. Influencing organizations:Role of media Raise diet/obesity issue on news agenda VOLUME & PROMINENCE OF STORIES Shape public opinion: editorial stance selection of news

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