Abstract B047: Development of a multi-cultural HPV-related community engaged cancer awareness and vaccine initiation campaign: Es Tiempo-MICEO Campaign
Authors: Garcia Lizette , Barahona Rosa , Escobedo Patricia , Verganza Samantha , Wynter Essence , Lee Sz-Ying , Baezconde-Garbanati Lourdes 
Published: September 2024

Human Papilloma Virus (HPV) vaccination protects against multiple HPV strains known to cause cervical and other cancers, including vaginal, penile, and oropharynx. Vaccination is effective at preventing HPV infections and pre-cancerous lesions. There has been a lag in vaccination rates due to vaccine hesitancy. Reasons for vaccine hesitancy are multi-factorial, including mistrust and lack of accurate information. This is particularly true among children of foreign born, immigrant parents. Vaccine hesitancy will augment cancer disparities in groups already disproportionately affected by HPV-related cancers. The Es Tiempo/Miceo campaign is being expanded to new audiences to increase HPV awareness and vaccine initiation. Here, we assess the effectiveness of material culturally adapted to Hispanic/Latino, African American, Chinese, and Korean communities. Thirty five individuals, ages 18-30, including college, medical and graduate students were surveyed via Qualtrics. Each participant assessed artificial- intelligence (AI) created material culturally adapted to these diverse audiences. Each educational material used Es Tiempo slogans of “it’s important, it’s easy, it’s time” and included health information about the HPV vaccine and where to go for more information. Graphics ranged from pictures of families, to clip-art like depictions of people, to other cultural symbols. After selecting top ranked material by ethnic groups, participants rated the material for content, graphics, literacy, and cultural appropriateness. The ethnicity breakdown included 9% White, 49% Asian, 17% African American/black, and 26% Hispanic/Latino or Spanish origin. The top ranked image for each racial/ethnic group included graphics of people. For the Hispanic/Latino- adapted material, 78% (n=28) strongly agreed or agreed that the image encouraged them to get the vaccine, 89% and 96% rated as excellent or good the content about behavioral change and cultural appropriateness. For African Americans, 83% (n=18) strongly agreed or agreed that the image encouraged them to get the vaccine, 89% rated as excellent or good the content about behavioral change and cultural appropriateness. The Korean-images received the lowest ratings with 60% and 62% rating the material as excellent or good. Common responses to achieve more engaging materials included: “real people draw more attention than clip art,” and to include group images to “encourage this vaccine for people of all sexual orientations.” Common reasons for not liking images included: not including people that were age-appropriate for the HPV vaccine. The survey shows that the images are effective at encouraging vaccine initiation and are culturally appropriate. However, the sample size was small. Campaign elements will be optimized through focus groups and listening sessions with representatives from each racial/ethnic group.

Citation Format: Lizette Garcia, Rosa Barahona, Patricia Escobedo, Samantha Verganza, Essence Wynter, Sz-Ying Lee, Lourdes Baezconde-Garbanati. Development of a multi-cultural HPV-related community engaged cancer awareness and vaccine initiation campaign: Es Tiempo-MICEO Campaign [abstract]. In: Proceedings of the 17th AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2024 Sep 21-24; Los Angeles, CA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2024;33(9 Suppl):Abstract nr B047.