Abstract D010: Developing an inflammatory breast cancer campaign: Results from focus groups led by Komen scholars
Authors: Andrews Portia L , Burwell Alanna , Dixon Maria S , Kharabsheh Hamzah , Gant Dana M , Tate Tia A , Shehata Hassan , Fleming Jodie M , Ingraham Kearston L , Robinson Seronda A , Barrett Nadine J , Williams Kevin P 
Published: September 2020

Abstract
Introduction: Breast cancer (BC) remains the second leading cause of cancer deaths amongst women worldwide. In the United States, African American and Latino women are disproportionately burdened by the incidence and mortality of BC compared with Caucasian women. Inflammatory breast cancer (IBC) is a rare and aggressive form of BC. African American women are more likely to be diagnosed with IBC and at earlier age compared to whites. IBC frequently lacks a breast lump and hence is difficult to detect. IBC is often diagnosed late at stage III or IV and has worse prognosis than non-IBC BC. Critically, awareness of IBC continues to lag education on other breast cancers. Lifesaving information and resources to reduce cancer risks are not widespread amongst minority populations. Community engagement is a valuable asset that enhances the traditional biomedical scientist’s knowledge in understanding the connection between biological and social factors affecting a particular disease, with the goal of addressing, and ultimately diminishing, BC health disparities. Methods: The purpose of the focus groups were to determine the best methods and messages for community outreach to raise awareness about IBC. To follow up on our initial listening session at the 4th Annual Women’s Health Awareness Day at NCCU, several focus groups were engaged, each with 10-12 participants from various gender, racial, and economic demographics, recruited from the Raleigh and Durham communities. Participants were provided informed consent forms and demographic surveys to complete. With guidance and training from the Komen mentoring team, trainees crafted a marketing plan and focus group session guide. Trainees served as session moderators and note-takers and developed summary reports which highlighted themes from the sessions which included the following topics: knowledge of IBC, best methods for sharing health information, types of messages to raise awareness and promote action, and perceived barriers to breast cancer screening. Results: Information gathered from the focus group sessions provides a unique perspective to strategize and develop marketing campaigns to bring awareness to the community and minority populations in the community. Many participants were unfamiliar with IBC, how it is diagnosed, and treatment options. To better raise awareness about IBC, participants recommended the use of various social media platforms, promoting more one-on-one education, patient self-advocacy sessions, and changing the perception of the presence of lumps as an indicator of BC. Conclusion: Cancer incidence and mortality overall are declining in all groups in the United States; however, minority groups continue to suffer with increased risk of developing or dying from BC. Furthermore, there is a significant need to raise awareness and understanding of IBC in diverse communities. Partnerships between the community and researchers will facilitate the development of relevant and accessible information about IBC.
Citation Format: Portia L Andrews, Alanna Burwell, Maria S Dixon, Hamzah Kharabsheh, Dana M Gant, Tia A Tate, Hassan Shehata, Jodie M Fleming, Kearston L Ingraham, Seronda A Robinson, Nadine J Barrett, Kevin P Williams. Developing an inflammatory breast cancer campaign: Results from focus groups led by Komen scholars [abstract]. In: Proceedings of the Twelfth AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2019 Sep 20-23; San Francisco, CA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2020;29(6 Suppl_2):Abstract nr D010.