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首页> 外文期刊>International Journal of Nonprofit and Voluntary Sector Marketing >Using social marketing to increase breast cancer screening among African American women: perspectives from African American breast cancer survivors
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Using social marketing to increase breast cancer screening among African American women: perspectives from African American breast cancer survivors

机译：利用社交营销提高非裔美国女性的乳腺癌筛查：非裔美国乳腺癌幸存者的观点

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摘要

Despite progressive preventative techniques, intervention programs, and guidelines to help reduce breast cancer mortality, African American women (AAW) remain affected by breast cancer in greater numbers compared to Caucasians. As rates of breast cancer mortality continue to increase among AAW, a greater need for change emerges, which should include crafting culturally specific social marketing programs that promote breast cancer awareness among AAW. This exploratory study focuses on social marketing strategies to promote this awareness. The research underscores several social marketing strategies from the perspective of AAW (N = 130) breast cancer survivors. Qualitative data were collected from focus groups regarding social marketing strategies needed to promote breast cancer awareness. The discussions revealed social marketing campaigns that are culturally sensitive and unswerving are more likely to increase behavior modification. Furthermore, messages from other AAW tailored toward a specific market are more beneficial for promoting breast cancer screening.
机译：尽管有先进的预防技术，干预计划和指南有助于降低乳腺癌的死亡率，但与白种人相比，非洲裔美国妇女（AAW）仍然受到乳腺癌的影响更大。随着AAW中乳腺癌死亡率的持续上升，对变革的需求不断增加，这应包括制定具有文化特色的社会营销计划，以提高AAW中对乳腺癌的认识。这项探索性研究的重点是社会营销策略，以提高这种认识。该研究从AAW（N = 130）乳腺癌幸存者的角度强调了几种社会营销策略。从焦点小组收集有关提高乳腺癌意识所需的社会营销策略的定性数据。讨论揭示了对文化敏感和坚定不移的社会营销活动更有可能增加行为修饰。此外，针对特定市场量身定制的其他机管局的信息对于促进乳腺癌筛查更为有益。

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