Response

1

• Response
• Reach
• Results

2
West Virginias Mammography Challenge

• Only 6 of every 10 women age 65 and older get
  annual mammograms.
• 25 of counties do not have local mammography
  facilities.
• No mobile mammography unit.

3
Can we raise awareness by sharing messages
through beauty salons?
4
Shop Talk Goals

• Increase awareness of early detection by sharing
  the Mammograms Save Lives message
• Increase awareness of cancer resources, BCCSP
  services, and Medicare coverage of mammograms
• Identify potential Community Health Improvement
  Champions (CHICs)
• Identify follow-up opportunities for education
  and interventions

5
Why Shop Talk?

• Nearly 3,000 licensed professionals around the
  state
• Build on trust established by long-term
  relationships between professionals and clients
• Reach small, rural communities as well as larger
  areas

6
Top Ten Lessons Learned
7
Lesson Learned-10

• JUST MY STYLE
• Beauty shops and stylists are interested in
  sharing breast cancer information with clients
• Shop Talk appealed to 500 shops
  covering 90 of the state
• 50 of 55 counties represented

8
Lesson Learned-9

• START AT THE TOP
• The Executive Director of the West Virginia State
  Board of Barbers and Cosmetologists endorsed the
  project and sent a letter asking shops to
  participate.

9
Lesson Learned-8

• PARTNER POWER
• State and regional cancer information specialists
  and health promotion staff provided information
  and outreach services.

10
Partners

• WV Breast Cervical Cancer Screening Program
  (Bureau for Public Health)
• American Cancer Society (State chapter)
• YWCA ENCOREplus Breast Cancer Education
  Screening Program
• Leukemia Lymphoma Society
• Health Promotion Specialist Network (Bureau for
  Public Health)

11
Lesson Learned-7

• PASSION IN ACTION
• Breast cancer survivors are passionate advocates
  for early detection. Survivors took kits to
  their salons and encouraged participation.

12
Lesson Learned-6

• ONE KIT DOES FIT ALL
• The Shop Talk kit was used by all, from the one
  person shop working from a trailer in rural areas
  to the spas and salons in resorts and larger
  cities in West Virginia.

13
Shop Talk Kit

• Posters and Counter Cards
  
  (General Audience Multicultural) - 2 each
• Mothers Day Cards - 50 per kit
• Bookmarks - 25 per kit
• Womens Health Records - 25 per kit
• Mammograms Save Lives Mirror Clings - 2 per kit
• Mammograms Save Lives Buttons - 4 per kit
• Mammograms Save Lives Nail Files - 10-20 per kit
• Shop Talk postage paid evaluation card
• Partner Brochures
• For mail or hand delivery
• Box with designed label
• Shop Talk Tote Bag for hand delivery

14
Lesson Learned-5

• MAKE IT LOOK GOOD
• Kudos to WVMI designer Tondrea
  Davis-Powell
• Pink is my signature color
• Shelby in Steel Magnolias

15
(No Transcript)
16
(No Transcript)
17
(No Transcript)
18
Lesson Learned-4

• KEEP IT SIMPLE
• Display posters, counter cards,
  mirror clings.
• Distribute womens health records and Mothers
  Day cards.

19
Lesson Learned-3

• MOTHERS DAY MEDIA
• A match for May.
• Print and broadcast media are looking for human
  interest stories. Breast cancer touches millions
  of mothers.
• Do your homework and identify regional human
  interest stories and willing contacts.

20
(No Transcript)
21
(No Transcript)
22
(No Transcript)
23
Lesson Learned-2

• MESSAGE DELIVERED!
• Over 100 volunteers hand-delivered Shop Talk kits
  to shops.

24
Shop Talk Delivers!
25
Lesson Learned-1

• START THE CONVERSATION
• Distributing Mothers Day cards and nail files
  helped stylists start a conversation with clients
  about early detection and mammography.

26

• Results

27
Shop Talk Results

• Increased awareness of early detection by
  distributing 25,000 Mothers Day cards.
• Increased awareness of cancer resources, with
  BCCSP staff connecting over 100 women with
  services.
• Identified 100 Community Health Improvement
  Champions (CHICs) to continue health promotion
  messages.
• Involved over 150 shops in Shot Talk influenza
  campaign.

28
Shop Talk Evaluations
from Shops

• Evaluations returned 72/500 14
• Items Used
• Specialty Items 70/72 97
• Mothers Day Cards 68/72 94
• Table Top Displays 67/72 93
• Health Records 63/72 87
• Posters 61/72 85
• Cancer Information 52/72 72
• Rate Shop Talk
• Good 70/72 97
• Fair 2/72 3

29
Evaluation Comments

• Add 800 numbers to nail files
• Coupons for local mammography facilities
• Self-breast exam info (maybe on back of
  bookmarks?)
• Thinking of you cards for all around use
• More specialty items - include in each greeting
  card
• How about prostate cancer info for men?

30
Evaluation Comments

• What better place than a beauty salon-woman to
  woman
• Im a breast cancer survivor-I think its great
• Free items made the mammogram talk flow easily
• Try to get information out to all the people
  you/we can
• Make it an annual program

31
Recognition/Rewards

• Participating Shops
• Recognized in news releases
• Recognition certificate
• Entry to win prizes
• Volunteers
• Recognition certificate
• Entry to win prizes

32
(No Transcript)
33
NEXT STEPS

• Shot Talk Influenza Campaign
• Sweet Talk Diabetes Campaign
• Expand partners
• Pilot project targeting areas without mammography
  facilities

34
(No Transcript)
35
Information

• Julie Lejeune
• Health Educator
• WV Medical Institute
• 304-346-9864, ext. 4382
• 304-347-8663 (fax)
• jlejeune_at_wvmi.org

36

• This material was prepared by the West Virginia
  Medical Institute, the Medicare Quality
  Improvement Organization for West Virginia, under
  contract with the Centers for Medicare Medicare
  Services (CMS), an agency of the U. S. Department
  of Health and Human Services. The contents
  presented do not necessarily reflect CMS policy.
  Publication Number 7SOW-WV-MAM-05-01