Principal Investigators

1. Breast Cancer and the Environment Research CenterKami Silk, PhD Co-Investigator, Communication Core Department of CommunicationMichigan State University

2. Principal Investigators • Sandra Z. Haslam, Ph.D. Professor of Physiology • PI and Center Director • Charles Atkin, Ph.D. Professor of Communication • PI

3. Purpose To explore the causes of breast cancer by creating a network of research centers in which: • multidisciplinary teams of scientists, clinicians, and breast cancer advocates work together on a • unique set of scientific questions that focus on • chemical, physical, biological, and social factors in the environment that • work together with genetic factors and lead to breast cancer

4. Overall Goal • To develop public health messages for • young girls and women who are at high risk for breast cancer • about the role(s) of specific environmental stressors in breast cancer • and how to reduce exposures to these stressors.

5. Breast Cancer and the Environment Research Center Granting Agencies: National Institute of Environmental Health Sciences National Cancer Institute Funded for 7 years MSU Foundation supplemental funds for 3 years

6. Four Funded Centers NIEHS and NCI funded 4 centers across the country • Michigan State University • University of Cincinnati • University of Pennsylvania • University of California, San Francisco

7. BCERC Components • Administrative Core • Community Outreach and Translation Research Core • Basic Biology Research (all centers) • Epidemiology Research* (U.C., U.P., U.C.S.F.)

8. MSU Center Components Administrative Core • Coordinate all MSU center activities • Coordinate all MSU collaborative interactions with the three other centers

9. MSU Center Breast Biology Research Project • Environmental Effects on the Molecular Architecture and Function of the Mammary Gland across the Lifespan

10. Definition of Environmental Stressors • Chemicals • Diet • Activity • Stress (socio-economic, psychological)

11. Basic Science Collaborative Project Progesterone and mammary gland development • Normal mammary gland development using mouse model. • How do environmental stressors such as diet and chemical/hormonal exposures during pregnancy and prior to puberty alter normal development at puberty and eventual sexual maturity? • How do alterations in normal development at puberty and sexual • maturity caused by environmental stressors affect breast cancer • development after exposure to a known carcinogen?

12. Biology Core Team Principal Investigator: Dr. Sandra Haslam Physiology Co-Investigators: Dr. Richard Miksicek Physiology Dr. Karl Olson Physiology Dr. Susan Conrad Microbiology & Molecular Genetics Dr. Richard Schwartz Microbiology & Molecular Genetics Dr. Timothy Zacharewski Biochemistry & Environmental Toxicology

13. MSU Center Community Outreach and Translation Core (COTC) Develop and implement strategies to translate the scientific findings of the research centers into information for the public and policy makers and determine if they are effective Activities in collaboration with advocates: • Develop educational materials for children and adults • Conduct public awareness forums, workshops and meetings • Develop and evaluate new approaches to disseminate research findings

14. Outreach and Translation CoreTeam Principal Investigator: Charles Atkin, PhD, P.I. Communication Co-Investigators: Pam Whitten, PhD Telecommunication Kami Silk, PhD Communication Karen Shirer, PhD MSU Extension William Donohue, PhD Communication Janet Osuch, M.D., M.S. Surgery & Epidemiology

15. Advocate Roles • Work in partnership with the biology and epidemiology scientists to integrate consumer concerns into the research protocols • Work in partnership the scientists and the outreach core to disseminate education about the project and its findings in their communities

16. Community Advocates • Carol Callaghan, MPH • Chief, Cancer Prevention & Control Section, MDCH • Latecia Matthews, BS • Faith Access to Community Economic Development • Christine Pearson, BA • President, Susan G. Komen Breast Cancer Foundation, Greater Lansing Affiliate • Lana Pollack, MA • President, Michigan Environmental Council • Vicki Rakowski, RN • Executive VP for Medical Activities, Great Lakes Division of the American Cancer Society

17. MSU COTC Activities • Provide communication expertise to other COTC • Assist with the annual conference • Develop materials that communicate breast cancer risk information • Thus far, conducted formative research • Focus groups • Content Analysis • Phone survey

18. MSU Focus Group Study • Community-based formative research • Ten focus groups (N=91) • 6 adolescent girl groups • 4 mother groups • EAs, AAs, Latinos • 4 counties in Michigan • Data transcribed and coded

19. MSU Focus Group Study • Awareness of breast cancer • Beliefs about severity, susceptibility, and efficacy • Beliefs about breast cancer, role of the environment (physical and lifestyle) • Useful for audience analysis to tailor message content

20. MSU Focus Group Study • Evidence of knowledge deficits • Evidence of lack of link between breast cancer and the environment, particularly among adolescents • Evidence of lack of understanding of the role of prevention in decreasing risk • Evidence of lack of motivation to engage in healthy behaviors

21. Barriers to Effective Health and Risk Communication • Abstractness • Complexity • Low audience involvement • Lack of perceived susceptibility • “everything causes cancer” • Lack of future orientation • Emotional and physical constraints • Low health literacy and innumeracy

22. Challenges • How can we address barriers and create effective health messages? • Note: There is NOT a simple formula for success.

23. Effective Message Construction • What is your goal? • Conduct formative research • Let theory guide message construction • Theoretical “toolbox” • Cite credible sources • Simplicity • Use emotional and rational appeals

24. Effective Message Construction • Present multiple types of evidence • Narrative • Statistical • Present statistical evidence in multiple formats • Use clear pictorial representations • Use intense language

25. Future PSAs • Developed as results of studies emerge • Targeted to adolescents & women • Focused on healthy diet and increased physical activity • Imbed protective factor against breast cancer in the message • Professional and creative • Guided by formative research & message testing

26. Helpful Resources • Maibach, E., & Parrott, R. (1995). Designing health messages: Approaches from communication theory and public health practice. Thousand Oaks: Sage. • Rice, R.E. & Atkin, C.K. (2001). Public Communication Campaigns (3rd edition). Thousand Oaks, CA: Sage. • U.S. Department of Health and Human Services (2002). Making health communication programs work. NIH Publication No. 02-5145.

27. Thank you!