Communicating Environmental Factors in Breast Cancer to the Public

Charles K. Atkin, Kami J. Silk, & Sandi W. Smith

Department of Communicatin

Michigan State University

Project Funding• This research was made possible by the Breast

Cancer and the Environment Research Centers grant number 1-U01-ES12800 from the National Institute of Environmental Health Sciences (NIEHS), and the National Cancer Institute (NCI), NIH, DHHS.  

• The contents of this presentation are solely the responsibility of the presenter and do not necessarily represent the official views of the NIEHS or NCI, NIH.

Overview • Introduce Breast Cancer & Environment

Research Centers (BCERC)• Define transdisciplinary research • Present the precautionary principle as source of

tension• Identify challenges associated with

transdisciplinary model in the breast cancer context

BCERC• The National Institute of Environmental Health

Sciences (NIEHS) and the National Cancer Institute (NCI) established the BCERC Network in 2003

• Four BCERC centers across the United States – Michigan State University– Fox Chase Cancer Center – University of Cincinnati – University of California, San Francisco

BCERC• Each Center has three cores

– Epidemiology*– Biology – Communication Outreach and Translation Core

• MSU’s Communication Department is part of the COTC

*MSU does not have an epidemiology core

BCERC Organizational Model

UC

MSU

UCSF

UP

COTC

BIO

EPISteering Committee

Working Group

BIO

EPI

COTC

EPI BIO COTC

BIO COTC

BCERC COTC

The overall goal for the COTC is 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

“Transdisciplinary” Defined

• Involves broadly constituted teams of researchers that work across disciplines (and community members) in the development of the research questions to be addressed.

• By definition, the research problem is beyond the scope of any individual discipline.

• Prominent interest in translating scientific knowledge into practical applications to benefit the public

(Source: Institute of Medicine)

Trans-Challenges and SolutionsChallenges• Integration• Time• Advocates and researchers

have different goals• Advocates as Volunteers• Evaluation• Funding

(Source: BCERC members)

Solutions• Conference calls/meetings• Input sought across projects• Committee structure• Shared authorship and

collaboration on writing projects

• An assumption of “synergy”• Funding grants longer than

5 years

Advocates as Partners

• Pivotal role in BCERC

• Volunteers

• Survivors

• Different goals than researchers

• Supporters of the precautionary principle

…“when an activity raises threats of harm to human health or the environment, precautionary measures should be taken even if some cause and effect relationships are not fully established by science

Wingspread Statement on the Precautionary Principle, 1998

• Advocates strongly adhere to it• Potential conflict btw researchers & advocates• Implications for communicating risks

Precautionary Principle

Message Considerations

When is it time to share risks from emerging science?

How do we use the emotional context of breast cancer to influence risk reduction activities?

If puberty is a critical window of susceptibility for later risk of breast cancer, how do we communicate risks for young girls?

Range of Studies at MSU• Memorable messages• Health literacy/readability focus • Media & website content analyses • Focus Group research with moms and

daughters• Qualitative and quantitative testing of risk

messages for mothers

Sample Messages

Some Recommendations

• Need for more prevention messages– Precautionary principle

• Use of family and friends as sources – Especially mothers to daughters

• Improvement of television, newspaper, and website content about breast cancer is necessary– Increased talk of prevention – Increased discussion of environmental factors– Use clear and understandable language

Some RecommendationsMothers

• Clarify risk factors and provide information on how to accurately assess relative risks

• Encourage discussion with daughters, especially because they perceive schools are not informing girls on the issue

• Need an efficacy component to messages

• Incorporate their specific concerns

Daughters • Increase salience and self-efficacy

• Fear appeals inappropriate

• Link healthy lifestyle factors to other positive health outcomes

Some Recommendations

• Use both physicians and researchers as credible sources in messages

• Test messages for readability levels• Include website links in messages for further

information seeking• People see science as “truth”; communicate that

science is uncertain and emerging• Collaborate with a range of people to create and

disseminate messages

BCERC Informationwww.bcerc.org

MSU Research & Referenceswww.bcerc.msu.edu

Thank You