{"id":5878,"date":"2018-06-05T06:56:00","date_gmt":"2018-06-05T13:56:00","guid":{"rendered":"https:\/\/keck.usc.edu\/news\/es-tiempo-campaign-raises-awareness-of-cervical-cancer-prevention-among-latinas\/"},"modified":"2024-05-23T13:53:42","modified_gmt":"2024-05-23T20:53:42","slug":"es-tiempo-campaign-raises-awareness-of-cervical-cancer-prevention-among-latinas","status":"publish","type":"post","link":"https:\/\/keck.usc.edu\/news\/es-tiempo-campaign-raises-awareness-of-cervical-cancer-prevention-among-latinas\/","title":{"rendered":"Es Tiempo campaign raises awareness of cervical cancer prevention among Latinas"},"content":{"rendered":"\n \n \n\n\n\n\n\n\n\n
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\n\n \n Campus News<\/span>\n\n\n\n<\/div>\n \n \n
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Es Tiempo campaign raises awareness of cervical cancer prevention among Latinas<\/h1>\n\n\n<\/div>\n \n \n
\n Department of Population and Public Health Sciences<\/span>\n \n June 05, 2018<\/span>\n <\/div>\n \n \n
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USC\u2019s efforts in the community include help from health care professionals who already work with residents<\/h6>\n

\"Screen
\nYaneth Rodr\u00edguez, Rhonda Ragab, Lourdes Baezconde-Garbanati and Rosa Barahona, from left (Photo\/Courtesy of USC Center for Health Equity in the Americas)<\/em>
\nUSC\u2019s local campaign to encourage Latinas to get tested for cervical cancer extends further into the community this year, with the hiring of local health care professionals who already work with residents.
\nEs Tiempo<\/em>\u00a0is an annual public awareness campaign that was conceived a few years ago when\u00a0Laila Muderspach<\/a>, chair of the Los Angeles County+USC Medical Center\u2019s\u00a0Department of Obstetrics and Gynecology<\/a>, observed that women in the Latino communities around L.A. County had unusually high rates of cervical cancer, which can be fatal if not diagnosed early. Pap smear tests every few years and a vaccination at a young age against the human papillomavirus (HPV) that can cause cervical cancer have proven effective in reducing the number of late-stage diagnoses.
\n\u201cDr. Muderspach believed it was not only access, but lack of information,\u201d said\u00a0Lourdes Baezconde-Garbanati<\/a>, one of the program\u2019s principal investigators in the\u00a0Department of Population and Public Health Sciences<\/a>\u00a0at the Keck School of Medicine of USC. \u201cWomen didn\u2019t know about coming in for screening or that they have to do that regularly.\u201d
\nBut communicating that information to the community required a broad field of talent and expertise. The result was\u00a0a multidisciplinary effort that included the USC Annenberg School for Communication and Journalism Professor\u00a0Sheila Murphy<\/a>\u00a0and the\u00a0Designmatters<\/a>\u00a0program at the Art Center College of Design, Baezconde said.
\nBaezconde-Garbanati\u00a0noted that\u00a0the interdisciplinary team conducted a dozen focus groups.
\n\u201cWe took students and faculty from the Designmatters program to local clinics to observe what was going on, what the clinics were like, and to see how a Pap smear was done on a dummy. It was quite eye-opening for students coming from the world of design.\u201d<\/p>\n

Cervical cancer prevention and Pap smears<\/h3>\n

Working with local residents as well, the team developed a campaign that associates regular Pap smears with the yearly springtime purple\u00a0bloom of the Jacaranda Trees<\/a>\u00a0in local neighborhoods \u2014 Boyle Heights and other areas of East Los Angeles. When the trees are in bloom, signs on billboards, bus benches and lamp posts announce that\u00a0es tiempo<\/em>\u00a0\u2014 literally \u201cit\u2019s time\u201d to get tested or have one\u2019s sons and daughters vaccinated against HPV.
\nThe signs tout in both Spanish and English that testing is safe, important and easy. They display a toll-free phone number that women can call at the Office of Women\u2019s Health to get more information on where to get tested, possibly at reduced or no cost.
\nThe team also produced\u00a0The Tamale Lesson<\/em><\/a>, a 12-minute video available in Spanish and English in which a young woman explains to others gathered in a Latino family kitchen getting ready for a\u00a0quincea\u00f1era<\/em>\u00a0how a Pap test works, using a chicken to demonstrate. She dismisses several common myths about testing and cancer, and the film takes a sad turn as it reveals that undetected cancer has already taken its toll in the family. This prompts the women in the family to go in for a screening, even those who did not think they were at risk.<\/p>\n

Health care professionals step in to help<\/h3>\n

Now in its fourth year, the\u00a0Es Tiempo\u00a0<\/em>program is extending its roots from USC staff into the local health care network.
\n\u201cWe have data that show changes in knowledge, attitudes and beliefs in the community as a whole regarding cervical cancer and have been working with our clinic partner,\u00a0Clinicas Mo\u00f1senor Oscar Romero<\/a>,\u201d Baezconde said. \u201cWe no longer need to test the campaign. We just need to put it out there in the community.\u201d
\nTo that end, USC has hired and trained women who work locally as\u00a0promotoras de\u00a0salud\u00a0<\/i>(community health care professionals) and others who have an established relationship with local residents through clinics, churches and community agencies.
\n\u201cPromotoras de\u00a0salud\u00a0<\/i>are trained, they are from the community and have won the trust of the community. These women are very well known in the communities where they work,\u201d Baezconde-Garbanati\u00a0said.
\nWhat began as a physician\u2019s urgent concern is becoming a regular part of community-run health care.
\n\u201cIdeally, there will be a point where we no longer put out the campaign,\u201d Baezconde-Garbanati\u00a0said. \u201cWomen will just see the trees blooming and say, \u2018It\u2019s time.\u2019\u201d<\/p>\n\n\n\n<\/div>\n <\/div>\n\n\n <\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":233,"featured_media":5880,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[7],"tags":[143,81,394,20],"class_list":["post-5878","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-campus-news","tag-community-engagement","tag-department-of-population-and-public-health-sciences","tag-inclusive-excellence","tag-research"],"acf":[],"yoast_head":"\nEs Tiempo campaign raises awareness of cervical cancer prevention 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