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an urban oncology center
Commitment  Compassion  Community
Men’s Oncology Outreach Campaign
Scope of Our Challenge
Breaking down access barriers to provide
quality care to the medically underserved in
our community.
Preserving our academic mission: Integrating
clinical care and outreach with research and
education.
Scope of Our Challenge:
Eliminating Cancer Disparities
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Prostate cancer is the second leading
cause of cancer deaths among men In
the United States.
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The projected number of new cases in
the US is 230,000- with an estimated
30,000 men dying from the disease.
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The incidence and death rates for
Black men are highest in the world
over.
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Washington, DC, has the highest
mortality rate from prostate cancer in
the nation.
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In Washington, DC deaths from
prostate cancer are 19% and 30%
higher, respectively, than the national
averages.
The Men’s Oncology Center
 The GW Men’s Oncology Center
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Prostate Cancer
Testicular Cancer
 Additional cancers which exhibit significant male
gender disparity
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Kidney
Bladder
Colorectal
Head and Neck
The Men’s Oncology Center
 Clinical Team
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Dr. Tom Jarrett: Chair of Urology
Dr. Fernando Bianco: Director, Urologic oncology
Dr. Jason Engle: Robotic Urologic Surgery
Dr. Michael Phillips: Brachytherapy
Dr. Hal Frazier: Urologic Oncology
The Men’s Oncology Outreach Program
 Community-by-Community Cancer Control
Campaign: Amgen Foundation Challenge Grant
 Social Marketing Campaign:
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Screening Programs: “Get in the Game”
Check out www.gwcancer.com
 Grassroots Wellness Initiative:
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Workplace Cancer Wellness Initiative
Congregational Cancer Wellness Initiative
Neighborhood Cancer Wellness Initiative
Meeting the Challenge:
Partners with the GWCI
The Men’s Oncology Outreach Program
 Screening Program: “Get in the Game”
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www.gwcancer.com
Targeting men and empowering women to
positively impact the health care behavior of
the men in their lives.
Karl Hobbs, Coach
of the GW Colonials
Men’s Basketball
Team, and his wife
Joann.
The Men’s Oncology Outreach Program
 Social Marketing Campaign: “Get in the Game”
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30 second educational vignette that ran for 100 spots
over a six week period.
Personal interview on Channel 9 News with the Dr. Tom
Jarrett, Chair of the Urology Department at GW
Radio spots that aired on WTOP & The Washington Post
Radio Station for six weeks
Advertisements in local newspapers
Announcements and information tables about the
prostate cancer screenings at every Safeway in the city.
The Men’s Oncology Outreach Program
 Cancer Wellness Outreach Initiative
 Initially focuses our program on Ward 4; which
has the highest cases of prostate cancer in
Washington, DC.
 By focusing on one area, we are able to draw
resources from both programs to make events
very successful.
 Our first step was linking up with a community
leader to act as a liaison and facilitator between
the GWCI and the community.
The Men’s Oncology Outreach Program
 Cancer Wellness Outreach Initiative
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Workplace Cancer Wellness Initiative
 Barbershop Training Program
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Train Barbers to educate their customers about prostate
cancer.
Monthly “Waiting Room” education events
Distribution of educational materials and flyers for ongoing
screenings at the barbershops
Congregational Cancer Wellness Initiative
 Educational and screening programs with Men’s and
Health Ministries in local Churches.
The Men’s Oncology Outreach Program
 Cancer Wellness Outreach Initiative

Neighborhood Cancer Wellness Initiative
 Participate in community programs in the area
 Examples include:
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2006- Congressional Black Caucus Foundation Conference,
Adam’s Morgan Day Festival;
2007-Black Family Reunion, Stone Soul Family Picnic, DC
Department of recreation Super-Tots Day, 100 Black Men
Health Fair
The Men’s Oncology Outreach Program
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September Screening Results
Inquiries: 436 men
333 presented for screening
103 no shows
 *Screening has continued to this date: over 400 men have been
screened to date
The Men’s Oncology Outreach Program
Racial and Ethnic Participation
70%
60%
50%
Asian
Blacks
Hispanic
Native
Whites
40%
30%
20%
10%
0%
Percentage of Men
The Men’s Oncology Outreach Program
Participation Source
30%
25%
Family
Friend
GW Mail, Letter, Bull
Newspaper
Other
Radio
TV
WEB
20%
15%
10%
5%
0%
Percentage of Men
The Men’s Oncology Outreach Program
Racial and Ethnic Participation by
Media Source
40%
35%
30%
25%
AA
C
H
20%
15%
10%
5%
0%
Newspaper
Radio
TV
The Men’s Oncology Outreach Program
Participation by State (District)
18%
24%
48%
MD
DC
VA
The Men’s Oncology Outreach Program
Outcomes?
 Of the 333 men screened
 52 (16% men) had a PSA > 4
 36 more (11%) had abnormal DRE (total requiring follow-up = 27%)
 30 men seen in the GW MFA (others referred back to their own urologist)
 10 additional visits pending
 14 biopsies to date
 8 cancers detected
 Four of these patients were uninsured
 GWCI worked with 3 of the four uninsured patients to get on
Medicaid or DC Alliance
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Cancer Care Offered to all, regardless of insurance status.
The Men’s Oncology Outreach Program
Interesting Observations
 The man with the most aggressive cancer had a
normal PSA value (age 53).
 His cancer was detected by DRE.
 The Campaign was very successful in reaching
Blacks. Needs to be retooled in Spanish, and
broadcast in Spanish media, to reach the Latino
population (in progress).
The Men’s Oncology Outreach Program
Since September 2006:
 We have been implementing the Cancer Wellness Initiative. GW
Cancer Institute has worked with…..
 36 churches;
 6 worksites;
 3 fraternal organizations;
 4 African American barbershops;
 15 community based organizations;
 Co-hosted with ACS one focus group with prostate cancer outreach
workers
 Encourage over 875 DC residents from minority populations to
understand the importance of cancer prevention.
The Men’s Oncology Outreach Program
Since September 2006:
 We have also been….
 Gearing up for the September 2007 prostate
cancer campaign;
 Finding ways to replicate this effort in the
Hispanic community in 2008;
 Gearing up for a colorectal cancer social
marketing campaign in 2008.
The Men’s Oncology Outreach Program
Lessons Learned:
 One of the most effective ways to get to men
are through the women in their lives;
 Collaboration is essential for success;
 Identifying community leaders will help
outreach workers gain trust in the community;
 Less is more;
 When trying to convince men about getting
screened…. mention their kids and how
important it is to see them grow up….
The GW Cancer Institute
An urban oncology center
dedicated to excellence in cancer
care, cancer research and cancer
education, and to understanding
and eliminating cancer disparities.