Breast Cancer and the
Environment Research Center
Kami Silk, PhD
Co-Investigator, Communication Core
Department of Communication
Michigan State University
Principal Investigators

Sandra Z. Haslam, Ph.D. Professor of
Physiology


PI and Center Director
Charles Atkin, Ph.D. Professor of
Communication

PI
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
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.
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
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
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.)
MSU Center Components
Administrative Core
•
Coordinate all MSU center activities
•
Coordinate all MSU collaborative interactions
with the three other centers
MSU Center
Breast Biology Research Project

Environmental Effects on the Molecular Architecture and
Function of the Mammary Gland across the Lifespan
Definition of Environmental
Stressors
Chemicals
 Diet
 Activity
 Stress (socio-economic, psychological)

Basic Science Collaborative Project
Progesterone and mammary gland development
A. Normal mammary gland development using mouse model.
B. 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?
C. 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?
Biology Core Team
Principal Investigator:
Dr. Sandra Haslam
Physiology
Co-Investigators:
Dr. Richard Miksicek
Dr. Karl Olson
Dr. Susan Conrad
Dr. Richard Schwartz
Dr. Timothy Zacharewski
Physiology
Physiology
Microbiology & Molecular Genetics
Microbiology & Molecular Genetics
Biochemistry & Environmental Toxicology
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
Outreach and Translation Core Team
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
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
Community Advocates

Carol Callaghan, MPH


Latecia Matthews, BS


President, Susan G. Komen Breast Cancer Foundation, Greater Lansing Affiliate
Lana Pollack, MA


Faith Access to Community Economic Development
Christine Pearson, BA


Chief, Cancer Prevention & Control Section, MDCH
President, Michigan Environmental Council
Vicki Rakowski, RN

Executive VP for Medical Activities, Great Lakes Division of the American Cancer Society
MSU COTC Activities


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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

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

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
MSU Focus Group Study



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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
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
Challenges

How can we address barriers and create
effective health messages?

Note: There is NOT a simple formula for
success.
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

Effective Message Construction

Present multiple types of evidence
 Narrative
 Statistical
Present statistical evidence in multiple
formats
 Use clear pictorial representations
 Use intense language

Future PSAs
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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
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.
Thank you!