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I'm a Visiting Scholar at the University of Southern California's Keck School of Medicine this month. My first day happened to coincide with the official kick-off of a pilot trial of a cervical cancer prevention media campaign led by amazing mentor, Dr. Lourdes Baezconde-Garabanati, and her team. So, we did what any excited group of community researchers would do: We went on a photo safari to document the launch of the campaign! It was so new that we caught the city maintenance crew in action, putting up the street signs.
The campaign is called Es Tiempo ("It's Time") and features the beautiful lavender jacaranda tree in its imagery. The materials were developed in a unique partnership with advertising students from an art college in Los Angeles and the USC team. They were tested in the community but have never been formally launched until the current pilot, which is set to run for a month. The pilot features 64 street light flags, 24 small billboards, and 24 bus benches, all in the USC/LAC health sciences complex and Boyle Heights community. The goal of the campaign is to encourage Latinas to get up to date on cervical cancer screening. Along with the media campaign, there is a clinical education intervention component.
It was so exciting to see the campaign go live - very rarely do health communication scientists actually get to see our "products" actually in the field! Seeing the incredible effort over many years that it took to get this campaign off the ground and into the information environment to have a chance at reducing cervical cancer disparities is so motivating. Thanks for letting me tag along on your big day, ladies!
The campaign is called Es Tiempo ("It's Time") and features the beautiful lavender jacaranda tree in its imagery. The materials were developed in a unique partnership with advertising students from an art college in Los Angeles and the USC team. They were tested in the community but have never been formally launched until the current pilot, which is set to run for a month. The pilot features 64 street light flags, 24 small billboards, and 24 bus benches, all in the USC/LAC health sciences complex and Boyle Heights community. The goal of the campaign is to encourage Latinas to get up to date on cervical cancer screening. Along with the media campaign, there is a clinical education intervention component.
It was so exciting to see the campaign go live - very rarely do health communication scientists actually get to see our "products" actually in the field! Seeing the incredible effort over many years that it took to get this campaign off the ground and into the information environment to have a chance at reducing cervical cancer disparities is so motivating. Thanks for letting me tag along on your big day, ladies!
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