Using new media to reach Hispanic/Latino cancer survivors.

In the USA, cancer is a leading cause of morbidity and premature death among the Hispanic/Latino population. It is estimated that one in two Hispanic men and one in three Hispanic women will be diagnosed with cancer during their lifetime (American Cancer Society 2010). Despite this significant cancer burden, few innovative strategies for communication and outreach to this population currently exist. In 2009, LIVESTRONG launched a national outreach campaign, which utilized social marketing, specifically targeting Hispanics with the goal of increasing awareness and usage of LIVESTRONG's Spanish-language cancer navigation resources. This campaign, one of the first undertaken by a national cancer-related organization, led to increased awareness and utilization of resources, including a 238% increase in traffic over traditional marketing campaigns which focused on radio alone. The success of this campaign highlights the use of social media as a cost-effective method to raise awareness of cancer resources among Hispanics.

Addressing physical activity needs of survivors by developing a community-based exercise program: LIVESTRONG® at the YMCA.

BACKGROUND: Although methods of cancer detection and treatment have improved, the side effects of treatment can cause profound debilitation that may linger years after treatment ends. Exercise during and after cancer treatment is safe, and it minimizes many of the deleterious physical and emotional side effects. With this evidence in mind, the LIVESTRONG Foundation and the YMCA of the USA collaborated to develop a community-based physical activity program for survivors, LIVESTRONG® at the YMCA. OBJECTIVES: This article provides in-depth information about the development of the LIVESTRONG at the YMCA program and its subsequent spread to meet the physical activity needs of survivors across the country. METHODS: Participating YMCAs engage in regular data collection efforts to track progress on organizational change and program delivery. These efforts include a staff evaluation survey, functional assessment of participants, patient-reported health status assessment, and patient program evaluation. FINDINGS: From the time of its development, the LIVESTRONG at the YMCA program has served more than 29,000 survivors and trained more than 2,200 LIVESTRONG at the YMCA instructors. A national survey of more than 1,600 program participants demonstrates positive outcomes on health and well-being, as well as intent to continue exercising after the program's end.