In CECCR I, we created the Ozioma News Service, the first national cancer information news servicespecifically for Black newspapers, and the first to use community- and race-specific data to customize cancerstories for different newspapers in different cities. In a community-randomized trial in 24 U.S. dries, Oziomasignificantly increased the amount of cancer coverage, improved the quality of cancer coverage and waspositively associated with readers talking about cancer, seeking information about cancer, and increasingcertain cancer prevention behaviors.In CECCR I, the significant predictors of Ozioma stories being published by a Black newspaper were thepresence of quotes, localized and race-specific headlines, and localized content in the release itself. Wehypothesize that by enhancing localization of Ozioma stories, even greater effects on cancer coverage andreader behaviors can be realized.The proposed study builds upon and extends the successes of Ozioma by partnering with the American CancerSociety (ACS) to increase localization of Ozioma through ACS affiliates at the community level and to expandreach through ACS's national infrastructure. Effects of these enhancements on cancer coverage, perceptions ofthe importance of cancer by community opinion leaders, and reader beliefs and behaviors will be evaluated ina 3-group randomized trial with 36 (12-12-12) Black newspapers randomly assigned to receive either: (A)Evidence-based Ozioma (provides race- and community-specific data in releases); (B) Evidence-basedOzioma + Enhanced Localization (adds local quote, photo and fact provided by the ACS affiliate in the samecommunity as the Black paper); or (C) no intervention (Control). By understanding the degree of localizationneeded to produce each study outcome, we can design more efficient and sustainable cancer informationsystems for addressing disparities. If this approach is found to be effective, ACS can institutionalize Ozioma sothat it can be disseminated to readers of Black newspapers nationwide. Bringing together a minority servingmedia outlet, a cancer news service, and the ACS is an innovative effort that addresses national priorities andhas the potential to help eliminate cancer disparities.
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