Breaking Out of the Community Outreach Box: Planning and Implementing Effective Cancer Prevention Initiatives in Your Community Richard Robinson, Public Affairs Director Community Outreach Coordinator, Public Affairs Director                               Kaiser Permanente Sacramento Medical Center and Roseville Medical Center © American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

About Kaiser Permanente Our Mission Kaiser Permanente exists to provide high‐quality, affordable  health care services and to improve the health of our  members and the communities we serve.

Our Vision We are trusted partners in total health, collaborating with  people to help them thrive and creating communities that  are among the healthiest in the nation. © American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

About Kaiser Permanente Kaiser Permanente is a health plan, hospital system, and medical group, all  working together. Our seven regions are composed of separate but closely  cooperating organizations through overarching strategy and initiatives. At  Kaiser Permanente, physicians are responsible for medical decisions. The  Permanente Medical Groups, which provide care for Kaiser Permanente  members, continuously develop and refine medical practices to help ensure  that care is delivered in the most efficient and effective manner possible.

OUR REGIONS 1. 2. 3. 4. 5. 6. 7.

Northern California Southern California Colorado Georgia Hawaii Mid‐Atlantic (VA, MD, DC) Northwest (Oregon/Washington) © American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Kaiser Permanente in Greater Sacramento In the greater Sacramento market, Kaiser Permanente has three  medical centers and nine medical offices to serve our more than  780,000 members.  We have more than 1,500 physicians and 12,000 employees  providing health care services from primary care to cancer care  to neurosurgery to trauma care and just about everything in  between.  OTHER HOSPITAL SYSTEMS IN OUR MARKET • UC Davis Medical Center • Sutter Health • Dignity Health/Mercy © American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Kaiser Permanente Greater Sacramento Comprehensive Community Cancer Program

In 2014, the Commission on Cancer of the American College of Surgeons  granted three‐year accreditation with commendation to the cancer  programs at our Sacramento and Roseville Medical Centers. Each has been  designated a Comprehensive Community Cancer Program. Our third medical center in South Sacramento is currently in the process to  become accredited.  

© American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Standard 4.1 – Prevention Programs Each calendar year, the cancer committee organizes  and offers at least 1 cancer prevention program  designed to reduce the incidence of a specific cancer  type and targeted to meet the needs of the community.  Each prevention program is consistent with evidence‐ based national guidelines for cancer prevention.

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Initial Prevention Program Ideas

Golf Tournaments

Runs, Walks, & Bike‐a‐thons

Cancer Related  Organizational Events

Health Fairs © American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Types of Cancers to Focus On SKIN CANCER This indicator reports the age‐adjusted incidence rate (cases per  100,000 population per year) of skin cancer, excluding Basal and  Squamous, 2008‐09. Report Area

Total Population, ACS (2013)

Annual  Incidences 

Annual  Incidence Rate

80 70 60 50 40 30 20 10 0

El Dorado County

181,737

260

66.77

Placer County

367,309

497

61.37

Yolo County

204,593

154

45.42

Sacramento County

1,462,000

1059

38.80

California

Sacramento Co.

California

38,430,000

27,011

37.98

Yolo Co.

Placer Co.

Annual Incidence Rate

El Dorado Co.

Melanoma rates in men and women doubled from 1982 to 2001, per Centers for Disease Control © American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Types of Cancers to Focus On LUNG CANCER This indicator reports the age‐adjusted incidence rate (cases per  100,000 population per year) of lung cancer adjusted to 2000 U.S.  standard population age groups  (Under age 1, 1‐4, 5‐9, ..., 80‐84, 85 and older).  Total Population, ACS (2005‐09)

Annual  Incidence Average

Annual  Incidence Rate

80

(per 100,000 pop)

60

Report Area

1,484,753

921

62

Roseville (Service Area)

854,136

530

62

Sacramento (Service Area)

630,617

391

62

California

36,308,528

19,026

52.40

United States

301,461,536

202,582

67.20

Report Area

70 50 40 30 20 10 0 Annual Incidence Rate California

Report Area

United States

© American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Kaiser Permanente Sacramento Community Outreach

Skin Cancer Educational Toolkits for  Youth Sports Coaches

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Skin Cancer Education Provided hundreds of comprehensive  educational toolkits to heighten  awareness of skin cancer prevention  among coaches, parents, district officials  of youth sports leagues. Each packet contained: Sun Protection messages for web sites or emails Tips for engaging players and parents Helpful web sites Flier to print for parents or post online

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Toolkit Message Examples Pre‐drafted messages were sent to coaches and league personnel  to post on web sites and in email messages to players/parents.  Example: Shield yourself from the sun by wearing protective clothing, such as: – Hats with wide 4 in. (10 cm) brims that cover  your neck, ears, eyes, and scalp.  – Sunglasses with UV ray protection, to prevent  eye damage that may lead to cataracts.  – Loose‐fitting, tightly woven clothing that covers  your arms and legs.  – Clothing made with sun protective fabric. These  clothes have a special label that tells you how  effective they are in protecting your skin from  ultraviolet rays.

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Tips for Engaging Parents and Players Bring pop‐up tents and/or umbrellas to games and practices,  especially between the times of 10 a.m. to 4 p.m.  Keep sunscreen 15 SPF or greater, handy in soccer bags or car. Assign “sunscreen duty” to a parent for each game just like  snacks. Make applying sunscreen a pre‐game and halftime ritual. Be  sure to include referees, siblings, coaches, and parents. When sending electronic game/practice reminders, also  remind parents to apply or bring sunscreen.  Create a sun safety page on your league’s or team’s web site.  Assign a parent to check the UV Index on practice/game days.  © American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Flier

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Kaiser Permanente Sacramento Community Outreach

Lung Cancer Don’t Buy the Lie Anti‐Tobacco Program

15 May 12,

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Tobacco Facts Tobacco use is a major preventable cause of premature death  and disability US smoking causes an estimated 419,000 deaths per year $1.26 billion/yr in tobacco products are sold to children under  18 Almost all teens will at some time feel pressured to try  tobacco Youth, women, and minorities are aggressively targeted to  replace the 3,000 smokers that quit or die daily Average age of first tobacco use is 11‐15 years Younger a person begins = the less likely they will be able to  quit 90% of current smokers began smoking prior to age 21 © American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Don’t Buy the Lie Through our “Don’t Buy the Lie” anti‐smoking program,  students from more than 300 local elementary, middle,  and high schools in 20 school districts can participate in  two distinct offerings designed to: Influence teens to not start smoking Make the connection between smoking and lung cancer Increase teen & community awareness of the dangers of  smoking Influence smokers to quit

© American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Don’t Buy the Lie Assemblies Dr. Victor DeNoble, “tobacco  whistleblower” begins the  program by speaking to students  at special Don’t Buy the Lie  assemblies. Presents an average of 44  programs to approximately 9,000  students and faculty over a three  week period

© American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Presentation by Dr. DeNoble

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Billboard/Poster Design Contest Tobacco prevention activities/lesson plans mailed to more  than 600 teachers two months prior to contest which are  then distributed to more than 100,000 students. Between  75‐100 schools on average participate in the DBTL poster  contest with an average of 8,000‐10,000 entries.   – Two grand prize winners – posters are made into billboards that  are placed throughout the Sacramento region and students get  a $1,000 gift card. – Runner‐up winners from each school with a submission. – Teachers who have a minimum of 75 entries receive a $25 gift  card and entered into a raffle for a $100 gift card. © American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Past DBTL Billboard Winners

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Winning Artwork Placed on Fleet Vehicles

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Effectiveness of Don’t Buy the Lie Program Are E‐cigarettes safer than cigarettes? – Pre DBTL assembly: 40% yes; 60% no – Post DBTL assembly: 12% yes; 88% no

Do you believe tobacco companies try to get  people addicted to cigarettes and other products? – Post DBTL assembly: 94% yes; 6% no

Do tobacco companies use ads to encourage youth  smoking? – Post DBTL assembly: 85% yes; 15% no  

© American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Media Coverage of DBTL Program

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Learnings Let community need drive your programs Choose programs that can be effectively  measured Find a way for your entire facility to be involved Share with the media what you doing Have a robust discussion with cancer committee  on program effectiveness 

© American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.

Questions?

Contact information: Richard Robinson, Public Affairs Director [email protected]

© American College of Surgeons 2016—Content cannot be reproduced or repurposed without written permission of the American College of Surgeons.