Planting the Seeds of Prevention - Siteman Cancer Center

Matthew Kreuter, PhD, MPH, and
colleagues Debbie Pfeiffer, MA,
left, and Deidre Griffith, MPH,
review some of the customized
publications produced by the Health
Communication Research Laboratory
at Washington University’s Brown
School of Social Work.
6 The Alvin J. Siteman Cancer Center
On Target
Communications Center Propagates Powerful Messages
The publications created by Matthew Kreuter, PhD, MPH, and his colleagues — welldesigned
magazines, colorful children’s books and heavily illustrated brochures —
could be the work of an ad agency or marketing firm. But they are so much more.
The work comes from the Health Communication Research Lab (HCRL) at Washington
University’s Brown School of Social Work, which is led by Kreuter, and the publications share
a theme — they all promote healthy choices: cancer screening, a balanced diet and regular
exercise. More subtly, the publications are similar because they are intended for an African-
American audience. Most importantly but perhaps least visibly, all are based on rigorous
science. The messages, images and delivery methods have been shaped by research to increase
their reach and effectiveness.
The work is directed at African Americans for good reason. “For almost every type of
cancer, African Americans suffer disproportionate rates of disease, higher death rates and
shorter survival times,” explains Kreuter, co-leader of the prevention and control research
program at the Siteman Cancer Center at Barnes-Jewish Hospital and Washington University
School of Medicine. His efforts are designed to help eliminate those differences.
Kreuter, a professor in the Brown School, and his team have devised experiments to
shape and evaluate their cancer-prevention messages and delivery systems. In October
2008, a five-year, $8.6 million grant from the National Cancer Institute was awarded to
support the work and establish the HCRL as one of only five Centers of Excellence in
Cancer Communication Research nationwide.