Abstract

In 2006 the California department of public health ran a series of television public service announcements that advocated breast cancer screening among women in its “Every Woman Counts” campaign. This essay evaluates breast cancer risk narratives in a pilot sample of Public Service Announcements (PSAs) targeting underinsured and uninsured women. The PSAs were used as a guide to gain a greater understanding of how Walter Fisher’s narrative paradigm theory and a deconstruction of cultural symbols may be used in determining effective message design in health promotion materials targeting vulnerable populations.

Key words: African American women, breast cancer risk, public service announcements, public health campaigns.