American Cancer Society Reaching Out to Texas Hispanics with Life-Saving Information

Taking care of yourself may be the most important thing that you can do for your family. This message, and on prevention and early detection guidelines for cancer, is the central point of "Mi Vida", a new American Cancer Society bi-lingual awareness campaign that is reaching out to Texas Hispanics.

"We know how to prevent some cancers, and how to detect others at an early stage when the survival rates are as high as 90%," stated Keith Mirrer, Communications Chair of the American Cancer Society's Texas Division. "The American Cancer Society can help in many ways, including providing information and resources in Spanish, as well as English."

The American Cancer Society now has Cancer Information Specialists that answer phone calls 24x7 at the organization's National Cancer Information Center -- 1-800-ACS-2345 (1-800-227-2345). In addition, cancer prevention and early detection information in Spanish is available on the American Cancer Society web site at www.cancer.org .

"The "Mi Vida" campaign consists of both Spanish and English language radio and television PSA's and print ads for newspapers and magazines," remarked Adolfo Aguilar, Jr, President and CEO of Creative Civilization, a San Antonio-based advertising firm that specializes in communications to Hispanic audiences. "We got involved in this campaign to help the American Cancer Society communicate that the early detection of cancer is critical and it can save thousands of lives."

In Texas, 74,359 Texans will be diagnosed with cancer this year and almost 60% will survive. Research indicates that the Hispanic population may not have adopted a lifestyle that includes early detection examinations such as mammograms and colon exams. Breast and colorectal cancer are two of the leading cancers diagnosed in Texas Hispanics.

Cancer survivors who have been helped by the American Cancer Society are featured in the Mi Vida ads, and provide testimonials that early detection does make a difference. The ads state that with early detection, the survival rates for breast and colon cancer exceed 90%. The cancer survivors featured in the ads go on to state that "…if I care about my family so much, shouldn't I give them what they want—my life!"

The Mi Vida public service campaign ads are being distributed to all Texas media, with many of the state's media outlets providing additional support through news and public affairs programs to extend the reach of the educational messages of the campaign. For more information, call the American Cancer Society at 1-800-ACS-2345 or visit www.cancer.org

The American Cancer Society is the nationwide, community-based, voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer, through research, education, advocacy and service. #####

MI VIDA FACT SHEET WHAT: The American Cancer Society's Mi Vida campaign focuses on the important concept of family, in an effort to encourage Hispanics to regularly visit their doctor to be screened for cancer. The "Mi Vida" campaign consists of both Spanish and English language radio and television PSA's and print ads for newspapers and magazines. The campaign communicates that the early detection of cancer is critical and it can save thousands of lives.

WHEN: The statewide campaign will be launched in January 2001 in communities throughout Texas.

WHY: Research indicates that the Hispanic population may not have adopted a lifestyle that includes early detection examinations such as mammograms and colon exams.

The American Cancer Society now has bi-lingual Cancer Information Specialists available 24x7 to help answer questions about cancer and to guide callers to local resources. The American Cancer Society web site— www.cancer.org—includes a Hispanic Cancer Resource section in Spanish.

WHO: The Mi Vida campaign strives to reach all Texas Hispanic adults with life-saving information about cancer prevention, early detection, and local cancer resources. The campaign was produced in both Spanish and English in order to reach all segments of the Texas Hispanic population.

WHERE: Throughout the state of Texas, information on cancer and local community resources can be accessed by calling, toll-free, 1-800-ACS-2345 or by visiting the American Cancer Society web site at www.cancer.org

The American Cancer Society is the nationwide, community-based, voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer, through research, education, advocacy and service.