Contact: Sonia Mora, 240-777-1779
For Immediate Release: November 27, 2001

Latino Health Initiative Premieres
Television Special on Cancer in the
Latino Community

County health officials today kicked off a cancer prevention and education program with the premiere of “La Clinica,” a 30-minute video dramatization on cancer in the Latino community. The Montgomery County Department of Health and Human Services’ Latino Health Initiative and EVS Communications produced the program. The prevention and education program will focus on colorectal, breast and cervical cancer. It will include a health promoter project, in partnership with CASA of Maryland and Community Ministries of Rockville; television and radio public service announcements (PSA’s) to air on Spanish language cable networks and radio stations, produced by Embryo Media and The Media Network; and a Spanish-language newsletter.

The Latino Health Initiative was established in July 2000, with the support of the County Executive and County Council. The mission of the Latino Health Initiative is to improve the quality of life of Latinos living in Montgomery County by contributing to the development and implementation of an integrated, coordinated, culturally and linguistically competent health wellness system that supports values and respects Latino families and communities.

Latinos constitute the fastest growing ethnic/racial group in the United States. According to 2000 Census data, Maryland’s Latino population increased by 85 percent between 1990 and 2000. Census figures indicate that more than 106,000 Latinos currently live in Montgomery County, comprising close to 50 percent of Maryland’s Latino population and 11.4 percent of the County’s total population.

The Spanish-language media component of the program is part of a larger county-wide and regional campaign to promote free colon cancer screenings being provided by the Montgomery County Department of Health and Human Services and the health departments of Prince George’s and St. Mary’s Counties in Maryland.

For both Latinos and whites, colon cancer is the third most common cancer among men and the second most common cancer among women. A study of rates of colon and rectal cancer in certain parts of the United States showed a significant increase among Latinos over time. According to the National Program for Cancer Registry, cervical cancer is close to seven times more prevalent among foreign-born Latinas than non-Latina whites. Information provided by the National Hispanic Leadership Agenda indicates that Latinos have low participation rates in cancer screening. Delayed screenings have devastating effects on Latinos including later stage cancer diagnosis and subsequent poorer outcomes and higher mortality.

For more information on free colon, breast and cervical cancer screenings, please call (240) 777-3221 or 1-888-561-4049.