Oral Presentation 2025 Joint Meeting of the COSA ASM and IPOS Congress

Culturally-Tailored Cancer Screening Initiative for the Malay Muslim Community in Singapore: A Practice-Based Innovation (126313)

Norhashimah Kamarudin 1 , Nur Syafiqah Binte Affandi 1
  1. Research, Ain Society, Singapore

Background:
In Singapore, Malay Muslims are disproportionately diagnosed with late-stage cancer, often due to low screening rates, cultural stigma, and limited health literacy. Conventional outreach strategies have shown limited effectiveness in this community. At Serenity Cancer Care (Ain Society), internal service trends mirrored these national disparities, highlighting the need for a culturally grounded and psycho-socially informed screening initiative.

Objective:
To design and implement a community-embedded cancer education model that increases screening uptake among Malay Muslims by integrating faith, communal identity, and psycho-oncology principles.

Methods:
Informed by the Health Belief Model and narrative-based psycho-oncology, this 2024–2025 campaign merged public health goals with culturally resonant platforms:

  • Radio dramas and survivor interviews aired on Warna 94.2FM to normalize screening and reduce fatalism.
  • Televised narratives and fundraising segments on Mediacorp Suria portrayed real-life patient journeys to foster empathy and collective action.
  • Community booths at neighborhood food fairs ensured accessibility and cultural alignment.
  • Behavioral prompts (e.g., fridge magnets, shopping bags) with the tagline “Kesan Awal, Barah Terkawal” served as daily reminders.

Outcomes and Impact:
Preliminary data indicates increased inquiries and first-time attendance at health events. Many individuals cited the campaign’s relatable storytelling as the reason they committed to screening. One-year follow-up interviews revealed that several participants underwent screening, with some reporting early detection and timely care. Participants expressed a shift from fear to empowerment, and a desire to advocate for screening within their circles.

Conclusion:
This culturally tailored initiative demonstrates how psycho-oncology principles, when integrated with faith and identity, can drive meaningful change. It offers a scalable framework for promoting early detection in underserved or faith-based communities globally.