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VCU Massey Comprehensive Cancer Center took its community-centered approach to research and clinical care to the ESSENCE Festival of Culture (ESSENCE Fest), held July 4-7 in New Orleans, Louisiana.

Widely recognized as the largest African American culture and music event in the United States, ESSENCE Fest estimated that 500,000 individuals were in attendance this year.

Massey partnered with the Louisiana Cancer Research Center (LCRC) of Louisiana State University (LSU) Health Sciences Center New Orleans and Tulane Health Sciences Center on outreach efforts.

“Everyone wins when we work together, so I say let’s get to work,” said Robert A. Winn, director and Lipman Chair in Oncology at Massey. “Science needs to get to our communities, and we are stronger together.”

Radio show on the road

Winn invited Clovia “Miss Community” Lawrence from Radio One to travel with Massey to New Orleans to record their monthly “Community Conversations” radio show and “Black Health Wins” podcast.

Joe W. Ramos, Ph.D., the director and chief executive officer of the LCRC, joined Lawrence and Winn for a discussion about cancer disparities among the Black population. Topics ranged from social drivers of health to medical mistrust and clinical trials.

“It is a challenge to get into rural communities, and we are trying to innovate in that area,” said Ramos, who is also the director of the LSU LCMC Health Cancer Center. Many community hospitals don’t have the capability of doing clinical trials, so we put together a virtual research program; it can support selected hospitals across the state that can get patients on trials that will work for them.”

According to Winn, partnerships are critical in breaking down barriers to screenings and care.

“The reality is, it’s not about the door being closed. You don’t have to kick the door in; just turn the knob and come on in,” said Winn. “Our cancer centers aren’t working in silos. We are working together and so should our community. We are breaking down silos nationally.”

Lawrence commented on progress made in cancer awareness since her radio show with Winn began in 2020. But, she acknowledged a need for more outreach to the youngest generations who are seeing some of the highest increases in cancer incidence.

“Women that are over 50 are living longer healthier lives because they are in touch with their bodies. The issue is the women under 50 that think they are in touch with their bodies [but aren’t]. They don’t go to the doctor when something doesn’t feel right,” said Lawrence. “We’re going to keep working and travel all over the U.S.”

Interactive panel discussion

On July 5, the LCRC hosted a panel titled “African Americans and Cancer,” to hold a discussion with community members about health inequities. Katherine Y. Tossas, Ph.D., M.S., interim associate co-director of Community Outreach and Engagement (COE) at Massey, gave opening remarks.

“We have gotten so good at measuring disparities, but not everything that counts can be counted,” said Tossas who is also the director of the Office of Catchment Area Data Analytics at Massey and an assistant professor and Harrison Endowed Scholar in the Department of Health Behavior and Policy at VCU.

Tossas encouraged community members to work alongside medical providers to steer the focus to their individual needs.

Winn spoke about recent discoveries in science, saying they have both helped and hindered the advancement of health equity.

“Our job is not to let the normalization of untruths stand,” said Winn. “We must demystify science. We’ve done so much to make it seem so high-tech that no one can understand it. We’ve done everyone a disservice. We should have a multilingual approach to explaining science.”

As Ramos recounted his family’s personal experiences with cancer, he additionally recognized that outcomes are often dependent on strong relationships.

“You have to be a part of the community and work with the communities to have an effect,” said Ramos.

A pastor in the audience spoke about connecting with his congregation about cancer, and Winn relayed information about Facts & Faith Fridays, the program Massey launched with faith leaders in 2020.

Cancer survivors also stood up in the room and shared their perspectives.

The panel moderator, Eric D. Griggs, M.D., credited one of the long-time survivors in attendance and others he has met for solidifying for him the value of patients’ voices in the greater conversation.

“The community gives you back what you give,” said Griggs. “They give back a thousand-fold.”

Next steps to take

Massey has already initiated plans to partner with the LCRC during ESSENCE Fest next year. Among the possibilities is a booth inside the exhibit hall of the Ernest N. Morial Convention Center to allow greater engagement.

ESSENCE Fest is scheduled to be held July 3-9, 2025.

Written by: Amy Lacey