LIVESTRONG expands outreach to Hispanic/Latino Cancer Survivors.

LIVESTRONG is expanding its outreach to the Hispanic/Latino community through promotion of its free Spanish-language resources — LIVESTRONG.org/espanol and LIVESTRONG SurvivorCare. LIVESTRONG aims to provide more support to a wider number of Hispanics/Latinos affected by cancer and those closest to them through increased visibility or access to the most common places people go for information: the internet, cellular devices and media outlets.

The Latino population, which represents a mosaic of cultures, is the fastest growing population in the United States at an estimated 50 million. By 2050, the population is projected to skyrocket to more than 132 million, accounting for nearly one-third of the United States’ total population. Cancer is the second leading cause of death among Hispanics and cancer rates for Latinos are projected to increase by 142% by 2030 compared to 45% for the overall U.S. cancer incidence. Latinos, who as a demographic tend to have lower incomes, less education and less insurance, have lower survival rates for most cancers, which may reflect less access to timely, high-quality treatment. The ecological model developed by psychologist Urie Bronfenbrenner revealed a complex interrelationship between health and culture: culture influences media choice and, in turn, health behaviors. With Bronfenbrenner’s model in mind, LIVESTRONG set out for the crossroads of culture and health in an effort to close the gap in the health disparities for Latinos diagnosed with cancer.

LIVESTRONG is delighted to have Latina telenovela actress and breast cancer survivor Lorena Rojas assist in its outreach to the Hispanic/Latino community as a LIVESTRONG Global Envoy. Rojas is currently featured on the cover of LIVESTRONG Quarterly, has penned an editorial that will run in 80 Hispanic newspapers around the country and recorded radio advertisements that will air on Latino stations nationwide.

“I am honored to accept this challenging and rewarding assignment. I can’t think of any other issue more important to me right now than empowering Latino cancer survivors around the world to fight this disease,” said Rojas.

For more than two decades, Rojas made her life as an actress in popular telenovelas on Mexican TV. But in 2008, her life changed when her doctor discovered a tumor during a routine exam. She was diagnosed with type II breast cancer. Rojas is living proof that there is life with cancer and after cancer, but that’s because early detection from a routine mammogram, adequate care from her physician Dr. Mateos and a proper course of treatment saved her life. After being told, “You have cancer,” she admits she was scared. She didn’t have insurance. Her job was unstable. But she knew that if she let fear take over, the cancer would win. She realized that by educating herself about her disease, she was empowered to live life on her own terms.

Her family and friends rallied to support her in the fight of her life. Her dad called with a special request. He wanted Lorena to read It’s Not About the Bike by Lance Armstrong, the cycling champion who survived advanced testicular cancer. So she did. She was so inspired by Lance’s story that she reached out to LIVESTRONG, the Austin, Texas-based organization founded by Armstrong to inspire and empower people affected by cancer. Upon reaching out to the foundation, she learned about LIVESTRONG SurvivorCare.

This program, available online and by phone at (866) 927-7205, is for any person affected by cancer. Getting one-on-one support is easy, free and confidential. At any point in a person’s cancer experience, SurvivorCare provides free professional support in English and Spanish to help:

* Cope with emotional concerns through counseling and support
* Address financial, insurance and job concerns
* Match to clinical trials and new treatments in development
* Locate and access local resources
* Learn about physical, emotional and day-to-day concerns
* Access information about cancer and fertility and discounted fertility preservation options.

Since her own battle with cancer, Rojas has taken an active role in raising awareness about cancer, which will become the leading cause of death worldwide in 2010. Twenty-eight million people are currently living with cancer and eight million lives will be lost this year. Rojas is working to reduce the cancer burden as a Global Envoy for LIVESTRONG and serves as a committed cancer advocate who connects with constituents and demonstrates extraordinary leadership in the global fight against cancer. Rojas gives a voice to the diagnosed who suffer in silence. She takes a stand against cultural stigma attached to cancer and helps to spur grassroots mobilization.

For more information, visit http://www.LIVESTRONG.org/espanol>