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The Oral Cancer Foundation lit a fuse in Los Angeles recently that it hopes will set off a nationwide firecracker of prevention against a disease that, while potentially lethal, is highly survivable if caught in its early stages.

“The big issue with oral cancer is that few people are aware of it, and doctors and dentists don’t always screen for it,” says Harvey Pasternak, a consumer healthcare products consultant. Pasternak recently teamed with Oral Cancer Foundation founder Brian Hill bring to life Hill’s idea of setting up free screenings for oral cancer in highest-risk communities.

Brian Hill came to me with a premise. “You can go to a drug store and get screened for high cholesterol, or high blood pressure,” Hill said, “why not oral cancer detection as well? Why not set up a free oral cancer screening at a retailer, and see if we can engage the public in the same way.” Pasternak took the challenge and started inquiring with large Los Angeles retailers to secure a location for an initial proof of principle event.

“I had three large companies interested in hosting the program, but didn’t have any support to pay for what else is was needed— shipping for banners, advertising, dental equipment for the dentists who would do the screenings.” The Foundation reached an agreement with Wal-Mart to hold the screening at its new store in the Baldwin Hills. The Crenshaw District location was important: Oral cancer hits hard among low-income minority groups—a population that has difficulty traveling to and paying for regular medical screenings. The screening fit in perfectly with Wal-Mart’s philanthropic goals, which allow their stores to be used as venues for public health events.

“We operate globally and give back locally,” says Willie Cole, community involvement coordinator at the Baldwin Hills Wal-Mart, which is part of a shopping mall. “We have a responsibility to give back to the community we are in, to uplift it.” Cole says the screening helped spread awareness about a disease that seldom receives coverage in the popular press.

“I know that once a person is aware of a situation, they can better address it,” says Cole. “When Brian Hill talked to me about oral cancer, I had no idea what it was—of course the words oral cancer are self-explanatory, but who thinks about that with high blood pressure, heart disease, lung cancer, cervical cancer, breast cancer, running rampant and recognized in society? The screening just seemed like a very good thing to hold.”

The next key task for Pasternak and the OCF was to find a manufacturer to sponsor the event with necessary supplies. Pasternak started knocking on large corporate doors such as GlaxoSmithKline, makers of oral health products and of stopsmoking aides such as patches and chewing gums; and consumer product giant Procter & Gamble, whose product lines include toothpastes and oral rinses. “Right off the bat, Procter & Gamble they said ‘this is the kind of stuff we love,’”

Pasternak says. “They said if the Oral Cancer Foundation could prove the public venue, free-screening concept works, they’d become financial supporters to do it at Wal-Mart stores nationwide.”

The Foundation’s free oral cancer screening had turned into a proof-of-concept event that could prove to save untold lives nationwide. Meanwhile, Hill worked to line up dentists to do the actual screenings. He called on contacts including Harold Slavkin, Dean of USC’s School of Dentistry, and long time oral cancer advocate. Slavkin arranged for a team of six dentists from the school’s faculty to conduct screenings at the June event. “The concept of going into the community–where the community shops–was a brilliant idea,” says Slavkin. “ It made it easier for people to access this service and get their three-minute screening. We solicited faculty volunteers who represented the diversity of the community. The turnout and participation was outstanding.”

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Adding to the volunteer screening team was Dr. Ted Burnett, who has a private dental practice in Los Angeles. “I was introduced to Brian (Hill, OCF founder) through a mutual friend of ours, and he brought to my attention that they were looking for minority doctors to be involved in the screenings,” Burnett explains. “They had solicited over 200 doctors in the area, minority and non-minority, and didn’t get any appreciable responses. I said I’d be glad to do it. It was in my area and it was something I should be doing–this is why I went into health