Breast Cancer Care targets media

Around a third of women talk about breast awareness following something they see in the media, according to a survey by Breast Cancer Care and Boots.

The survey found that women were more likely to discuss how often they need to check their breasts to ensure they are healthy, and the kind of changes they should report to their doctors, after reading press reports.

Following the findings, the charity has launched a campaign targeting media doctors and agony aunts to increase the prominence of these issues in problem pages.

‘We want to ensure key health professionals in the media know the facts,’ said Breast Cancer Care press officer Louisa Beejay. ‘As media targets they are often ignored, yet they can be very influential.’

Breast awareness booklets and films are being sent to national, regional and women’s media correspondents.

The survey is part of the Boots and Breast Cancer Care’s ‘Be Up Front’ campaign, which aims to encourage women to talk more openly about breast awareness and breast cancer.

‘Women can play such an important role in early detection, which can mean more effective treatment and better survival rates,’ said Boots PR manager Colette Phillips.

The data in the survey was collected via questionnaires, with a sample of respondents representative of women aged over 20 in the UK.

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