Breast Cancer Campaign targets ethnic minorities

Research charity Breast Cancer Campaign is to target Asian and black women for the first time to boost their understanding of the disease and involvement in the organisation.

The programme, to run for more than a year, includes a partnership with Asian Woman magazine, which last week became the first glossy to put the charity's pink ribbon on its cover.

'You don't see enough Asians raising money in the London Marathon or the Great North Run,' said Breast Cancer Campaign director of comms and marketing Sangeeta Haindl.

'In the past we haven't pitched to a diverse enough audience.'
She added: 'Breast cancer is often portrayed as a white, middle-class woman's disease. We have to get the message across that it can affect everybody.'

Asian Woman will take Breast Cancer Campaign promotional material to events attended by the magazine. The partners are also planning their own 'celebrity event', details of which are being finalised.

The move comes as fellow charity Breast Cancer Care – which offers support for those diagnosed with cancer – also prepares to target
minority groups (PRWeek, 23 September).

Haindl claimed singer Kylie Minogue's recent battle with breast cancer had raised the charity's profile and should generate discussion on the disease.

A recent study by Breast Cancer Care suggested that 43 per cent of women from minority communities fail to check their breasts for signs of cancer, compared with 11 per cent of the general UK population.

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