Cancer researchers slam media

The UK’s only specialist breast cancer research charity has launched a scathing attack on the media over their ‘unrepresentative coverage’ of people who suffer from the disease.

Breast Cancer Campaign  (BCC) commissioned Romeike to analyse press coverage of last October's Breast Cancer Awareness Month and discovered that the majority of case studies focused on people who were 'young, white and middle class'.

'This leads people to believe that breast cancer does not affect women from other communities,' said BCC director of comms and marketing Sangeeta Haindl.

The charity is also concerned that more than 80 per cent of the case studies used during October showed women aged between 30 and 49, even though women above 50 had the highest risk of contracting the disease.

'We send out case studies of women over 50, and the media always ask, "have you got anybody younger?",'  explained Haindl.

The charity will run campaigns tagged 'breast cancer doesn't discriminate' in the run-up to this year's awareness month. It is also redoubling its efforts with lesbian and BME press.

Haindl added that the BCC report was released on the same day that National Magazine Company editorial director Lindsay Nicholson renewed her call for more diversity among UK magazines.

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