Breast cancer awareness month
Pro Research Analysisby 
Searched over 200M research papers
Consensus Meter
Impact and Effectiveness of Breast Cancer Awareness Month
Introduction to Breast Cancer Awareness Month
Breast Cancer Awareness Month (BCAM) is an annual campaign that takes place every October, aimed at increasing awareness about breast cancer, promoting early detection, and supporting research and treatment efforts. Established in 1985, BCAM has grown into a significant health observance, led by organizations such as the National Breast Cancer Foundation.
Public Awareness and Internet Search Trends
Google Trends Analysis
Research using Google Trends data from 2012 to 2021 has shown that BCAM significantly boosts public awareness about breast cancer. The relative search volume (RSV) for "breast cancer" saw a notable increase during October each year, with weekly RSVs rising between 21.9% to 46.7%. This indicates that BCAM effectively raises public interest and awareness about breast cancer more than other cancer awareness months, such as Lung Cancer Awareness Month and Prostate Cancer Awareness Month, which did not show similar increases in RSV.
Geographic Reach and Effectiveness
Further analysis of Internet Search Interest (ISI) from 2006 to 2019 revealed that BCAM significantly increased searches for "breast cancer" and "mammogram" across various states and metropolitan areas in the U.S. The ISI was 2.34 times higher in October compared to other months, demonstrating BCAM's effectiveness in driving online searches related to breast cancer. However, there were notable differences in ISI across different regions, suggesting that the campaign's impact varies geographically.
Social Media and Health Promotion
Twitter Usage During BCAM
Social media platforms, particularly Twitter, play a crucial role in disseminating information during BCAM. Content analysis of tweets from health-related organizations during BCAM showed that these organizations used various constructs of the Health Belief Model to share valuable breast cancer-related content. Another study found that tweets about BCAM spiked dramatically at the beginning of October, with organizations and celebrities posting more frequently and being retweeted more often than individuals. This highlights the importance of strategic communication and collaboration with influencers to maximize the reach of health messages.
Retweeting and Message Dissemination
Research on the retweeting behavior during BCAM revealed that tweets promoting fundraising or sales events were more common than those focused on educational goals. Tweets with photos or images had higher retweetability, suggesting that visual content is more effective in spreading health messages on Twitter. This insight can help organizations optimize their social media strategies to enhance the dissemination of health information.
Beyond Awareness: Access to Early Detection and Treatment
While BCAM has been successful in raising awareness, it is crucial to extend the conversation to include access to early diagnosis, treatment, and follow-up care. Many breast cancer cases are self-detected, underscoring the importance of being "breast aware". However, awareness alone is not sufficient; there must be equitable access to healthcare services to ensure early detection and treatment without financial hardship.
Impact on Breast Cancer Diagnosis Rates
Studies have shown mixed results regarding the impact of BCAM on breast cancer diagnosis rates. An analysis of diagnosis rates from 1993 to 1995 indicated an increase in breast cancer diagnoses in November, following BCAM. However, other studies found no significant effect on diagnosis rates in later periods, suggesting that the widespread use of routine screening programs may diminish the impact of awareness campaigns on new diagnoses.
Conclusion
Breast Cancer Awareness Month has proven to be an effective campaign in raising public awareness and driving online searches related to breast cancer. The use of social media, particularly Twitter, has enhanced the reach of BCAM messages, although there is room for improvement in promoting preventive behaviors. Moving forward, it is essential to ensure that increased awareness translates into equitable access to early detection and treatment services, ultimately improving health outcomes for all individuals affected by breast cancer.
Sources and full results
Most relevant research papers on this topic