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The Impact of Breast Cancer Awareness Month: A Comprehensive Analysis
Introduction to Breast Cancer Awareness Month (BCAM)
Breast Cancer Awareness Month (BCAM), also known as National Breast Cancer Awareness Month (NBCAM) in the United States, is an annual international health campaign organized every October. Established in 1985, BCAM aims to increase awareness of breast cancer, promote early detection, and raise funds for research into its causes, prevention, diagnosis, treatment, and cure . This article synthesizes recent research on the effectiveness and impact of BCAM on public awareness, diagnosis rates, and social media engagement.
Public Awareness and Google Trends Analysis
Increased Public Interest
Research using Google Trends data from 2012 to 2021 indicates that BCAM significantly boosts public awareness of 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% and 46.7%. This trend was not observed for Lung Cancer Awareness Month (LCAM) or Prostate Cancer Awareness Month (PCAM), highlighting BCAM's unique effectiveness in raising awareness.
Geographic Variability
Further analysis of Internet Search Interest (ISI) from 2006 to 2019 revealed that BCAM's impact varies geographically. The ISI for "breast cancer" and "mammogram" was 2.34 times higher in October compared to other months, with significant differences across states and metropolitan areas. This suggests that while BCAM is generally effective, its reach and impact can differ based on location.
Social Media Engagement
Organizational Use of Twitter
A content analysis of tweets from health-related organizations during BCAM showed diverse strategies in disseminating breast cancer information. Organizations like Susan G. Komen and U.S. News Health utilized Twitter to share content based on the Health Belief Model (HBM), focusing on different theoretical constructs to engage their audience. This indicates that social media plays a crucial role in spreading awareness and educating the public about breast cancer.
Impact on Diagnosis Rates
Screening and Detection
Studies have shown that BCAM leads to increased breast cancer screening and diagnosis rates. For instance, a study evaluating the effect of BCAM on primary diagnosis in a private hospital found that the number of screenings and subsequent diagnoses increased during October. However, another study noted that while BCAM initially led to a rise in diagnoses in November during the early 1990s, this effect diminished as breast cancer advocacy became more established.
Seasonal Variations in Diagnosis
Research on the month of diagnosis and prognosis in breast carcinoma suggests that the time of year can influence survival rates. Cancers diagnosed during certain months, including October, were associated with higher mortality rates, possibly due to seasonal hormonal changes and social factors. This underscores the importance of timely and consistent screening throughout the year.
Conclusion
Breast Cancer Awareness Month has proven to be a highly effective campaign in raising public awareness and promoting early detection of breast cancer. The use of Google Trends and social media platforms like Twitter has enhanced the campaign's reach, although geographic and seasonal variations in its impact remain. Continued efforts to improve access to screening and treatment, along with targeted awareness campaigns, are essential to further reduce the burden of breast cancer.
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