While awareness of breast cancer is high, a new survey released this week by the National Breast Cancer Coalition (NBCC) reveals potentially critical knowledge gaps among American women. While awareness of breast cancer is high, a new survey released this week by the National Breast Cancer Coalition (NBCC) reveals potentially critical knowledge gaps among American women and a sense of urgency about the nature of progress required in the research and treatment of breast cancer, which is expected to claim the lives of some 40,000 women in the US this year.

In addition to releasing the survey on the first day of Breast Cancer Awareness Month, NBCC is launching the Breast Cancer Caucus, calling on the Presidential candidates of both parties to detail their specific approaches to breast cancer research, prevention and care as well as outline their plans for universal health care. The results of the survey give additional impetus to NBCC's efforts to draw attention to this disease in the political campaign.

"This important survey shows that breast cancer is a top-of-mind issue for American women. However, awareness does not always translate to knowledge that leads to smart choices, and women clearly are expressing the desire to see a more profound change in America's approach to the disease," said NBCC President Fran Visco. "As the Presidential candidates introduce their health care plans, it's absolutely essential that they define specific approaches to breast cancer that can more meaningfully change outcome."

The survey sponsored by NBCC was fielded in August by Penn, Schoen & Berland Associates, and includes responses from 1,004 women over the age of eighteen.

Survey results: Awareness - but misinformation

The survey revealed that 76 per cent of the respondents consider themselves knowledgeable about breast cancer. In addition 61 per cent of the respondents reported having recently heard or read something about breast cancer. Despite these statistics, the survey shows that awareness is not translating into knowledge.

A majority of respondents (56 per cent) believe that most breast cancers occur among women with a family history or a genetic predisposition to the disease. The reality is that over two thirds of women diagnosed have no known risk factor. Even though having an inherited mutation in certain genes is the most potent risk factor, the National Cancer Institute states: "these genes are rare in the general population and are estimated to account for no more than five to ten per cent of breast and ovarian cancer cases overall."[1]

When asked the question, "Where do you think the most progress has been made in the fight against breast cancer?" the most frequent response (39 per cent overall) was "awareness about how to self-detect breast cancer." These women are convinced that breast self-examination is an effective early detection method. Yet, research has shown that breast self-examinations do not reduce deaths due to breast cancer, greatly increase the number of benign lumps detected, resulting in increased anxiety, physician visits, and unnecessary biopsies. According to the US Preventive Services Task Force, "the evidence is insufficient to recommend for or against teaching or performing routine breast self-examination."[2]

The study found that misinformation abounds about how best to prevent breast cancer. For instance, 78 per cent of those respondents age 18-24 wishfully assume that a diet rich in fruits and vegetables has a significant prophylactic effect. The most recent studies have found no significant decrease in breast cancer incidence when vegetable and fruit consumption was increased.[3]

Additional survey results show that women, particularly those over 50, felt that very limited progress had been made in reducing deaths due to breast cancer. Looking forward, 44 per cent of women in this age group expressed doubt that prevention will be found in their lifetime but 86 per cent were confident it will be found in their children's lifetime.

Also, younger women were keenly interested in prevention, more so than their mothers and grandmothers, with 53 per cent of the respondent's age 18-24 maintaining that emphasis should be placed on prevention. Older respondents (46 per cent of those 50 or older) prefer the focus to be on more effective treatments.

While women view the federal government as the best choice for funding breast cancer research, only eight per cent of those questioned are aware of government funded breast cancer research. However, some public health messages do get through: 80 per cent of the survey respondents knew that taking hormone replacement therapy (HRT) increases breast cancer risk, information originating from a 2002 National Institute of Health (Women's Health Initiative) report.

Amid a sea of pink, deeper shades of concern

Survey respondents revealed that women want to make a personal statement against breast cancer, although many had misgivings about the effectiveness of their actions. Some 59 per cent of respondents said they had purchased or worn a pink ribbon -- yet only 36 per cent believe that it is a very important activity in the fight against breast cancer. By contrast, 96 per cent of the respondents felt that contributing to a breast cancer related charity was important (very or somewhat). In addition, 82 per cent said it was important to contact an elected official about breast cancer legislation.

"The time has come for consumers to take the next step beyond pink ribbons and products," said Fran Visco. "Popular efforts to raise breast cancer awareness lull the public into complacency, into a false sense that adequate progress is being made against this disease. We urge women and men nationwide to join us in our work to improve research, diagnosis and treatment and ultimately end this disease forever. One way to get involved is to visit NBCC's new Breast Cancer Caucus website, to see the videos and statements from presidential candidates. Breast cancer is an important issue in the campaign and our website is a valuable resource for voters in making their decisions."

At its 2007 New York Gala fundraiser tonight, NBCC will recognize four outstanding women for their efforts to help end breast cancer: US House Speaker Nancy Pelosi (D-CA); Grammy winner and breast cancer activist Sheryl Crow; and advocates Carol Matyka form Boston, MA, and Martina Correia from Savannah, GA.

The National Breast Cancer Coalition is a grassroots membership organization dedicated to ending breast cancer through the power of action and advocacy. Along with its research and education arm the National Breast Cancer Coalition Fund, the Coalition's main goals are to increase federal funding for breast cancer research; improve access to high-quality health care and breast cancer clinical trials for all women; and expand the influence of breast cancer advocates wherever breast cancer decisions are made. Click here for more information about NBCC.

Penn, Schoen and Berland Associates (PSB) has nearly 30 years of experience in leveraging consumer opinion to provide clients with a competitive advantage, or more simply - providing clients with Winning Knowledge™. PSB brings an extensive network and unique knowledge base to bear on communications issues. PSB uses experience and global reach to deliver unrivaled business and political insights. PSB executes polling and message testing services in over 70 countries for FortuneR500 companies and major political campaigns to develop brand positioning, guide successful advertising campaigns, generate favorable publicity, and advise in crisis management decisions.


[1] Kelsey JL, Gammon MD, John EM. 'Reproductive Factors and Breast Cancer.' Epidemiol Rev 1993; 15:36-47; National Cancer Institute, 'Genetics of Breast and Ovarian Cancer,' PDQ, 2007.

[2] US Preventive Services Task Force, Screening for Breast Cancer. Systemic Evidence Review. 2002.

[3] Prentice RL, Caan B. Chlebowski RT et al. 'Low-Fat Dietary Pattern and Risk of Invasive Breast Cancer: The Women's Health Initiative Randomized Controlled Dietary Modification Trial.' JAMA 2006 295 (6): 629-42.


Source: National Breast Cancer Coalition

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