Media release
Monday 27 October 2008
Cheeky new breast cancer campaign speaks to younger women
A cheeky new public information campaign launched today by National Breast and Ovarian Cancer Centre is set to reassure young women they do not need to learn a complicated technique to check their breasts for changes.
Far removed from the structured technique once taught, the campaign television community service announcements introduce a new generation of Australian women to the Cheeky Check-up. The ‘jam on toast’, ‘car wash’ and ‘hairdryer’ techniques demonstrate just how easy it is to incorporate breast awareness into everyday life.
The campaign will be launched at National Breast and Ovarian Cancer Centre’s annual Pink Ribbon Breakfast in Sydney.
National Breast and Ovarian Cancer Centre Director Dr Helen Zorbas said, “Many women do not check their breasts regularly because they are anxious about doing it the ‘wrong’ way and missing something. Yet international research involving hundreds of thousands of women has shown there is no evidence to promote the use of any one self-examination technique over another.
“There is no need for a special technique, no correct number of times a month to check, no right or wrong way and you don’t need training in how or what to do.
“It really is a simple but empowering message of getting to know the normal look and feel of your breasts as part of everyday life and reporting any unusual changes to your doctor,” said Dr Zorbas.
Preliminary results from a National Breast and Ovarian Cancer Centre survey of 3000 women show:
Younger women (under 40 years) are less confident than older women about their ability to detect a breast change.
When asked what they most wanted to know about breast cancer, the top three responses from women under 40 years were ‘how to prevent breast cancer’, ‘how to do a self-examination’ and ‘the symptoms of breast cancer and how to detect it’.
Dr Zorbas said, “It is particularly important for young women to be aware of breast changes because mammographic screening is not effective at finding breast cancer in its early stages in this age group.
“While young women are at lower risk of breast cancer than older women, the campaign encourages them to develop good breast health habits for life.”
The Cheeky Check-up campaign incorporates television, radio and online elements to provide the facts about breast cancer and early detection to young women. It includes information about the types of breast changes to look out for, explains why screening mammograms are not appropriate for younger women and provides tips to reduce your risk of breast cancer.
“It is important that we reduce the anxiety and dispel the misconceptions that younger women may have about breast cancer, yet ensure they are well equipped to be proactive in the early detection of the disease,” said Dr Zorbas.
Changes to look out for during a Cheeky Check-up include:
- a new lump or lumpiness, especially if its only in one breast
- a change in the size or shape of the breast
- a change to the nipple, such as crusting, ulcer, redness or inversion
- a nipple discharge that occurs without squeezing
- a change in the skin of the breast, such as redness or dimpling
- an unusual pain that doesn’t go away.
Visit the Cheeky Check-up website at www.cheekycheckup.com.au
(Please note, the website will go live on Monday 27 October 2008)
National Breast and Ovarian Cancer Centre is funded by the Australian Government and works with consumers, health professionals, cancer organisations, researchers and governments to improve care and cancer control in breast and ovarian cancer.
Media contacts:
Bree Stevens 0438 209 833
Wendy Qin 0404 101 742
Lisa Michalanney 0421 067 953