In 1985, October was declared Breast Cancer Awareness Month to promote mammography as a tool to detect breast cancer at its earliest stage. The purpose was to spread awareness globally about how early detection can make cancer 90 to 100% treatable. This movement aimed to encourage people to start talking about the disease, understand the importance of treatment options, and help breast cancer fighters become survivors by giving them hope and support.
As October comes to an end, we noticed multiple awareness sessions being conducted in almost every sector. People were seen wearing pink ribbons, buildings were lit pink, cakes were cut, and pink-coloured cupcakes were served. The meaning of this gesture was clear, i.e., showing support and solidarity with those suffering from breast cancer. But at the same time, a question arises:
Why are all such activities limited to this month, and why have they turned more into a celebration than highlighting the key aspects of breast cancer?
According to multiple reports, the knowledge among the women of Pakistan regarding risk factors, symptoms, and diagnosis is destitute. As the cancer spreads rapidly in breast tissue, awareness once a year is not enough. Awareness sessions should be held every three months, and campaigns should encourage both men and women to educate others about the symptoms, ways to reduce risks through diet, exercise, and lifestyle changes, and the available treatment options that promote early detection.
Unfortunately, many offices, schools, and social media platforms tend to focus more on arranging an event by following the theme of ‘Pink October’ rather than delivering impactful knowledge. While it’s a thoughtful approach to participate in this drive, the real goal should be consistent education and meaningful discussions — not just decorations and events that come with October.
True awareness counts and comes into action when it includes efforts that eradicate the fear among women to discuss breast cancer, considering it a taboo to be addressed, and to hide and carry it in the body until it becomes untreatable. We must motivate people to start campaigns in urban areas where women and men have negligible knowledge about breast cancer.
Another idea could be raising funds to make breast cancer screening cheaper or encouraging hospitals to offer discounted prices. These activities are more effective and require about the same or even less money than organising an event.
Even if we raise awareness verbally, through social media platforms, small workshops in schools and offices, or by casually holding sessions every three months — say in January, April, July, and October — there are good chances that it will encourage women to keep practising self-checkups or identify any changes in their breasts. Frequent awareness is far more constructive than conducting it once a year, as it holds the potential to reduce the risk of developing cancer in women.
Those who are already suffering from breast cancer also need our support. Simply telling patients that the disease has a high survival rate and explaining that cancer in tissue is easier to cure than cancer developed in organs can bring a positive change in their mindset. It can make them more positive and determined to fight against it.
In Pakistan, different studies have reported barriers that prevent women from seeking medical help for breast cancer. Some barriers are common and widely discussed, such as believing it to be an incurable disease, fear of judgement, social rejection, or lack of proper resources. However, one surprising finding by Rehman and his colleagues in research ‘BMJ Public Health’ was the preference of women for herbal medicines, and they were not verified medications to cure cancer. Many women practise at-home remedies and seek treatments from hakims. While herbal medicine is used all around the world, we need to stop people from trusting quacks for deadly diseases like cancer. There should be a certification process for herbalists and a crackdown against practitioners without a licence to work as doctors.
Again, the idea of breast cancer awareness should never be forgotten, and it should be reminded continuously, especially when we know that we can save lives through the right action. Campaigns, making it a compulsory topic to be discussed in schools, and digital platforms can be very helpful to promote the ‘right movement’ for breast cancer.
Survivors should also share their experiences publicly. By doing so, more women may come forward to seek proper treatment, and those currently battling the disease can obtain a new sense of strength and hope.