Before making any kind of advertisement for a product or service, it is very necessary to undertake an extensive research for the same. Research helps you to understand the market scenario, your customer base, their preferences and an appropriate media mix that you can decide to ensure optimum audience reach. For my class project, I was given a task to film a P.S.A (Public Service Announcement) to spread awareness about self-test that can be done to detect breast cancer on early stage. Research helped me determine the modes of advertisements that can be used for wide audience reach.

1. By:
Neha Shetty, Manisha Tripathi ,
Saumya Singh &
Nishant Dalwadi

2.  Most people who have breast cancer
symptoms and signs will initially notice
only one or two, and the presence of
these symptoms and signs do not
automatically mean that you have
breast cancer.
 By performing monthly breast self-exams,
you will be able to more easily identify
any changes in your breast.

3. A CHANGE IN HOW THE BREAST OR NIPPLE
FEELS
 Nipple tenderness or a lump or thickening in
or near the breast or underarm area
 A change in the skin texture or an
enlargement of pores in the skin of the
breast
 A lump in the breast (It’s important to
remember that all lumps should be
investigated by a healthcare professional,
but not all lumps are cancerous.)

4. A CHANGE IN THE BREAST OR NIPPLE APPEARANCE
 Any unexplained change in the size or
shape of the breast
 Dimpling anywhere on the breast
 Unexplained swelling of the breast
 Unexplained shrinkage of the breast
 Recent asymmetry of the breasts
 Nipple that is turned slightly inward or
inverted
 Skin of the breast, areola, or nipple that
becomes scaly, red, or swollen or may have
ridges or pitting resembling the skin of an
orange

5. ANY NIPPLE DISCHARGE—PARTICULARLY
CLEAR DISCHARGE OR BLOODY DISCHARGE
 It is also important to note that a milky
discharge that is present when a woman
is not breastfeeding should be checked
by her doctor, although it is not linked
with breast cancer.

6. ONCE A MONTH
•Adult women of all ages are encouraged to perform breast self-
exams at least once a month.
•Forty percent of diagnosed breast cancers are detected by women
who feel a lump, so establishing a regular breast self-exam is very
important.
•While mammograms can help you to detect cancer before you can
feel a lump, breast self-exams help you to be familiar with how your
breasts look and feel so you can alert your healthcare professional if
there are any changes.

7. HOW SHOULD A BREAST SELF-EXAM BE PERFORMED?
1) IN THE SHOWER
 Using the pads of your fingers, move around your entire breast in a circular
pattern moving from the outside to the center, checking the entire breast
and armpit area. Check both breasts each month feeling for any lump,
thickening, or hardened knot. Notice any changes and get lumps evaluated
by your healthcare provider.
2) IN FRONT OF A MIRROR
 Visually inspect your breasts with your arms at your sides. Next, raise your arms
high overhead.
 Look for any changes in the contour, any swelling, or dimpling of the skin, or
changes in the nipples. Next, rest your palms on your hips and press firmly to
flex your chest muscles. Left and right breasts will not exactly match—few
women's breasts do, so look for any dimpling, puckering, or changes,
particularly on one side.
3) LYING DOWN
 When lying down, the breast tissue spreads out evenly along the chest wall.
Place a pillow under your right shoulder and your right arm behind your
head. Using your left hand, move the pads of your fingers around your right
breast gently in small circular motions covering the entire breast area and
armpit.
 Use light, medium, and firm pressure. Squeeze the nipple; check for
discharge and lumps. Repeat these steps for your left breast.

8.  Myth No.1:Finding a lump in your
breast means you have breast
cancer.
THE TRUTH
 Only a small percentage of breast lumps turn out to
be cancer. But if you discover a persistent lump in
your breast or notice any changes in breast tissue, it
should never be ignored. It is very important that you
see a physician for a clinical breast exam. He or she
may possibly order breast imaging studies to
determine if this lump is of concern or not.
 Take charge of your health by performing
routine breast self-exams, establishing ongoing
communication with your doctor, getting an
annual clinical breast exam, and scheduling your
routine screening mammograms.

9.  Myth No.2:Men do not get breast
cancer; it affects women only.
THE TRUTH
 While the percentage is still small, men should
also check themselves periodically by doing a
breast self-exam while in the shower and
reporting any changes to their physicians.
 Breast cancer in men is usually detected as a
hard lump underneath the nipple and
areola. Men carry a higher mortality than
women do, primarily because awareness
among men is less and they are less likely to
assume a lump is breast cancer, which can
cause a delay in seeking treatment.

10. Myth No.3: A
mammogram
can cause
breast cancer to
spread.
THE TRUTH
•A mammogram, or x-ray of the
breast, currently remains the gold
standard for the early detection of
breast cancer. Breast compression
while getting a mammogram
cannot cause cancer to spread.
•The standard recommendation is
an annual mammographic
screening for women beginning at
age 40. Base your decision on your
physician's recommendation and
be sure to discuss any remaining
questions or concerns you may
have with your physician.

11.  Myth No. 4: If you have a family history of breast
cancer, you are likely to develop breast cancer,
too.
THE TRUTH
 While women who have a family history of breast cancer are in a higher
risk group, most women who have breast cancer have no family history.
Statistically only about 10% of individuals diagnosed with breast cancer
have a family history of this disease.
 If you have a first degree relative with breast cancer: If you have a
mother, daughter, or sister who developed breast cancer below the
age of 50, you should consider some form of regular diagnostic breast
imaging starting 10 years before the age of your relative’s diagnosis.
 If you have a second degree relative with breast cancer: If you have
had a grandmother or aunt who was diagnosed with breast cancer,
your risk increases slightly, but it is not in the same risk category as those
who have a first degree relative with breast cancer.
 If you have multiple generations diagnosed with breast cancer on the
same side of the family, or if there are several individuals who are first
degree relatives to one another, or several family members diagnosed
under age 50, the probability increases that there is a breast cancer
gene contributing to the cause of this familial history.

12.  Myth No. 5: Breast cancer is contagious.
THE TRUTH
 You cannot catch breast cancer or transfer
it to someone else's body. Breast cancer is
the result of uncontrolled cell growth of
mutated cells that begin to spread into
other tissues within the breast. However, you
can reduce your risk by practicing a
healthy lifestyle, being aware of the risk
factors, and following an early detection
plan so that you will be diagnosed early if
breast cancer were to occur.

13.  Myth No.6: Antiperspirants and
deodorants cause breast cancer.
THE TRUTH
 Researchers are not aware of any
conclusive evidence linking the use of
underarm antiperspirants or deodorants
and the subsequent development of
breast cancer.

14. It is necessary to understand that if there is tumor developed in your
breasts, it doesn’t necessarily mean that you have breast cancer.

15.  Surgery
 Chemotherapy
 Radiation therapy
 Hormonal therapy
 Nutrition & Physical Therapy
It is necessary to choose the right doctor
and also decide whether to opt for standard
treatment or clinical treatment. After therapy
is undertaken, follow – up care is equally
required.

17.  Breast cancer is the MOST COMMON CANCER in women
all over India and accounts for 25% to 31% of all cancers
in women in Indian cities. (Source: PBCR 2009 - 2011)
 We are witnessing an AGE SHIFT, and the average age of
developing breast cancer has shifted from 50 - 70 years
to 30 - 50 years; and cancers in the young tend to be
more aggressive.
 Awareness and understanding of this disease is half the
war won.
 According to GLOBOCAN (WHO), for the year 2012, an
estimated 70218 women died in India due to breast
cancer, more than any other country in the world
(second: China - 47984 deaths and third: US - 43909
deaths ).
 In India, many non oncology medical
professionals (General Surgeons, Gynecologists etc.) tend
to treat breast cancer themselves, there are a lot of
incorrect decisions, unwanted investigations, and
inadequate surgeries, and this directly affects the
outcome and longevity of the patient.

18. According to recent statistics, in case of Urban areas,1 out of
every 28 women suffer from breast cancer. In case of Rural areas,
1 out of every 60 women suffer from breast cancer.

19.  The following pie-charts and bar graphs
depict the results derived from a sample
survey conducted amongst 80 people.
 This will help us in debunking various
myths that people have about breast
cancer and also show the amount of
awareness.

20. 97%
3%
response
yes no

21. 50%
50%
response
yes no

22. 0
5
10
15
20
25
30
genetic env touch deo's radiation caffeine stress
RESPONSES
CAUSES

23. yes
34%
no
66%
responses

24. yes
45%
no
55%
responses

25.  The above question was an open
question. Responses that we received
were based on respondents personal
knowledge.
 Blood clots and lumps formed in the
breast were the prime symptoms stated
by the respondents.

26. yes
52%
no
48%
response

27. yes
20%
no
80%
response

28. yes
21%
no
79%
response

29. 0
5
10
15
20
25
30
newspaper tv banners demonstrations social media doctor relatives
RESPONSE
MODES

30. 0
5
10
15
20
25
30
35
40
45
Balanced Diet Weight Mgmt. Early Detection Less Smoking & Alcohol
RESPONSES
REASONS OF REDUCED RISKS

31. • According to responses received by the
respondents we have found out various
answers which as under:
1. 4-6 months
2. 2-3 years
3. Depends on the cancer seriousness
4. Not curable

32. yes
57%
no
43%
response

33. yes
19%
no
81%
response

34. yes
57%
no
43%
response

35.  It seems that people are aware about breast
cancer but they are moderately aware of its
causes as well as symptoms.
 It is scientifically proven that breast cancer is either
genetic or due to environmental factors.
 Neither the type of bra you wear nor the tightness
of it has any connection to breast cancer risk. It is
just a myth.
 Injuries do not cause breast cancer.
 Early detection helps to prevent breast cancer.
 Blood test helps to detect whether you have
cancerous genes in your DNA or not.
 The sample survey conducted by us concludes
that people have a vague idea about breast
cancer but not many of them practice the habit of
self-test.

36.  Based on the response received through
questionnaires, the most feasible
amongst various modes of
communication were:
1. Television
2. Newspaper Ads
3. Kiosks at Malls (Demonstrations)
4. Social Media

37.  TV Ad can be made for wide-spread
awareness.
 It may be a costly affair but guarantees
wider appeal.

39. Cancer NGO
volunteers can
provide people with
knowledge of
breast-cancer and
ways of self-test via
pamphlets, AV
presentations and
live demonstrations.

40. Social media is the
fastest way to spread
awareness regarding
breast cancer self-
exam. Using platforms
like YouTube to promote
Ads and Facebook and
Twitter to promote links
and pictures, we can
receive a much larger
audience.