Breast Screen Campaign Critique

Running head: BREAST SCREEN CAMPAIGN CRITIQUE 1
Breast screen Campaign Critique.
(Author’s name)
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BREAST SCREEN CAMPAIGN CRITIQUE 2
Introduction
According to the World Health Organization(WHO) 2018, breast cancer is among the
most common cancer affecting over two million women every year globally. Breast cancer
causes a good deal of noncommunicable diseases deaths (“WHO | Breast cancer,” 2018). There
were around 627,000 breast cancer-related deaths in women 2018 accounting for around 15% of
all cancers among females. Breast cancer is more prominent in developed regions other than
undeveloped countries thus creating global awareness and increase in disease burden(“WHO |
Breast cancer,” 2018). Therefore, in order to reduce and improve health outcomes in women,
breast cancer early detection and treatment is crucial.
Primarily, there are two strategies that can be used to detect breast cancer which include
screening and early diagnosis (American Cancer Society, 2017). It is crucial to develop proper
health care systems that have enough resources required for early detection programs and
campaigns that specialize in awareness and screening. Breast Screen Australia Campaign
specialize in early detection strategies that provide treatments on time though reduction of health
care barriers and increasing effective access to early diagnosis (Breast Cancer Risk Factors 12,
n.d.). The major goal of breast screen Australia campaign is to increase the percentage of timely
breast cancer identified per year, allow effective breast cancer treatment and reduce risks of
deaths from breast cancer(WHO, 2013).
One of the major strategy used by Brest Screen Australia Campaign includes screening.
Breast screening involves testing women to identify cancer signs before any symptoms appear.
Interventions such as mammography, breast self-exams, and clinical breast exams are usually
used during screening(Breast Cancer Network Australia, 2014). Mammography usually involves
the use of low energy X-rays to identify any abnormalities in the breast. According to WHO,

BREAST SCREEN CAMPAIGN CRITIQUE 3
Mammography reduces breast cancer deaths by approximately 20% globally. Clinical breast
exams consist of breast examination in a clinical setup done by a professional(AIWH, 2015). On
the other hand, self-breast exam involves creating awareness and training women on the effective
methods that can be used to detect any breast abnormality at home. This program is usually
funded jointly by the commonwealth, national and state governments(AIWH, 2015). The overall
policies for the program are provided by the commonwealth of which they are delivered to the
national and regional governments .Breast Screen Australia program majorly uses the
mammography method to detect breast cancer among women only.
The Theory of Reasoned Actions
The theory of reasoned actions is closely related to the theory of planned behavior which
suggest that people behaviors are usually determined by their intentions to perform the
behavior(Rural Health, 2019). Such intentional behaviors are predicted by peoples attitudes and
actions or norms subjected regarding the behavior(Rural Health, 2019). This theory also insist
that the subjective norms are normally as a result of environmental and social surroundings that
various individuals perceive about certain behaviors(Rural Health, 2019). Therefore, if people
are subjected to positive attitudes they are likely to increase intentions of governing their
behaviors.,(Rural Health, 2019) Breast Screen Australia utilized the theory of reasoned actions to
promote and encourage positive attitudes and intentions in women above 50 years towards
mammography and other breast cancer prevention strategies.
Data Collection Methods and Methodologies of the Campaign
Breast Screen Australia normally collect data using clustered groups. This program
primarily targets all Australian women aged between 50 to 74 years for a free two-yearly
mammogram. Other women aged between 40 and 49 years are also eligible for the program but

BREAST SCREEN CAMPAIGN CRITIQUE 4
are not invited(“Rare Cancers Australia - Directory - Breast Cancer,” 2016). However, the major
primary target audience includes women aged 65 to 74 years. All women within the age group
70 to 74 years are usually invited but as part of the extended program(Bech & Australian
Institute of Health and Welfare., 2012). During the campaign periods, women aged 65 to 69
years are usually moved to aged group 70 to 74 years cohort as part of the extended
program(Breast Cancer Network Australia, 2014). The Campaign usually targets the secondary
audience of women aged between 50 and 64 years who are usually invited to be screened as part
of the program.
There is about 600 location in Australia that the program provides free services(“Rare
Cancers Australia - Directory - Breast Cancer,” 2016). The program has also provided policies
for women who interstate or have not received the screening services in order to increase more
coverage. To reach access to women, the program uses the 600 locations, relocatable screening
services, community buses and mobile screening van. Women who seek to make appointments
for breast screening services have been provided with contacts either at national or local eves for
booking. The program provides patient education before the mammogram in order to promote
transparency(Bech & Australian Institute of Health and Welfare., 2012). In addition, all related
risks are taught during the services. This campaign also has an online brochure and posters that
list all risks and symptoms for breast cancer. Such risks include a new lump on breast, changes in
breast size and shape, changes that may appear on nipple including crusting, redness, discharge
that occur when the nipples squeezed, breaststroke change and pain that does not go away(“Rare
Cancers Australia - Directory - Breast Cancer,” 2016). Using such strategies, the program has
been able to reach millions of Australian women.
Analysis of the Program.