ACU PUBH611 Semester 2: Breast Screen Campaign Critique Essay

This essay critically analyzes the Breast Screen Australia campaign, a major initiative focused on early detection of breast cancer. The essay begins by providing background information on breast cancer and the importance of early detection through screening programs. It then details the campaign's strategies, including the use of mammography and the theory of reasoned action to encourage women's participation. The essay examines the campaign's data collection methods, target audience (primarily women aged 50-74), and the various locations and methods used to reach women. A key part of the essay involves an analysis of the program's strengths, such as increased awareness, reduction in breast cancer deaths, and the use of evidence-based practices like mammography. It also highlights the program's weaknesses, including the exclusion of women under 50 from invitation letters, which results in a high number of cases in younger women. The analysis includes statistics on participation rates, detection rates, and the impact of the campaign over time. The essay concludes by evaluating the overall effectiveness of the campaign and its contribution to public health, providing valuable insights into the campaign's successes and areas for improvement.

Running head: BREAST SCREEN CAMPAIGN CRITIQUE 1
Breast screen Campaign Critique.
(Author’s name)
(Institutional Affiliation)

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.

BREAST SCREEN CAMPAIGN CRITIQUE 5
In 2010, Breast Screen Australia identifies around 7,447 new cases of the invasive breast
of women aged 50 and 69 years. This was equitable to 300 new cases per every a hundred
thousand women(Health, 2019). The program has proved that breast cancer incidence has
remained the same for the last years. Breast Screen Australia also provided important data in
2011 which indicated that about 1200 women aged 50 to 69 years died of breast cancer which
was equivalent to preceding years making numbers thus making breast cancer the second most
cause of death cancer in all Australian females(Bech & Australian Institute of Health and
Welfare., 2012) However, when the Breast Screen Australia began in 1991, breast cancer deaths
drop by around 70 deaths per a hundred thousand women per year making the program among
the most successful health campaign in Australia. This health program has also been able to
prove the facts that breast cancer in Aboriginal and Torres Strait Islander is lower than non-
indigenous Australia thus creating a proper target audience(“Breast cancer in men - Cancer
Council Australia,” 2019).
According to the Australian Institute of Health and Welfare, Breast Screen Australia was
able to screen more than 1.4 million women aged 50 to 69 years in the year 2011-2012 leading to
a participation rate of more than 55% of the target group(AIWH, 2015). However, the
participation rate in the indigenous communities was lower covering about 38% of the target
population. In the same year, the program was able to recall 11% of the screen women for further
survives of which 3% of them received more comprehensive arrangements(AIWH, 2015). In
2012, the program also was able to detect about 47% of breast cancer from the screened women
in the first time of screening category and 61% from those attending the subsequent
screens(AIWH, 2015). From the above statistics, the program has been able to prevent many
breast cancer cases over the years.

BREAST SCREEN CAMPAIGN CRITIQUE 6
Program Strengths.
Through Breast Screen Australia, there has been a significant increase in breast cancer
awareness. In 2017, there was around 90% increase of awareness of those screened who had
heard of Brest Screen Australia, breast cancer effects and advantages of prevention(Ingenuity
Research, 2015). The program led to a reduction of breast cancer deaths by 66 when it started in
1991. In 2017, one out of ten of many screened women in Australia were able to recognize the
screening interval to be between two years(Suleiman, 2014). In addition, they also had developed
a frequent screening checkup and thus enhancing early detection and treatment. Other than that,
the program has increased many women intention to have a mammogram as a prevention
strategy. A report by breast Screen Australia in 2017 indicated that around 75% of women in the
country are likely to have a breast screen through a mammogram than any other method. In
addition, the same report showed that the use of online surveys increased awareness by 47% in
women aged 50 to 74 years with a reduced cost(Health, 2019). This demonstrated high
consumers reach across Australia.
The Breast Screen Australia main image has become the most recognized element over
the nation. This program uses Radio spot to spread the camping enabling further reach to women
who are not easily reachable(Ingenuity Research, 2015). There has been also an increase in
positive attitudes in women who had negative attitudes towards breast screening(“Rare Cancers
Australia - Directory - Breast Cancer,” 2016). This has been made possible by the program
surveys which indicated the following negative attitudes in 2015(Ingenuity Research, 2015). A
strong belief that breast screening is scarcely thus the health literacy levels were needed and poor
understanding that breast screening saves lives.

BREAST SCREEN CAMPAIGN CRITIQUE 7
Breast Screen Australia has increased the general belief that breast screening is an
effective method of cancer prevention. In 2015, eight out of ten women aged that breast cancer
screening benefits outweigh the negatives and that regular screening can reduce cancer-related
deaths(Ingenuity Research, 2015). Other than that, most Australian women have also agreed that
the program of high quality and effective. The program has also recognized the Aboriginal and
Torres Strait Islander women by providing relevant and understandable materials(Atalay, 2013).
There has been an increase in breast screening women among the aboriginal group thus reducing
the death incidents.
Breast Screen Australia mammograms are confirmed and diagnosed by two healthcare
professionals. The screening mammography professionals always evaluate and confirm all
screened mammogram for any sign of breast cancer(Health, 2019). This provides quality and
safe care among Australian women. In addition, women who are found with breast cancer
symptoms are offered further investigations and tests. The program also offers educational
support and monitoring thus allowing effective prevention(“Breast cancer in men - Cancer
Council Australia,” 2019). In addition, Breast Screen Australia always gives results within two
weeks thus offering timely treatments. Such strategies have made Breast Screen Australia more
popular and trusted across Australia.
The mammogram process performed by the program takes place in a private room thus
promoting health care ethics and confidentiality. Only the person undergoing the process receive
the results(Bech & Australian Institute of Health and Welfare., 2012). The radiographers taking
the pictures normally takes the shortest time possible to promote comfort. Other than that, all
women are elaborated about the process of which they sign an informed consent before the
processor healthcare professionals involved explain all the risks and benefits involved to allow

BREAST SCREEN CAMPAIGN CRITIQUE 8
transparency(Freer, 2015). Besides, the program is a national initiative controlled by the
common welt hence it has enough resources and trained person ell.
Program Weakness.
Breast Screen Australia target women specifically aged 50 to 74 years who receive
invitation letters for screening(Ingenuity Research, 2015). Although women aged above 40 years
are also eligible, the program does not send the invitation letter and thus they are left to decide
for themselves. According to the Breast Cancer Foundation 2015, about 14, 181 women
diagnosed with breast cancer in Australia, 767 of them were women aged below 40years(About
Breast Cancer in Men What Is Breast Cancer in Men?, 2018). In the same year, 67 women under
the age of 40 died due to breast cancer. The numbers are not insignificant to ignore. The Breast
Screen Australia does not offer free mammogram to this age group and thus the risks are
increased. In addition, Brazil has an incidence rate of 166 women per every 100,000 women
with breast cancer aged 40 to 49. This indicates that the program should provide an invitation for
this age group in Australia to increase more preventive strategies.
The program also provides screening methods that target women only. According to
Breast cancer statistics in Australia, there are 19,371 women and 164 men diagnosed with breast
cancer in 2018(“Male Breast Cancer - National Breast Cancer Foundation,” 2019). The number
in men indicated that males also have an increase in risks for breast cancer over the years.
Therefore, the program should also include methods that can effectively detect cancer in men
within the same age groups as women to avoid bias(“Breast cancer in men - Cancer Council
Australia,” 2019). Other than that, the program only concentrates on a mammogram alone and
avoid other methods of cancer detection. Mamograms increases risks for cancer due to radiation.

BREAST SCREEN CAMPAIGN CRITIQUE 9
Although such risks outweigh the benefits, it is better to use other methods to allow effective
prevention.
Conclusion.
Breast cancer causes many deaths each year globally and thus Australia is not an
exception. Due to this, Breast Screen Australia was developed in 1991 to allow effective
prevention and early detection among women aged 50 to 74 years. In addition, women aged 40
to 49 years are usually eligible though not invited. The program Campaign specializes in early
detection strategies that provide timely access to cancer treatment by minimizing barriers to care
and improving access to effective breast cancer diagnosis using mammogram as the basic
prevention strategy. This program has various strengths including a significant increase in breast
cancer awareness, raised the general belief that breast screening is an effective method of cancer
prevention and use of professionalism within the program. However, the program has several
weaknesses such as it only target women between 50 and 74 years only and gender-selective.

BREAST SCREEN CAMPAIGN CRITIQUE
10
References.
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September 10, 2019, from https://www.aihw.gov.au/reports-data/health-conditions-
disability-deaths/cancer/overview
American Cancer Society. (2017). Breast Cancer Facts & Figures 2017-2018. In Breast
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Atalay, C. (2013). Epigenetics in breast cancer. Experimental Oncology.
https://doi.org/10.1093/carcin/bgp220
Bech, A. G., & Australian Institute of Health and Welfare. (2012). Breast cancer in Australia :
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Breast cancer in men - Cancer Council Australia. (2019). Retrieved September 10, 2019, from
https://www.cancer.org.au/about-cancer/types-of-cancer/breast-cancer/breast-cancer-in-
men.html
Breast Cancer Network Australia. (2014). Current breast cancer statistics in Australia.
Breast Cancer Risk Factors 12. (2019) Retrieved from https://www.bcna.org.au/breast-health-
awareness/risk-factors/
Freer, P. E. (2015). Mammographic Breast Density: Impact on Breast Cancer Risk and
Implications for Screening. RadioGraphics. https://doi.org/10.1148/rg.352140106
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Ingenuity Research, N. (2015). Campaign Evaluation Benchmark BreastScreen Australia.
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Male Breast Cancer - National Breast Cancer Foundation. (2019). Retrieved September 10, 2019,
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Rare Cancers Australia - Directory - Breast Cancer. (2016). Retrieved September 10, 2019, from
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Suleiman, A. (2014). Awareness and attitudes regarding breast cancer and breast self-
examination among female Jordanian students. Journal of Basic and Clinical Pharmacy.
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https://www.who.int/cancer/prevention/diagnosis-screening/breast-cancer/en/