Breast cancer is the second leading cause of cancer-related deaths among women.1 However, with regular screening, women are more likely to detect breast cancer early and get cured.2 What's Your Reason? is a campaign with specific and unique, culturally sensitive reasons to boost the importance of breast cancer screening. Designed for different cultures and translated into different languages (such as Spanish and Creole), these resources encourage screening candidates to get a mammogram by:
- Challenging women to reflect on their priorities in a way that speaks to them, whether culturally or in their language
- Challenging perceptions about breast cancer risks, the benefits of screening, and why it is important to them in a way they can relate to
- Decreasing barriers to screening by addressing personal and cultural hesitancies for patients, providers, and health systems
- Driving women to action by speaking in their terms and helping them to schedule a mammogram
Patient Resources for Download
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DOWNLOAD THE JOURNAL ARTICLE
Genentech collaborated with an integrated health system to develop and test the What's Your Reason? initiative. Breast cancer screening rates improved by ~11% over 3 months in this pilot study. -
NEW RESOURCES FOR HISPANIC WOMEN
All What’s Your Reason? tools are available with culturally sensitive messaging, specifically developed to address the needs and barriers to screening among the Hispanic population. Versions for the Hispanic population are available in both English and Spanish. The postcard is available in single-language and dual-language versions.
A few of the resources (brochure, postcard, tent card) can be customized for the addition of a provider's phone number or a provider's phone number and logo.
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IMPLEMENTATION RESOURCES
Download the What's Your Reason? program guide to help maximize your health system's breast cancer screening efforts. This guide describes implementation considerations, best practices, possible process workflows for providers, and all available marketing tools in the What's Your Reason? campaign. -
CORE RESOURCES FOR PATIENTS
This download package includes tools that are intended to be sent to eligible screening candidates and are offered in multiple cultural and language translations to appeal to specific populations.
These following tools can be customized with provider phone numbers and provider logos (if desired):
- Self-mailer brochure
- Postcard
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CORE RESOURCES FOR PROVIDERS
This download package includes tools that are intended to be used at the provider office or health system to help healthcare professionals engage with patients and raise awareness about the importance of breast cancer screening. Resources include:
- Provider Navigation Script (with options for specific messaging to White, Hispanic, or Black patients)
- Tent card (for different populations, with provider phone number to be added and, in some versions, a provider logo)
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Complete and submit a form electronically.
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American Cancer Society. American Cancer Society recommendations for the early detection of breast cancer. https://www.cancer.org/cancer/breast-cancer/screening-tests-and-early-detection/american-cancer-society-recommendations-for-the-early-detection-of-breast-cancer.html. Accessed June 23, 2021.
American Cancer Society. American Cancer Society recommendations for the early detection of breast cancer. https://www.cancer.org/cancer/breast-cancer/screening-tests-and-early-detection/american-cancer-society-recommendations-for-the-early-detection-of-breast-cancer.html. Accessed June 23, 2021.
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American Cancer Society. Cancer Facts & Figures 2021. https://www.cancer.org/content/dam/cancer-org/research/cancer-facts-and-statistics/annual-cancer-facts-and-figures/2021/cancer-facts-and-figures-2021.pdf. Accessed September 13, 2021.
American Cancer Society. Cancer Facts & Figures 2021. https://www.cancer.org/content/dam/cancer-org/research/cancer-facts-and-statistics/annual-cancer-facts-and-figures/2021/cancer-facts-and-figures-2021.pdf. Accessed September 13, 2021.
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