Role of Breast Cancer Awareness Advertising Educational Messages in Educating Women to Develop a Precautionary Behavior

Moneeba  Iftikhar; Dr. Fakhra Aziz; Dr. Zahid  Yousaf

doi:10.36902/sjesr-vol2-iss2-2019(66-80)

Moneeba Iftikhar PhD scholar (CMCS), University of Gujrat
Dr. Fakhra Aziz Assistant Professor, Lahore College for Women University, Lahore
Dr. Zahid Yousaf Associate Professor and Chairperson (CMCS), University of Gujrat

DOI: https://doi.org/10.36902/sjesr-vol2-iss2-2019(66-80)

Keywords: Breast Cancer, Educational Messages, Precautionary Behavior, Women

Abstract

Abstract

Breast cancer is a burning female health related issue and constantly increasing the threat for women around the globe. This study intends to analyze the power of an educational intervention in form of educational message on television to educate Pakistani women in order to improve their attitudes in adoption of precautionary behavior. The effects of these educational communication strategies are recorded by using the quantitative survey technique and a close ended questionnaire was distributed among the female respondents. A total of 300 women of Lahore Pakistan aged 20-40 were selected. Breast cancer awareness advertising educational message have been disseminated on television by Shaukat Khannum Cancer Hospital have been watched by respondents every year on television are intended to make women aware about the early diagnosis and the results reveal that these educational campaigns are not significantly educating women to develop a precautionary behavior in order to self-examine or tend them toward precautionary measures. Women are aware of breast cancer issues but still not clear about self-examination and consequences of delay in diagnosis of this fatal disease.