Awareness around breast cancer may have improved over time but in Asia there’s still some way to go according to a new study
If you are reading this article, chances are that you know at least one person who has had breast cancer, if not more. While lung cancer used to be the most prevalent cancer, breast cancer has surpassed it to become the most commonly diagnosed cancer worldwide. Although awareness of the disease has increased over the years, a recent study commissioned by Estée Lauder Companies (ELC) in partnership with Nielsen has shown there’s a long way to go, particularly in Asia.
A pioneer in the field, The Estée Lauder Companies Charitable Foundation (ELCCF) and the company’s Breast Cancer Campaign have funded more than $118 million for global research, education and medical services related to breast cancer since the early ‘90s. The cosmetics company’s recent Asia Pacific study marks the brand’s 30th anniversary of its Breast Cancer Campaign.
“Back in 1992, breast cancer wasn't spoken about so openly and knowledge of the disease was limited, but Evelyn Lauder [Estée Lauder’s daughter-in-law] wanted to change that,” says Margaret Chooi, managing director, Singapore affiliate, Estée Lauder Companies. Lauder was extremely passionate about the cause and began the company’s breast cancer campaign. She also co-created the pink ribbon—with Alexandra Penney, then editor of SELF magazine—which has now become an international symbol for the fight against disease. “She went on to inspire a global movement in the mission to create a breast cancer-free world,” says Chooi, who gives the example of the company’s annual tradition of illuminating iconic buildings and monuments worldwide in a shocking pink each October to raise awareness about breast cancer.
Increasing knowledge about breast cancer is at the core of ELC’s mission and is the impetus behind projects such as the recent research, which was conducted in September. The study surveyed 6,000 women aged 25 to 49 across 12 markets in Asia Pacific including Australia, Indonesia, Japan, Hong Kong, Malaysia, Philippines and Singapore to better understand attitudes, misconceptions and ideas about breast cancer in the region. One of the main aims of the research was to gain information to help direct future funding efforts and to share information with partner NGOs.
Among the most surprising statistics was that as many as 55 percent of women in Indonesia discovered that they had breast cancer by chance. In Singapore the percentage was also high at 40 percent. “This tells us that there is definitely a lot more room for improvement by encouraging women to do regular self-checks or to go for mammograms,” says Chooi, who also noticed a lack of knowledge regarding prevention. “I think a lot of the women that were surveyed consider themselves to be well informed but yet, when you look at it, less than 30 percent associate [increased] risk of breast cancer with drinking and smoking,” she says.
