Raising awareness
In our study we identified three main groups of people who preferred different types of messages to raise awareness. We then created some images, which you can see below.
First we identified 'hard hitters'. These people prefer graphic images, shocking messages and we need to shout about the dangers of alcohol. Hard-hitters often had experience of breast cancer themselves, had not known that alcohol was a risk factor, and wanted to spread the message widely.
Secondly, we identified 'storytellers'. They liked to hear about health information by understanding someone’s personal experience. This could be someone who has experienced breast cancer, or someone who has experience of reducing their alcohol consumption. It was emphasised that this should be a ‘normal person’. However, some liked to hear about the experiences of celebrities.
Thirdly, we identified a group of 'doubters'. They were people who are skeptical about raising awareness. They tended to believe that it was too late to change drinking behaviours, they questioned the scientific evidence linking alcohol consumption and breast cancer. They believed that cancer is generally down to luck, and that health campaigns blame people for their cancer.
Not everyone fits neatly into a group of course!
No one is ever to blame for their cancer. We went into the project really aware of the challenge of balancing the need to increase awareness about alcohol and breast cancer - with the need to ensure people do not feel judged about their drinking. This is particularly important as women so often feeling blamed or judged for their behaviours.
