CHICAGO-Ten years ago, breast cancer was a subject women did not
often read about in magazines or see on TV. Races had not yet
been run, and a pink ribbon was still just a pink ribbon. Then
in 1985, three organizations created what was then called Breast
Cancer Awareness Week, and the public's demand for information
about breast cancer was first recognized.
This ground swell of interest was the impetus for Zeneca Inc.
to enlist the support of the American Academy of Family Physicians
and Cancer Care, Inc. to create the effort that has since grown
to become the nation's largest and most comprehensive breast cancer
awareness campaign-National Breast Cancer Awareness Month (NBCAM),
celebrated each October.
Currently sponsored by 17 of the nation's most prestigious medical,
professional, and governmental organizations, NBCAM has been credited
with mobilizing breast cancer education nationwide and making
the issue a priority at the workplace, within communities, and
in Congress. Activities for this month's campaign include:
1. National Mammography Day (October 19), which encourages women
to receive, sign up for, or make a commitment to get a screening
mammogram during October (see list for toll-free numbers to help
patients find an accredited radiologists during October).
2. Profiles in Progress (PIP) Awards Dinner, to honor members
of the media and corporate or civic entities that have shown an
outstanding commitment to breast cancer awareness or have implemented
innovative awareness programs at the workplace or in the community.
3. NBCAM Promotion Kit, produced by Zeneca Inc., provides step-by-step
instructions and materials on how to promote NBCAM on the community
4. Exhibit program, created by Zeneca for use by businesses at
trade shows, health fairs, and industry gatherings.
To promote worksite screening, Zeneca has also distributed a videotape
to the CEOs of the nation's largest employers describing the benefits
it has seen since establishing its program.