Evaluating media awareness toward breast cancer awareness campaigns : a case study for the women of Kuwait in 2014

Abstract EN

The increasing numbers of breast cancer cases around the world have led to various efforts to find ways of prevention, treatment, and diagnosis.

Media campaigns have been utilized to spread breast cancer awareness, increase knowledge, change attitudes and behaviors.

In addition to the increasing number of cancer cases, these campaigns are in response to a mixture of cultural factors and fear that hinders the public from confronting breast cancer.

However, previous research has highly focused on measuring the effects of media campaigns rather than people's awareness toward the campaigns.

This research study addresses a different question: how aware are targeted audi- ences to media awareness campaigns? This study attempts to investigate Kuwaiti women's media awareness toward breast cancer awareness campaigns and whether or not age, level of education and media use contribute to the awareness.

On a sample of 500 Kuwaiti women, the study found the sample to be highly unaware of the awareness campaigns.

Different levels of education and media use did not contribute to the awareness.

Only age was found to be significantly related to breast cancer awareness campaigns with older age groups being more aware than the younger.

This low level of awareness suggests ineffective media campaigns and/or personal factors pertaining to Kuwaiti women hindering their awareness toward the campaigns.