Q. What makes The Alliance for Breast Cancer Awareness in Women & Men different?

A. We are looking at The Alliance to create awareness in a totally different approach to this horrific disease. The advance marketing communications research that was conducted was not medical in nature, but focused on attitudes and awareness as in public opinion. We know of no one who has done a similar study. Actually, some surprising medical statistics emerged, as a result of the study. (The research itself is relatively new and is from account planning, where the researcher channels the consumer’s viewpoint to the appropriate people during the process of creating communication tools that are more meaningful to the target audience.)

Q. You say different approach? The brand itself is one of the most recognized throughout the world. The pink ribbon focuses on women, and is an instantly recognized logo with a message that needs no explanation, similar to the bull’s eye that immediately says “Target.” So, what are you proposing?

A. Let us answer this with a statement, followed by questions that serve as ideas. What we are looking for is the delivery of a subtle message in women’s marketing tactics that can be as simple, but forceful, as “Remember, breast cancer does not discriminate between genders.” Suppose if men were subtly included, would it help raise more money, bring attention to the fact that they are at risk, and that women would embrace the idea? Suppose more men were diagnosed at earlier stages as part of routine medical examinations. It would save lives. And, suppose the figure isn’t one-half to one percent, as some oncologists have suggested?

Q. But, you’re talking about one percent or less.

A. There are reasons to believe that statistics and avenues of approach don’t support that number. There are members of the medical community who believe if more men were aware of the risk, that they would ask their doctors to routinely examine them on their yearly visit. There are cases where doctors will recognize a lump, explain to the patient it’s probably a cyst, and “we’ll watch it.” Early detection means less chance of metastasizing and finding it in a late stage, which occurs quite often in men, as it’s been ignored.

 

Q. Can you be more specific, and what kind of validation do you have?

A. The most important validation we received were from the women we researched. The vast majority told us that by adding the male factor, we weren’t intruding in their space, agreeing that if it were subtle, it would be welcome by bringing additional awareness to the fore. Two oncologists felt that if men were regularly examined for breast cancer, the one percent could be as high as from 10 to 20 percent. Some oncologists suggested that the number might not change that much, but regular exams would diagnose breast cancer earlier, and save lives. In studies abroad, Zambia, Africa records 15 percent annually, while Tanzania and Egypt each are at six percent. Additionally, Bosom Buddies, a support group for women and men in Tallahassee, FL has partnered with The Alliance in creating awareness.

 

Q. What kind of conclusions did you arrive at?

A. Four that told us there’s work to do that will benefit both sexes: (1) An awareness campaign for males is relevant, and that it should be part of women’s marketing tactics in a subtle way, (2) There are obstacles: The relative obscurity of the disease in males, and uncertain female acceptance into what is perceived as their territory, (3) Doctor’s should take a proactive stance by examining males during annual checkups, and (4) Publicize male breast cancer statistics pointing out the one percent figure may be higher if males self-examine or were regularly checked by their doctors.

 

Q. Specifically, what is it The Alliance will do?

A. The introductory announcement is designed to create a dialogue and ground swell of awareness between the most important people in the target group: females, males, doctors, support groups, foundations and other interested parties. From this will emerge an Ambassador, partners and sponsors. The Alliance will assist any organization that wants to create a marketing thrust for both women and men through integrated marketing communications tactics at cost.

 

Q. What was The Alliance’s beginning?

A. The idea sprung from two Florida State University graduate students in the School of Communication in the College of Communication and Information, who asked their teacher if he was interested in finding out how the public views breast cancer in males. The challenge was accepted by 24 students in an advanced research course called account planning, where the researchers become the voice of the consumer. Focus groups, on-line queries, in-depth interviews and surveys were all part of reaching 600 participants.

 

Q. How can I get additional information about The Alliance?

A. The Alliance has a web site at www.huckleberryfinntomorrow.com that explains in detail what it is, and links you to additional sites on the subject of male breast cancer.