To mark the 30th anniversary of its Pink Ribbon Breast Cancer Campaign, ELC has conducted new research into the lack of representation, education and confidence that surrounds self-checking in under-represented communities

Over the last decade, breast cancer mortality rates have decreased by around a sixth (18%) in the UK, however it continues to be the most commonly diagnosed cancer worldwide with an estimated 2.3 million new cases each year.

Many of us know about the importance of self-checking for better breast cancer prognosis. Even the stats support it – 98% of women will survive for 5 years or more after diagnosis if it is caught at Stage 1.

That said, Estée Lauder Companies’ breast cancer survey found that eight in ten women do not regularly check their breasts for signs of cancer. Shockingly, a third of the 2000 respondents say they never check their boobs. These results highlight the importance of increased education of self-checking and the signs of breast cancer.

The beauty conglomerate’s survey also highlights the disparity that exists between breast cancer awareness and under-represented communities. It found:

• Self-checking rates are lowest amongst South Asian women (63%), women under 40 (69%) and Black women (76%)
• 12% of South Asian and Black women don’t self-check because they feel there is a stigma around acknowledging or speaking of the subject, and 10% are too embarrassed to self-check
• A quarter (24%) of Black women said they don’t regularly self-check due to lack of education from older female relatives
• More than a quarter of women (27%) said they never see anyone who looks like them in awareness campaigns so didn’t think breast cancer could affect them

On these findings Sue Fox, President of The ELC UK & Ireland, says: ‘Our research shows there are still communities that feel under-represented and are not engaged in breast cancer campaigns, so it is more important than ever to increase the visibility of these under-represented groups.’

In an effort to increase education and representation, ELC has appointed four new UK and Ireland ambassadors to help spread awareness amongst under-represented communities on the importance of regular self-checking. Founder of Girl vs. Cancer Lauren Mahon, Founder of Black Women Rising Leanne Pero, Breast Cancer Warrior Kreena Dhiman, and GP Dr Zoe Williams have all conducted focus groups as part of this new research.

Dr Zoe Williams says: ‘I want all women to feel empowered to talk about breast health – it should be part of your self-care routine and there should be no shame as breasts are simply just part of our bodies. It’s not just lumps (that you have to look out for), there are other signs, such as irritation or dimpling of the skin on the breast or flaky skin in the nipple area. If you notice any unusual changes, it’s important to contact your GP as soon as possible.’

In 30 years of its Pink Ribbon Breast Cancer Campaign, Estée Lauder brands including Aveda, Bobbi Brown, La Mer and Jo Malone have raised more than £100 million globally for lifesaving research, education and medical services. £80 million of this has gone towards funding medical research grants through the Breast Cancer Research Foundation (BCRF).

Eight ELC brands have made a pledge to raise funds for a breast cancer-free world with the sale of certain products. The Pink Ribbon products can be found here.

Do you want to find out more about self-checking? Read the NHS guide here.

Image: Estée Lauder Companies.