Think Pink - Jordan Breast Cancer Program (JBCP) Community Mobilization Initiative

Abstract

Background: Breast cancer consists 20.8% of all cancers, and 39% of females cancers in Jordan. Due to increasing prevalence; the Jordanian Breast Cancer Program (JBCP) was founded in 2007, to orchestrate national efforts and increase awareness on breast cancer screening and early detection. Several approaches have been taken, such as conducting home-visits, awareness lectures, campaigns, etc. The JBCP adopted the social responsibility as a robust tool for spreading awareness, which would allow the individuals to participate in raising awareness via different methods according to their capabilities, and embedding accountability in the community. In 2015, JBCP handled the responsibility in creating and leading for the first time the 'Think Pink Initiative' during October. Aim: The objective for; both public and private, is to build social responsibilities toward breast cancer cause and take actions to participate in educating their communities. Many private and public foundations, schools, universities, NGOs and ministries took part in this initiative transforming it in to a movement. The initiative is a new way to emphasize the importance of advocates and to encourage all institutions to support their employees by facilitating the early detection methods of breast cancer. It reflected JBCP's infiltration among Jordanian's community and the level of awareness reached all through the kingdom. Methods: Myriad of activities were steered under this initiative that initiated with aid of different departments in King Hussein Cancer Foundation by recruiting all sectors such as ministries, NGOs, schools, companies, and survivors. Tailored awareness was done by setting brainstorming meetings for the exchange of ideas for the events where the JBCP provided support for the events. In addition, awareness was complemented by providing free clinical breast exam for women above 20. Moreover, the social media portal of JBCP was also used to spread awareness. Results: Since the birth of initiative, a total of 404 events were done for the initiative in October. Initially, only 50 events done by the community compared with the following year, there was 152% increase where 126 events were done. In 2017, an 80% increase was observed where 230 events done signifying the viral effect of the initiative. Additionally, the message of the importance of breast cancer early detection and screening was successfully spread by the community itself to 50,620 members in only one month. As a result of the fund-raised money, 2,043 women were screened for breast cancer. Conclusion: Raising awareness among the community on breast cancer screening and early detection is a vital feat to initiate the cycle of decreasing the mortality and morbidity rate. The initiative planted the seed of responsibility for spreading awareness and transformed the concept into actions at all community levels. JBCP's dedications are to maintain the fight against breast cancer and save the lives of Jordanian women.