Pinktober

Pakistan faces a multitude of health challenges, but one of the most alarming crises is the growing prevalence of breast cancer. According to Shaukat Khanum Memorial Cancer Hospital, one in nine women in Pakistan is at risk of developing this disease. The hospital’s findings further reveal that 46 per cent of all cancers diagnosed in women since 1994 have been breast cancer cases. Despite numerous efforts from both the public and private sectors to raise awareness and encourage early diagnosis, Pakistan still grapples with an increasing number of breast cancer cases. A study published by the Journal of the College of Physicians and Surgeons Pakistan also underscores the gravity of the situation, noting that 38.8 per cent of all cancers diagnosed in women are breast cancer. These numbers beg the question: why are we not seeing a reduction in cases despite awareness campaigns, including the annual observance of Breast Cancer Awareness Month – every October?

The answer lies in a combination of factors: limited outreach, misinformation, and social taboos. Many women remain unaware of the importance of regular screenings or are hesitant to seek medical help. While the government has taken steps to increase awareness, such as mobile phone-based messaging, this approach has failed to yield significant results. In a society where most people rely on internet apps for communication, these efforts often go unnoticed. What Pakistan needs is a more targeted approach. Collaboration with the private sector can amplify the reach of breast cancer awareness campaigns. Data analytics can play a crucial role here, helping identify key businesses and services frequented by women, and using those touchpoints to raise awareness. Incentivising women, especially those over 40, to undergo regular mammograms through discounts or subsidised testing would also go a long way in increasing early detection rates.

But awareness alone is not enough. The country’s deeply ingrained patriarchal structures often leave women’s health issues on the back burner. Authorities must work to empower women to take charge of their health, urging them to prioritise regular screenings and adopt healthier lifestyles. Regular exercise, a balanced diet, and active living can greatly reduce the risk of breast cancer. Moreover, combating misinformation is essential. Social media is rife with quacks and self-proclaimed experts spreading dangerous myths about breast cancer. The government needs to crack down on these individuals, imposing heavy fines on those found guilty of misleading the public. Pakistan cannot afford to lose more lives to a disease that is both preventable and treatable. Women must be encouraged to report unusual symptoms, seek medical help, and participate in regular screenings. The collective efforts of the government, healthcare providers, and society can turn the tide against breast cancer.