“Change the story.” A campaign to change behaviors around breast cancer

Abu Dhabi: “The Gulf”
In conjunction with October, Breast Cancer Awareness Month, in the presence of Matar Al Nuaimi, Director General of the Abu Dhabi Public Health Centre, the Center in conjunction with the Department of Health – Abu Dhabi launched the “Change the Narrative” awareness campaign. It aims to change perceptions, beliefs, discourses and behaviors about breast cancer and promote a culture of periodic screening tests.
The campaign, which is being implemented periodically for a year, aims to bridge the gap between awareness of the disease and taking the necessary steps to overcome the psychological, social and environmental barriers to the target audience through four key axes. Promote a culture of periodic screening for early detection of breast cancer and change society’s outlook to prevent the disease and provide effective methods for its management at all stages, ensuring access and coverage of clinical and radiological examinations of the breast (mammograms). Creating an integrated registry of the disease for eligible groups and promoting the use of latest methods and technologies for diagnosis and treatment of the disease.
Dr Omniat Al Hajri, Executive Director of the Department of Community Health at the Abu Dhabi Public Health Centre, said: “The campaign aims to change the perception of breast cancer in society, by changing the way the disease is described and talked about. All members of society, men and women, need to take the initiative and change the narrative.” “By conducting proactive periodic screenings for early detection and encouraging them to adopt a healthy lifestyle.”
The Abu Dhabi Public Health Center is working with strategic partners in this campaign to increase the scope of implementation of the goals at the health, social and educational levels represented by the Ministry of Education, Education and Knowledge Department. , Department of Community Development, Abu Dhabi Health Services Company “SEHA”, M42 Healthcare Company, and… AstraZeneca and Emirates School Education Foundation to raise awareness about breast cancer and provide best practices for its prevention and treatment.
Sameh Al-Fanjari, Head of the Gulf Cooperation Council Region at AstraZeneca, said: “Despite scientific and medical progress, breast cancer still causes the highest number of deaths among women worldwide each year, and there is a lack of awareness, detection and alternatives. Early diagnosis to reduce the resulting deaths.” This type of cancer. We continue to expand the boundaries of knowledge and understanding of disease and develop pioneering medicines, and we appreciate the important role played by the Department of Health – Abu Dhabi and the Abu Dhabi Public Health Center in this context. Cancer Awareness.”