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Review article Health promotion and the components of social marketing in the function of early diagnosis of breast cancer Tatjana Kilibarda (1), Šćepan Sinanović (2), Saša Bubanj (3), Sanja Trgovčević (1), Sunčica Ivanović (1), Suzana Milutinović (1) (1) THE ACADEMY OF APPLIED PRESCHOOL TEACHING AND HEALTH STUDIES KRUŠEVAC – DEPARTMENT IN ĆUPRIJA, ĆUPRIJA, SERBIA; (2) COLLEGE FOR HEALTH STUDIES “MILUTIN MILANKOVIĆ, BELGRADE, SERBIA; (3) FACULTY OF SPORT AND PHYSICAL EDUCATION IN NIŠ |
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| Download in pdf format | Abstract:
Implementation of social marketing within healthcare is to preserve
and improve health and early diagnosis of disease. The aims of this
work are the analysis of two campaigns for breast cancer prevention
in Serbia and review of key experiences from them. All advantages
and disadvantages of two campaigns, ran by AVON and the Ministry of
Health of the Republic of Serbia from 2014 to 2020, are taken into
consideration, as well as the ways for further research within
social marketing focused on primary prevention and early diagnosis
of breast cancer. The advantages of the previously mentioned
campaigns are: target groups stratification according their
characteristics and traits and determination of specific strategies
of social marketing for every stratum (e.g. urban or rural
environment), as well as targeting not only specific target group,
women, but the support group as well (family, relatives, friends).
The disadvanages of the campaigns are: vague activities,
non-sustainable continuity of social marketing activities,
insufficient dedication to innovation of the campaigns to upcoming
generations. Key words: social marketing, health promotion, breast cancer |
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INTRODUCTION Various studies have shown that knowledge and women’s
awareness on breast cancer as well as risk factors are at low level
in low and lower-middle income countries [1,2,3]. Social marketing
is commonly used in public health interventions to promote cancer
screening and early diagnosis, because it can rapidly deliver
targeted public health messages and interventions to large numbers
of people. The main goal of the campaigns is the diagnosis of breast
cancer at the early stages within a larger percentage of women than
it is the case nowadays and thus provide: the reduction of breast
cancer mortality rate in the Republic of Serbia, the reduction of
invalidity and the improvement of breast cancer patient's quality of
life. The evidence indicates that public health social marketing
campaigns conducted through mainstream media can have a direct and
positive effect on behaviour [4,5], but the adoption of a
comprehensive approach, such as concurrent availability of required
services and products, availability of community-based programmes,
and policies that support behaviour change, contributes to positive
outcomes [4]. METHODS Case study review is related to the campaigns run by AVON and the
Ministry of Health of the Republic of Serbia with the aim of raising
awareness and knowledge of women about the importance of early
breast cancer screening. The campaigns were launched in 2014, and so
far, they have lasted at different intensity levels . During that
period of time, various educational workshops, promotional
activities and preventive clinical examinations for early diagnosis
of breast cancer in women have been done. Data sources are: AVON
action plans and action plans realization reports, available reports
of the Ministry of Health of the Republic of Serbia on
implementation of early diagnosis of breast cancer from 2014 to
2020, educational material coming from participants involved in
early diagnosis of breast cancer detection programme organized by
the Institute of Public Health of Serbia “Dr Milan Jovanovic Batut”.
Information about the objective of the campaign and the tactics used
was extracted from each case study. Two campaigns are analyzed using the following parameters: objectives, tactics and experiences (Table 1.). Тable 1. Summary of two campaigns of social marketing conducted by AVON and the Ministry of Health of the Republic of Serbia [9,10,11,12,13]
Both campaigns delivered clear actionable health messages. The techniques for the change of behaviour such as providing social support and putting an emphasis on breast cancer consequences in order to engage the users, have been used. But it is not known whether the system for tracking the campaigns’ success, their visibility and the problems in the user’s behaviour, is developed or not. DISCUSSION It is very important to find an effective, affordable,
cost-effective, culturally-acceptable and sustainable way for early
diagnosing of breast cancer. Breast cancer campaigns must offer
evidence-based information that does not fuel fear or offer empty
promises in the attempt to sell “pink” or other products. Both
campaigns explained to the users that the problem exists, that there
is practical life solution and possibilities for its implementation,
as well as clear, simple and feasible guidelines. Also, the target
group has been exposed to strategies which allow putting themselves
in a favourable future position with more satisfaction, health,
security and attraction. The continuing visible support of relevant
institutions and community, the continual education of healthcare
professionals for early diagnosing of breast cancer and network
support development is not emphasized enough. But the most important
drawbacks of the campaigns are the lack of figuring out some new
communicational messages as well as making the existing ones
stronger, which could offer feedback to people on the success of
their efforts and the required further steps, and the lack of
evaluation. Also, neither the campaigns nor the programme provided
the education about a limited set of risk factors and action can be
taken in ways that may reduce risk for breast cancer for many women:
avoiding unnecessary medical radiation throughout life, avoiding the
use of some forms of postmenopausal hormone therapy, avoiding
smoking, limiting alcohol consumption, increasing physical activity,
and minimizing weight gain. Breast cancer awareness program should
be directed to include risk reduction strategies, as well as the
public through media campaigns, family doctors and general
practitioners, obstetrics and gynecology specialist and nurses [14].
Also, it should be promoted to all adult age groups, which will
allow a cross-exposure among social and family networks [14], аs
well as to pupils in secondary school through inclusion of breast
cancer prevention strategies into the regular academic curriculum
[15]. The very important key for promoting awareness is to include
women in the planning process in order to achieve a more culturally
specific and linguistic approach [6]. CONCLUSIONS Health promotion through community development is a complex
process. It is necessary to take into account that individuals are
not passive recipients of public health interventions and highlight
the issues of social determinants of health. Priority areas for
improvement in breast cancer awareness programs are: to sustain
long-term breast cancer prevention practices among target groups
including pupils in secondary schools, concerned organizations
should establish an assessment or an evaluation system that sholud
be integrated in the program in order to reinforce engagement and
repeating education interventions. REFERENCES:
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