New campaign highlights early detection of breast cancer in women over 65
A new campaign by Swiss pharmaceutical company Novartis and non-profit Pink Ribbon aims to raise awareness of breast cancer in women over 65. The Wander Boobs campaign emphasises the importance of early detection at that age, which can significantly affect health outcomes and prognoses.
Breast cancer remains the most common cancer among women in Belgium. In 2023, the Belgian Cancer Registry recorded more than 11,600 new diagnoses. While screening is offered up to age 69, nearly one in three breast cancer patients is 70 or older.
According to Pink Ribbon, many women mistakenly believe their risk declines after 70, as official screening targets those between 50 and 69. Yet breast awareness and self-checks remain crucial, the campaign says.
To support this message, the campaign features two "hyper-realistic" breast models demonstrating eight of the most important signs of breast cancer. These educational models will be used by hospitals, health institutions and other organisations to encourage older women to stay vigilant about their breast health.
"Awareness of changes, knowing the warning signs, and regular self-checks can make a real difference"
“When breast cancer is detected at a later stage in women over 70, it often has a far greater impact on their health and prognosis than in younger women,” says Dr Evandro de Azambuja of the Jules Bordet Institute, president of the Belgian Society for Medical Oncology.
But women under 70 should stay vigilant as well. A 2022 Pink Ribbon study found that six in 10 women rarely or never examine their breasts in the mirror, while a quarter of Belgian women are not very alert to warning signs, increasing the risk of late diagnosis.
“Early detection remains vital," De Azambuja says. "Awareness of changes, knowing the warning signs, and regular self-checks can make a real difference.”
© BELGA PHOTO HATIM KAGAT
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