Messages of hope - Health communication strategies that address barriers preventing black women from screening for breast cancer

Despite the fact that mammography is a valuable tool for early detection of breast cancer, research shows that most Black women do not undergo mammography. To better understand why Black women do not utilize regular mammography screenings, the author interviewed 92 Black women ranging in age from 20 to 77 to determine what effect their attitudes and perceptions of breast cancer have on their underutilization of and experience with mammograms. Data obtained revealed that Black women in this study hold negative attitudes and perceptions that involve images of death, feelings of fear, and concerns about unrealistic physical impairments that result from breast cancer. Results of the study are discussed along with the implications for using advertising and public relations campaigns to address the factors that influence Black women to utilize mammograms and engage in regular breast cancer screenings.