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(Reference retrieved automatically from SciELO through information on FAPESP grant and its corresponding number as mentioned in the publication by the authors.)

Pink October and mammograms: when health communication misses the target

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Oswaldo Santos Baquero ; Elizabeth Angélica Salinas Rebolledo [2] ; Adeylson Guimarães Ribeiro [3] ; Patricia Marques Moralejo Bermudi [4] ; Alessandra Cristina Guedes Pellini ; Marcelo Antunes Failla [6] ; Breno Souza de Aguiar ; Carmen Simone Grilo Diniz [8] ; Francisco Chiaravalloti Neto [9]
Total Authors: 9
Document type: Journal article
Source: Cadernos de Saúde Pública; v. 37, n. 11 2021-11-22.

Breast cancer is the most frequently diagnosed type of cancer and is the leading cause of death from cancer in the female population. Screening mammograms and early treatment are the most frequently used means to attempt to reduce this mortality and are promoted during Pink October, an annual awareness-raising campaign. However, recent studies have correlated the increase in screening with higher morbidity and mortality, due to overdiagnosis and overtreatment. The current study assessed searches related to breast cancer and mammogram in Google Trends from 2004 to 2019 in terms of trend, seasonality, and distribution in Brazilian states. The study also evaluatedH the correlation between the number of searches in Google Trends and the number of screening mammograms. The two series showed a seasonal pattern with peaks in October, and there was an excess in tests performed outside the recommended age bracket. Pink October transmitted and popularized health information and induced behaviors related to this information, which are three desirable aspects in health communication and education. However, the campaign also generated an excess in screening mammograms and did not encourage autonomy and free and informed consent. Pink October revealed both the potential of mass communication in health and the need for messages to be aligned with the best available scientific evidence. (AU)

FAPESP's process: 17/25625-4 - Spatial and space-time analysis of deaths due to breast and cervical cancer and distribution of the screening of these neoplasms, in the Municipality of São Paulo, from 2000 to 2016
Grantee:Patricia Marques Moralejo Bermudi
Support Opportunities: Scholarships in Brazil - Master
FAPESP's process: 18/22100-0 - Malignant neoplasms of the 18 cities of Barretos Regional Health District (RhD), Sao Paulo, Brazil: the importance of a population-based cancer registry
Grantee:Adeylson Guimarães Ribeiro
Support Opportunities: Scholarships in Brazil - Post-Doctoral