Breast Cancer Awareness Campaign for Latinas

Susan G. Komen for the Cure, the world’s leading breast cancer organization, launched Wednesday a major new outreach to improve cancer screening, education and outreach in the Latina community, where breast cancer is the leading cause of cancer death.

Telenovela actress Angélica María, and her daughter, actress-singer Angélica Vale, are among the Latina celebrities helping to launch Komen’s Lazos que Perduran (Bonds that Last) outreach in October.

Lazos emphasizes screening, education and support programs to stem breast cancer deaths in women in the nation’s fastest-growing population group. More than 14,000 of the estimated 200,000 cases of breast cancer expected in the U.S. this year will occur in Latinas; more than 2,200 women of Latin origin will die.

Also, new findings published in Nutrition and Cancer report suggest that consuming walnuts slowed both the development and growth of breast cancer tumors in mice. 

Considering one in eight women in the United States will develop invasive breast cancer in the course of their life, these findings are extremely important and provide deeper insight into choices we can make in our lives to help fight cancer and other chronic diseases. (Read: Can Walnuts Reduce the Risk for Breast Cancer?)

Recently, Kohl’s Department Stores also presented the 13th Annual Susan G. Komen Southeast Wisconsin Race for the Cure. (Read: Kohl’s Supports the Fight Against Breast Cancer)

Angélica María, one of Mexico’s most well-known telenovela personalities, is a breast cancer survivor. Her daughter appeared with her in many performances and was a great support during her cancer diagnosis and treatment.

“We’re very pleased that these well-known celebrities are getting behind this outreach effort to Latinas,” said Elizabeth Thompson, president of Susan G. Komen. “We’re very concerned that many Latinas in the U.S. tend to be diagnosed at later stages of breast cancer, when the disease is often more difficult to treat and outcomes tend to be much poorer. Early detection can literally be the difference between life and death for so many Latinas in the U.S.”

The bilingual campaign targets Latinas 20-39 years old, the next generation of Latinas facing breast cancer.

Developed by Bromley, Lazos que Perduran includes multiple media and touch points, including TV and print public service announcements, digital engagement including, media partnerships and alliances with national non-profits and women’s organizations on both a national and local level.

The initiative augments Komen’s existing programs geared to the Hispanic community, including more than $83 million to community programs and scientific research benefiting Latinas for the past two years.

The research includes $8 million in research grants to understand genetics, societal and other issues affecting breast cancer incidence and mortality in Latinas.

RMN News

Rakesh Raman