MEDIA EXPOSURE

1
MEDIA EXPOSURE

• Amount of reading and viewing breast cancer
  stories by women

2
BC stories seen per year

• 9 TV public service spots
• 8 magazine stories
• 8 TV newscast stories
• 7 Newspaper news/feature items
• 4 TV content in talk shows/dramas
• 90 have seen stories
• 20 have searched internet for BC

3
Average number of messages per year
4
Highly Credible BC Sources (0-10 scale)

• 10 American Cancer Society
• 9 Federal agencies
• 9 Medical centers
• 9 Komen Foundation
• 8 Universities

5
Less Credible BC Sources

• 6 TV newscasts
• 6 Newsmagazines
• 5 Health websites
• 3 Pharmaceutical firms

6
Womens BC Beliefs

• 75 BC overestimate odds
• 70 Perceive high-risk subgroups
• 25 BC leading cause of death
• 70 Rate of BC increasing
• 90 Survivor rates increasing
• 40 Concerned about contaminants

7
BC Risk Factors (0-10 scale)

• 9 Smoking cigarettes
• 9 Genetics / Family history
• 7 HRT
• 7 Secondhand smoke
• 6 High-fat foods in childhood
• 6 Obesity in childhood
• 4 Chemicals / Pesticides