Less than 50 per cent of women check their breasts regularly, even though the chances of surviving breast cancer are significantly increased by early diagnosis. Research told Breakthrough Breast Cancer that women want more practical information on what to check for and also a gentle nudge to remind them to check regularly.
The charity identified iPhone as the strongest mobile platform for its target audience.
It developed an innovative free iPhone application called iBreastcheck to help women spot potential breast cancer issues promptly. The app helps women to understand the risks and provides timely reminders to encourage regular checking and, ultimately, increase their chances of survival should they find something.
It was aiming for at least 10,000 downloads but has exceeded its expectations - the app had been downloaded by more than 15,000 people by January 2010.
The app gives the charity highly cost-effective distribution of rich content and highly practical services. Cost per download is currently £1.33, but falling as more people sign up.
Metrica independently measured print coverage at 66 million opportunities to view and a PR value of £2.6m. A single tweet from DJ Sara Cox saw a flurry of activity followed by another 500 downloads.
The app has achieved a five-star rating on iTunes and Lorraine Kelly ran a story about it on her ITV show.
"Our innovative and cost-effective iPhone app is helping more women to be breast aware and is potentially helping
to save lives," said David Barker, director of communications at Breakthrough Breast Cancer.