COMMUNICATIONS NEWS: Breast Cancer Care aims campaign at the at-risk over 50s

Breast Cancer Care has launched its first integrated campaign to warn of dangerously low levels of awareness about breast cancer among women over 50.

The charity is launching the '80 over 50' campaign following research conducted jointly with Boots, which found that nearly 80 per cent of women over 50 are not aware that breast cancer is more common in older women. Two thirds of women in the same age group do not realise that the risk of breast cancer increases with age, according to the research.

The campaign features outdoor posters, fronted by actress Honor Blackman, and a postcard campaign urging MPs to support a forthcoming Early Day Motion which aims to urge the Government to review the breast screening programme. Lobbying meetings are being organised with the Department of Health, and 15,000 posters are being put up in GP surgeries, health centres and libraries for Breast Cancer Awareness month in October.

Breast Cancer Care joint chief executive Christine Fogg said: "We are worried this lack of knowledge may delay detection. That's why we are trying new ways to get the message across to older women."

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