The study explored the role of healthcare organisations in Ras Al Khaimah, United Arab Emirates, in improving women's breast cancer awareness and screening participation in a multi-cultural society. In-depth interviews were conducted with eight representatives from five healthcare organisations involved in breast cancer campaigns in RAK including hospitals, clinics, and universities. The interviews were analysed using thematic analysis. The organisations' campaigns focused on breast cancer awareness, providing free doctor consultations or clinical breast examinations, and where possible, offering free or subsidised screening or health checks. Breast campaigns and free screening were often limited to October, breast cancer awareness month, but breast screening clinics held more frequent awareness campaigns year-round to focus on increasing screening participation. Collaboration between institutions helped strengthen campaigns along with multiple advertising mediums to reach more women. The representatives believed that campaigns have resulted in greater breast cancer awareness and proactive attitudes among women. There were a variety of strategies used in breast cancer campaigns in RAK, and the involvement of nurses and collaboration between organisations can help strengthen breast cancer campaigns.
Keywords: Breast cancer; Early diagnosis; Health promotion; Screening; United Arab Emirates; Women’s Health Services.
© 2020. American Association for Cancer Education.