Hospital Communication Campaigns and Breast Cancer Awareness in Lahore

Abstract

Aim of the Study: This research was conducted to assess the effect of breast cancer awareness campaigns in hospitals on increasing awareness among women in Lahore, Pakistan.

Methodology: A Mixed-method research design was adopted in this study. The study sample comprised (n=400) women patients attending five hospitals: Shaukat Khanum Memorial Cancer Hospital & Research Center, INMOL Hospital, Doctors Hospital & Medical Center, Evercare Hospital Lahore, and Cancer Care Hospital & Research Center. Using the HBM framework, the study measured campaign exposure, understanding, affective response, perceived value, and behavioral intention. The statistical tools used include chi-square test, One-Way ANOVA, Spearman correlation, and multiple regression.

Findings: The majority of respondents (64%) were exposed to campaign messages via social media and counseling. Nevertheless, emotional involvement remained low because only 39% felt supported, whereas one-third found the campaign language hard to comprehend. Only 5% feel strongly emotionally attached. While 42% indicated readiness for screening and 45.3% mentioned practicing prevention, there were no differences in campaign effectiveness at hospitals and different education levels using Chi-square and ANOVA tests.

Conclusion: Breast cancer awareness campaigns implemented in hospitals are highly effective in terms of dissemination, but their influence on people's actions is insignificant.