39% of Leinster women not aware of monthly self-check recommendations

Aviva Health Insurance Ireland Limited and Breast Cancer Ireland recently launched the 'Be Breast Aware: Have a Feel Day' campaign to urge young Westmeath women in their 20s and 30s to be breast aware and check their breasts regularly to know what's normal for them. Breast cancer, which accounts for approximately one-third of all female cancers, has a somewhat younger profile than other cancer types. Therefore, early detection is the key to survival. Yet new research shows that over one third (39%) of Leinster women (including those living in Westmeath) are not aware of monthly self-check recommendations, while almost a third (32%) admitted they never perform a check or only do so once a year. The majority (95%) of Leinster women believe that checking your breasts can lead to early diagnosis of breast cancer but worryingly only half (52%) actually conduct a breast check every month. This is a real concern given that research shows most breast cancers (81.9%) are found randomly by women themselves. The 'Be Breast Aware: Have a Feel Day' campaign will dedicate tomorrow, Thursday, October 20, to remind young women to conduct a breast self-exam. To encourage 'feels' on the day, Aviva's free health and fitness app, Health Mate, will go pink and offer a handy but discreet monthly breast check reminder on their phone, so that women are encouraged to check themselves long after Breast Cancer Awareness Month is over. Health Mate is available now on iTunes or the Android Market. Young breast cancer survivor and mother, Nicola Turley originally from Galway said: "I never expected to get breast cancer at the age of 33, just one year after giving birth to my first child. To me, breast cancer was a disease for older women, not someone like me. But after being diagnosed, I realised that every woman is at risk and needs to know what to look out for so you can spot changes and act immediately. Education and action are key and I would urge young women to view our breast check video, complete the simple steps and spread the word. Dedicate a day every month to check your breasts for any abnormalities starting on October 20 and, if you notice anything different at all, visit your GP immediately - finding my lump early saved my life." "Our research shows that the majority of women (87%) believe a specific 'day' should be dedicated to remind them to check their breasts during Breast Cancer Awareness Month," said Dr Naoimh Kenny, GP on Aviva's Medical Council. "Breast cancer is the most common cancer diagnosed in women and this campaign aims to give young women the confidence to check their breasts using our tips and clever, discreet Smartphone reminders. Early detection is the key to survival and we want women to get into the habit of checking their breasts to know what's normal for them." A special 'Have a Feel Day' Facebook page will provide a step-by-step video on how to complete a breast check and over 55,000 breast check shower cards will be made available at GP surgeries nationwide. Social media sites, mobile media and experiential activity will all be utilised to spread the word and encourage optimal participation on the day. In support of the campaign, Dr Naoimh Kenny has outlined below tips on how to check your breasts properly and what changes young women should be looking for. How to check your breasts properly: - Put your left hand behind your head - With the pads of your right fingertips make small circular movements to examine your left breast for anything unusual - At first feel lightly, checking for anything near the surface - Then press quite firmly, feeling for anything deeper. Continue around the breast checking all areas. - Also, examine above your breast, up to the collarbone and out to the armpit. - Gently squeeze the nipple between the thumb and forefinger to check for unusual discharge. - Then repeat these steps for the right side. Changes to look for in your breasts: - A lump or thickening which is different to the rest of the breast tissue - Continuous pain in one part of the breast or armpit - One breast becomes larger or lower - A nipple becomes inverted or changes shape or position - Skin changes including puckering or dimpling - Swelling under the armpit or around the collarbone - A rash on or around the nipple - Discharge from one or both nipples For further information on the 'Be Breast Aware: Have a Feel Day' campaign, visit avivahealth.ie or www.facebook.com/avivaireland or breastcancerireland.com