Hologic’s #BustTheMyth Breast Cancer Awareness Campaign

To mark Breast Cancer Awareness Month, women’s health focused company Hologic has launched a patient education campaign called #BustTheMyth to debunk common myths about breast cancer, mammograms and breast density.

The campaign focuses on empowering women with the tools and information they need to fight breast cancer. It emphasizes the importance of early detection and regular screening, a message particularly crucial in light of rising breast cancer rates.

Breast cancer affects one in eight women over their lifetime, making it one of the world’s most common cancers.

Early detection significantly increases the chances of successful treatment, with a five-year survival rate of 99 percent when caught early.

However, despite the high prevalence of breast cancer and the proven benefits of early detection, over 40 percent of women in the US report missing critical breast cancer screenings, according to Hologic. Common reasons for skipping these potentially life-saving exams include a lack of awareness about their importance, anxiety about the process, time constraints and concerns about pain or discomfort.

Now in its 18th year, Hologic, a provider of mammogram systems and associated devices, has rung the Nasdaq opening bell to kick off Breast Cancer Awareness Month every year.

As part of the #BustTheMyth campaign, Hologic has made a myth-busting film and quiz.

The video shows people talking about some common breast cancer myths. For each myth, a woman pops up to quickly correct it and provide the facts.

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The ad opens with a man leading the session who yells, “If you keep up a healthy weight, exercise regularly and you eat right, you won’t have to worry about breast cancer.” The fact-checking woman arrives in the frame and says, “Actually, that’s a myth.” She explains that while healthy behaviors can lower breast cancer risk, “they can’t eliminate it.”

Subsequent scenes show the woman appearing in a bar, airport, lingerie shop and cosmetic surgery to dispel breast cancer myths about age, radiation, bras and pain.

At the end of the ad, a QR code directs viewers to Hologic’s #BustTheMyth website.

On the website, visitors can take a “truth or myth” quiz that addresses common misconceptions about breast density, implants and other breast health topics. Additionally, the site highlights the benefits of Hologic’s technologies, such as offering “more comfort” during mammograms and providing “clearer images” for more accurate detection.

Users can also enter their ZIP code to find nearby facilities that offer Hologic’s 3D mammograms, along with specific details about the features of the systems available at each location.

As part of the awareness efforts, Hologic has launched a multi-channel outreach program, which includes educational webinars, community outreach initiatives and a social media push to encourage women to prioritize their breast health. The campaign also features survivor stories, helping to personalize the importance of early detection and offering hope to women currently facing a breast cancer diagnosis.

Hologic says the #BustTheMyth campaign launches at a pivotal time for women with new guidelines and regulations. Earlier this year, the United States Preventive Services Taskforce updated its breast cancer screening guidelines, adding urgency to the conversation around breast health.

Furthermore, new US Food and Drug Administration (FDA) regulations now require mammography facilities to inform patients about their breast density. These changes underscore the need for education and awareness, as many women may be unaware of how breast density impacts cancer risk or are confused by the evolving screening guidelines.

“As a leading women’s health organization, we are committed to supporting women at every stage of their health journey and that includes advocating for change and increasing awareness about the importance of breast cancer screening and early detection,” said Steve MacMillan, chairman, president and CEO of Hologic in the press release announcing the campaign.

“There are many harmful myths about mammograms that keep women from understanding their risks and getting screened annually. We want to empower women with facts so they can prioritize themselves and take charge of their health with confidence,” he explained.

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