JAMAICA HAS one of the highest rates of cervical cancer in the world. Cancer of the cervix, untreated, sentences women to a painful, malingering death, accompanied by an obnoxious odour. And yet the simple pap smear allows early detection and treatment for cure.
Breast cancer is another high-incidence cancer in Jamaican women and can in fact affect men too. But over 60 per cent of persons, a recent survey is showing, do not know or do not think that they are at risk for breast cancer and other forms of the disease which is assuming epidemic proportions in modern society. The survey, which was carried out by Market Research Services Ltd., found that 57 per cent of those interviewed did not see themselves as being at risk. And an amazing 14 per cent believed that it did not make a difference at what stage cancer is discovered, despite past public education campaigns which urged the importance of early detection.
In response to these dismal statistics, the Jamaica Cancer Society is taking its fight against cancer to hairdressing parlours and beauty salons starting this month which is "Breast Cancer Awareness Month". As marketers will confirm, this is a sound strategy: Take the message directly to where the target audience can be found. There are many other places, like shops and supermarkets, government agencies serving the public directly and educational institutions, where the message can be directly delivered to the target audience.
Men need to be targeted in the places where they gather, about their risk of prostate cancer. The incidence of prostate cancer is particularly high in black men and is at an alarming level in Jamaica. As is the case for cervical cancer in women, prostate cancer in men can be simply and easily detected. But most Jamaican men either don't know or can't be bothered until it is too late.
The Jamaica Cancer Society needs all the help it can get to get its life-and-death message out to the public. Several companies, including Digicel and Bank of Nova Scotia, have pledged assistance. Gospel artiste and cancer survivor Carlene Davis has pledged a half of the proceeds of her new album to the JCS for its work.
Worldwide, companies are coming to realise that HIV/AIDS is an economic factor seriously affecting the balance sheet and are responding with assistance accordingly. Cancer is in the same league. Out of enlightened self-interest, and not just corporate philanthropy, financial assistance for the fight against the disease should be written into the budget.
THE OPINIONS ON THIS PAGE, EXCEPT FOR THE ABOVE, DO NOT NECESSARILY REFLECT THE VIEWS OF THE GLEANER.
