What's Your Reason for a Mammogram? is a campaign with specific and unique, culturally sensitive reasons to boost the importance of breast cancer screening. Designed for different cultures and translated into different languages (e.g., Spanish, Creole, Hindi, Burmese, Bengali), these resources encourage screening candidates to get a mammogram by:
- Challenging women to reflect on their priorities in a way that speaks to them, whether culturally or in their language
- Challenging perceptions about breast cancer risks, the benefits of screening and why it is important to them in a way they can relate to
- Decreasing barriers to screening by addressing personal and cultural hesitancies for patients, providers and health systems
- Driving women to action by speaking in their terms and helping them to schedule a mammogram
Downloadable resources
Core Resources for Patients
This downloadable package includes tools that are intended to be sent to eligible screening candidates and are offered in multiple cultural and language translations to appeal to specific populations.
The following tools can be customized with provider phone numbers and provider logos (if desired):
- Self-mailer brochure
- Postcard
Increasing Breast Cancer Screening Rates in Difficult-to-Engage Patients (journal article)
Genentech collaborated with an integrated health system to develop and test the What's Your Reason? initiative. Breast cancer screening rates improved by approximately 11% over 3 months in this pilot study.
Resources for Hispanic Women
All What’s Your Reason? tools are available with culturally sensitive messaging, specifically developed to address the needs and barriers to screening among the Hispanic population. Versions are available in both English and Spanish. The postcard is available in single-language and dual-language versions.
A few of the resources (e.g., brochure, postcard, tent card) can be customized to include a provider's phone number or a provider's phone number and logo.
Implementation Resources
Download the What's Your Reason? program guide to help maximize your health system's breast cancer screening efforts. This guide describes implementation considerations, best practices, possible process workflows for providers and all available marketing tools in the What's Your Reason? campaign.
Core Resources for Providers
This downloadable package includes tools that are intended to be used at the provider office or health system to help health care professionals engage with patients and raise awareness about the importance of breast cancer screening. Resources include:
- Provider navigation script (with options for specific messaging to White, Latinx, Black or South Asian patients)
- Tent card (for different populations, with provider phone number to be added and, in some versions, a provider logo)