Evaluating the effectiveness of the first breast cancer awareness campaign in the United Arab Emirates: Lessons learned and next steps |
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| Authors: | Mai Abdul Wahed Al Khaja Pam Creedon |
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| Institution: | 1. Mass Communication Department, United Arab Emirates University, Al Ain, United Arab Emirates;2. School of Journalism and Mass Communication, University of Iowa, E342 Adler Bldg., Iowa City, IA 52232, United States |
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| Abstract: | Following an innovative breast cancer awareness campaign in the United Arab Emirates, a dual language survey of 500 women and in-depth interviews were conducted. The study found television advertising to be the most optimal awareness communication method, particularly among Emirati and other Arab women respondents. The research also found strong support for a year-long awareness campaign. |
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| Keywords: | Health communication Cultural values Breast cancer |
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