Beyond Pinktober

The image shows a group of people holding a pink ribbon, which is a universal symbol for Breast Cancer Awareness Month. — The News/File October is officially the month dedicated to breast cancer awareness. For Pakistan, it holds particular importance because, of the 185,000 new cancer cases reported annually in the country, breast cancer accounts for nearly 25 per cent of the total, according to data shared by the Pakistan Medical Association (PMA). While Pakistan has spent years raising awareness about breast cancer, it is disappointing that thousands of women continue to be diagnosed with the disease every year, often when it has already reached an advanced stage. Meanwhile, experts say that early detection can result in a cure rate of as high as 98 per cent. Hospitals, charities and other organisations have invested considerable effort in educating women about symptoms and encouraging them to seek medical advice. But an awareness campaign cannot achieve much if a woman who recognises an unusual lump or other symptom has nowhere affordable and accessible to go. Women's health also remains affected by taboos surrounding their bodies and by family structures in which women often put their own health behind other responsibilities. Men, who frequently have a say in household spending and healthcare decisions, should therefore be included in awareness campaigns. Families need to understand that delaying treatment can make both the medical and financial consequences much worse. Besides societal changes, we also need to focus on infrastructure. The shortage of mammography facilities, particularly in rural areas, is a serious barrier. Women living far from major cities may have to travel long distances for screening and then make repeated journeys for treatment. Pakistan therefore needs to do more. Public awareness should be linked to actual healthcare services. Screening facilities need to be expanded beyond major urban centres and women who cannot afford diagnostic tests should have access to subsidised or free services. Primary healthcare workers can also play a greater role in identifying symptoms and directing women to appropriate facilities. Awareness is meaningful only when it is followed by an accessible pathway to diagnosis and care. The government also needs better information to design an effective response. Reliable data on new cases, diagnosis stages, screening coverage and treatment outcomes can help identify where resources are most urgently required. Equally important is support after treatment. Surviving cancer does not necessarily mean that the difficulties end. Surgery, chemotherapy and radiation can impose a heavy financial and emotional burden on patients and their families. Women may also need psychological support and help dealing with changes to their bodies and confidence. Pakistan does not need awareness that ends in one month. The objective should not merely be to tell women to check themselves. It should be to ensure that when they do, the country is ready to help them.