(From left) NCSM vice-president Clare Ratnasingham, Dr Saunthari, Naeem and breast cancer survivor Salmah.

A competition organised by Philips and NCSM looks for innovative breast cancer screening and awareness programmes.

AS part of the Philips multi-year global Breast Cancer Awareness campaign, Royal Philips Electronics is partnering with the National Cancer Society Malaysia (NCSM) to raise awareness and educate communities about breast cancer.

The Best Breast Cancer Screening and Awareness Competition also aims to focus on prevention through lifestyle modifications, and will involve the underprivileged and/or inaccessible communities in the awareness programme.

Breast cancer, one of the four most prominent non-communicable diseases (NCDs), continues to be the most common type of ailment among women. The latest Health Ministry report, which gave statistics up to 2007, said 29 out of every 100,000 Malaysian women had breast cancer, making it the leading cause of mortality among women.

Over 3,700 women are diagnosed with breast cancer every year, with the Chinese community being the worst affected, followed by the Malays and Indians. In addition, one of every 20 women is at risk of suffering breast cancer in her lifetime.

NCDs are the biggest cause of death worldwide, causing more than 36 million deaths in 2008 – 60% of all deaths globally – with 80% in low- and middle-income countries. In effect, two out of every three deaths in the world are on account of NCDs – rightly described by the World Health Organisation (WHO) director-general as “a slow-motion disaster”.

South-East Asia also faces a NCD epidemic, with 2.5 million deaths annually and the cause of 60% of deaths in the region. As the impact of NCDs increases, annual NCD deaths are projected to continue to rise worldwide.

As noted in many advanced developing countries, Malaysia is beginning to observe an epidemiological shift from communicable diseases to those related to lifestyle, particularly cancers and cardiovascular diseases (commonly known as NCDs). Over the past two decades, Malaysia has seen a steady increase in the number of deaths attributable to cancer among its population, and approximately 30,000 new cancer cases each year.

Encouraged by the global push for prevention and control of NCDs, the Health Ministry has taken aggressive actions to further develop and increase the capacity of NGOs to play a more proactive role, particularly in community-based NCD risk factor interventions.

The Ministry has also looked into both primary and secondary prevention of breast cancer in the planning for breast cancer prevention programs. Primary prevention includes increasing breast health awareness, and promoting healthy lifestyle and lifestyle modification, while secondary prevention includes early diagnosis and early treatment to prevent complications.

Philips and NSCM recognise the scale of the challenge, as Malaysia prepares to meet the new reality of a rapidly increasing number of breast cancer patients. As the country moves ahead in the midst of an unprecedented epidemiologic transition, it is essential to consider new and innovative solutions to raise awareness of early detection.

Most recently, Philips’ inaugural ASEAN Healthcare Consultation brought together policymakers, patient groups, academics and healthcare providers in Malaysia to collaborate and find answers to key modern-day healthcare challenges in an aligned, international and sustained approach, and take a holistic view of the challenges posed by NCDs. The session also considered the diverse drivers of their continued growth in the region, and the challenges this growth poses to national health systems.

Low awareness

According to a study by the WHO, the recommended early detection strategies for low- and middle-income countries are awareness of early signs and symptoms, and screening by clinical breast examination in demonstrated areas.

The earlier a tumour is diagnosed, the greater the chances of survival. In high-income countries, where the screening coverage is over 70%, mammograms can reduce breast cancer mortality by up to 20-30% of women aged over 50.

In breast cancer, although risk reduction can be achieved through prevention strategies, it cannot eliminate the majority of breast cancer, especially in middle- and low-income countries where breast cancer is detected in later stages.

Therefore, early detection strategies to provide better outcomes and survival remain a cornerstone in breast cancer control.

In a community-based survey conducted by the Health Ministry among 59,903 women in Malaysia, breast self-examination and clinical breast examination were reported to be performed by 34% and 31% of women above 20 years of age, respectively, while mammography, was only carried out in 3.8% of women aged 50 years and older (Narimah, 1997).

A recent study among a group of educated Malaysian women found a lack of knowledge about risk factors, signs and symptoms of breast cancer (Hadi et al., 2010).

Best Breast Cancer Screening and Awareness Competition

Philips and NCSM are calling upon local NGOs, government hospitals and/or institutions to submit proposals for new, innovative breast cancer screening awareness in Malaysia.

On the basis of a number of touch points and possible impact of their programmes to be judged by experts from Philips, NCSM, as well as long-time breast cancer awareness supporter, Theresa Manavalan, the participant with the best suggestion will be awarded an amount of RM40,000 as funding to execute the programme. The programme will be closely monitored by Philips and NCSM.

“Breast cancer is a serious health threat across the world. At the same time, there are many organisations and hospitals that are tirelessly educating communities about breast cancer prevention and early detection.

“As a company devoted to health and well-being, we are committed to assisting these bodies in every way we can – be it in terms of domain expertise or resources.

“We are happy to be associated with NCSM, who has been extremely aggressive in breast cancer awareness activities in the country in the past,” explains Naeem Shahab Khan, chief executive officer and chairman of Philips Malaysia.

“There is also a need to understand the importance of prevention through lifestyle modifications.

“Women especially, should be educated to help fight cancer, even at the earliest stage, by detecting breast cancer symptoms. It is time to call every individual to take breast cancer screening seriously.

“Thus, Philips and NCSM are committed to deliver the message through the Best Breast Cancer Screening and Awareness Competition,” he adds.

Dr Saunthari Somasundaram, president and medical director of NCSM, says: “Cancer does not discriminate. It is also not just a health issue. It impacts individuals, families and communities on a social, economic and human rights platform.

“It is therefore only fitting that cancer is fought not only from the health front, but by the community.

“This initiative gives the community the opportunity to join the fight and make a difference. It allows breast cancer awareness and control issues to be raised from common ground, but from different perspectives.”

To find out more about the Best Breast Cancer Screening and Awareness Competition, contact coordinating agency Fleishman-Hilllard at 03-2094 0760. All submissions need to reach Fleishman-Hilllard by March 13, 2013.

• Best restaurants in Asia
• Yorkshire: England’s best-kept secret
• Who has the better chance of bagging that high-salary post?
• Snapshorts
• Google makes the world go round
• Love letter from a freelancer
• DÔME delicious
• The call of the Sahara
• A kink in the kindness
• Online guide for safari lovers