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Worldwide, breast cancer is the most prevalently diagnosed life-threatening cancers among women.
While national studies done on breast cancer attest to the importance of awareness campaigns (Doumit, Fares & Arevian, 2017; LBCF, 2017), none examine the type of content that most effectively reaches women. The purpose of this study, therefore, is to examine the exemplar narrative versus the direct messaging of communication tools (e.g., brochure) addressed to two different age groups (below 50 and above 50), through a 2x2 experiment. The study will measure beliefs and knowledge prior to and after exposure to the content, attitude, intended behaviors, and self-efficacy – taking into consideration the age factor. One brochure will include an exemplar narrative of a woman diagnosed with breast cancer and her story as an awareness message and proactive choices, and another brochure will have the same message, however in a direct manner without the example.