Co-producing a media campaign intervention to encourage Nigeria women’s engagement in early presentation to breast cancer screening: a qualitative study

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Objective: Breast cancer significantly affects women globally, with women from low- and middle-income countries like Nigeria presenting late and at significant risk of mortality due to poor early screening. Yet a gap remains in the co-production of a media campaign intervention with women who are not or partially up to date with breast cancer screening using an interpretative phenomenological analytical lens. Method: Underpinned by a qualitative coproduction approach, a purposive sampling technique was adopted to recruit 11 participants, comprising women who are not or partially up to date with breast cancer from Delta state, who took part in a focus group discussion lasting approximately 90 min. The data was analysed using an interpretative phenomenological analysis lens. Finding: Based on the analyses the study identified the following five superordinate main themes, (i) Misinformation, fear, and the silencing effect of limited awareness, (ii) Inclusive awareness through multi-platform communication, (iii) Concise, compassionate messaging to motivate early screening, (iv) Empowering messages to counter myths and encourage action and (v), Authenticity underpinned by relatability in delivering persuasive health messages. Conclusion: This study offers valuable insights and original contributions to inform public health messaging policies globally on how culturally attuned, emotionally safe messaging can dismantle barriers and support earlier, more confident engagement with breast cancer screening. It also recommends the testing of the intervention to determine its effectiveness.

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