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To increase the understanding of breast cancer vs. hereditary breast cancer, HK Hereditary Breast Cancer Family Registry has held its first public education campaign – BReast Concern Action in May/June 2010.

Campaign Slogan:
Know Your History
Screen Your Genes
Fight against hereditary breast cancer

Campaign Aims:
• Raise the awareness of the general public towards hereditary breast cancer, especially the young population in Hong Kong.
• Advocate the high-risk group of hereditary breast cancer to be health cautious of themselves and their loved ones.
• Introduce an easy, reliable and accurate risk assessment test to the high-risk group.
• Provide FREE advice and information on hereditary breast cancer.
• Introduce Hong Kong Hereditary and High Risk Breast Cancer Programme (HRBCP), a community pilot programme that offers FREE access of genetic testing and counseling to the underserved population in Hong Kong.

On 6th May, BReast Concern Action was launched at Times Square with Sponsors and TLC Star Ms. Joey Yung, TLC Ambassadors Ms. Jessica Huen and Mr. Enrico Kwong; Dr. Tony Mok, Ms. Vincy Chan, Ms. Jolie Chan and Dr. Ava Kwong. The event attracted over 100 people from the public, media coverage from newspapers and magazines.

To raise the public awareness of hereditary breast cancer, a 3-day exhibition was held consecutively in Times Square, Metro City II and Olympic City II between May and June. Over 500 visitors came to the booth for information, advices and participate in the health survey. Our genetic counselors and volunteers gave immediate advices to those at risk of hereditary breast and ovarian cancers. Medical nurses demonstrated to the booth visitors on how to do breast self-examination (BSE). 115 individuals participated in our health survey and 91 ladies learned the techniques of BSE, 68 cases were referred to our genetic counselors for follow up. A public health talk on Common Hereditary Cancer – Understanding of Breast Cancer and Ovarian Cancer at HK Sanatorium & Hospital held on 10 July marked the closing of the campaign with an attendance of 60 breast cancer patients and families.

Our heartfelt thanks goes to our Major Sponsor Kerry Group Kuok Foundation, our campaign supporters Estee Lauder Companies INC., Shung Hing Group Panasonic, TOUS, Salon La Mod, Hong Kong Sanatorium & Hospital, and of course, our volunteers.





©2009 Hong Kong Hereditary Breast Cancer Family Registry. All Rights Reserved.