Breast Cancer Counter Marketing Intervention to Reduce Alcohol Use and Increase Awareness about Breast Cancer Risks from Alcohol Consumption in Young Adult Women, B-Track Trial
This clinical trial tests the effect of a breast cancer counter marketing intervention on the knowledge and beliefs about alcohol-related breast cancer and how this knowledge may impact alcohol use behaviors in young adult women. Drinking alcohol is a known risk factor for breast cancer and it is estimated that 10% of all breast cancer cases are related to alcohol consumption. Despite this evidence, fewer than 1/3 of young adult women are aware that drinking alcohol is breast cancer risk factor. The alcohol industry actively attempts to deceive the public about cancer risks from drinking and alcohol producers "pinkwash" marketing with pink ribbons and other breast cancer branding to promote positive brand imaging and direct attention away from breast cancer risks. Research has shown that mass media campaigns and other messaging that communicate the cancer risks from drinking alcohol can affect alcohol-related beliefs and increase awareness about cancer risks. The breast cancer counter marketing intervention includes messaging on the effects of alcohol consumption on breast cancer risk in young adult women, strategies to promote alcohol behavior changes, and exposes the alcohol industry's deceptive marketing practices. This may be a promising strategy to increase the awareness of the risks of breast cancer from alcohol consumption and may motivate young adult women to drink less in an environment where “pinkwashed” marketing is widespread.