Rethinking the message on alcohol and breast cancer with UK women: a Delphi study

Area of Science:

• Public Health
• Cancer Prevention
• Health Communication

Background:

• Alcohol consumption is an under-recognized risk factor for breast cancer (BCa) in women.
• Low public awareness of the alcohol-BCa link hinders informed decision-making and policy support.
• Current communication strategies often overlook the socioemotional context of risk messaging.

Purpose of the Study:

• To develop a novel, participant-informed approach for creating effective public health messages about alcohol and breast cancer.
• To identify barriers to effective communication and explore strategies to overcome them.
• To inform cancer prevention campaigns and alcohol policy advocacy.

Main Methods:

• A Delphi study involving 260 women (drinkers, ex-drinkers, BCa survivors) using an open-ended survey.
• Seven online focus groups (n=33) and a workshop (n=7) for in-depth exploration of themes.
• Reflexive thematic analysis to identify overarching themes in qualitative data.

Main Results:

• Two key themes emerged: barriers to communication (social norms, mistrust, defense mechanisms, stigma) and effective messaging strategies.
• Narrative-based approaches, such as personal stories, were identified as promising alternatives to fear-based messaging.
• A framework for constructing resonant public health messages was developed.

Conclusions:

• Participant-informed approaches are crucial for developing effective health communication.
• Addressing socioemotional factors and utilizing narrative strategies can improve message reception and public engagement.
• This research provides evidence to enhance cancer prevention campaigns and alcohol policy advocacy.