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Table 1: - Objectives of the Campaign (Tench & Yeomans, 2009).
Digital Campaign Rationale
Communication Problems:-
Awareness is not action
,The worldwide breast cancer charity majorly focuses on spreading awareness about breast
cancer. The mortality by breast cancer can be reduced by screening and early detection hence;
there is a significant need for worldwide breast cancer charity to shift the focus from spreading
awareness to encouraging the participation of women in breast cancer screenings.
Barriers to breast cancer screening
There are various barriers to breast cancer screenings and knowledge (Kawar, 2013). Cultural
beliefs and the social stigma of cancer create limits for the women to participate in breast cancer
screenings. (Pons-Vigués, M. et al., 2012).
For instance, the study carried out to identify the barriers among a group of Arab middle eastern
immigrant women is shown in the form of a table below (Kawar, 2013):-
,Table 2:- Categories, Subcategories, themes of barriers (Kawar, 2013).
, Absence of Cognitive and Social Skills among Older women
The national survey demonstrated that older women lack the prerequisite knowledge and
confidence to identify the changes in their breasts that further causes delays in seeking help
(Linsell, Burgess & Ramirez, 2008). It’s also by nature that old women are less inclined to
participate in health care processes related to breast cancer (Liang.W, et.al, 2013).
The problem of funding; why people do not donate?
An individual’s perception about charities is that there might be inappropriate information given
to them regarding a charity’s functioning, they also believe that mismanagement, charity frauds
and inappropriate usage of their donations occur.
Some donors use both financial and non-financial information while making a decision. Many
charities however, fail to provide the necessary information to them (Dellaire, G., Berma, J. &
Arceci, R., 2014).
Potential Stakeholders:-
The linkage model of Grunig and Hunt (1984) is used to categorize all the stakeholders of the
worldwide breast cancer charity.
There are four linkages in the model that helps in identifying the charity’s relationships with its
stakeholders. They are: enabling linkages, diffused linkages, normative linkages and functional
linkages (Tench & Yeomans, 2006).
Functional input linkages such as Research Scientists, Oncologists, Epidemiologists (Cinderby &
Potts, 2007), Employees, Volunteers, Donors and Drug Stores (Charity Commission, 2013),
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