Impact of the ‘pink october’ campaign on breast cancer awareness levels and screening uptake among students of Masinde Muliro University of Science and Technology in Kakamega County, Kenya

Abstract

This study investigated the extent to which the annual Pink October campaign influences knowledge levels and breast health-seeking behavior among students of Masinde Muliro University of Science and Technology (MMUST) in Kenya. The study employed a mixed-method research design that was both quantitative and qualitative. A semi-structured questionnaire was administered to a representative sample of 400 students, selected through multi-stage cluster sampling and proportionate stratified sampling from the target population of university students at MMUST. The questionnaire aimed to assess the levels of breast cancer awareness and screening practices among university students after the campaign month of October 2024. This study was undertaken between the 4th and 24th of November 2024. Data analysis was carried out using the Statistical Package for the Social Sciences (SPSS) version 19. Findings indicated that the Pink October campaign was effective in improving general awareness levels among the targeted audience. Challenges such as lack of awareness about screening, limited access to screening equipment, and the financial costs of the procedure, however, limited its effectiveness with regard to the uptake of breast cancer screening. The study concluded that the Pink October campaign is a useful tool in raising awareness, but uptake of screening was very low despite it being the primary intervention measure, as it increases chances of early detection and treatment. There is thus a need for consistent engagement with the target audience and the use of audience-focused communication strategies alongside policies that facilitate free screening services throughout the year.