'Hereditary Risks of Breast and Ovarian Cancers' campaign launched

US-based biopharmaceutical company Myriad Genetics has launched a public awareness advertising campaign to educate women with a family history of breast and/or ovarian cancer, as well as the healthcare providers which treat them.

Myriad's BRACAnalysis Awareness Campaign is aimed at women with a family history of breast or ovarian cancer. It hopes to persuade them to contact their doctors to learn more about their individual risk of developing cancer and any action that can be taken to reduce risk.

The public awareness campaign, which is being conducted across the north-eastern US, also includes medical education and outreach to doctors, consumer education and public relations, while the advertising component is being conducted specifically in four areas: Boston, Hartford, Providence and New York City. The campaign will continue until spring 2008.

Myriad is currently focused on reaching out to women and their families in the north-east, as the region has numerous resources, including doctors, genetic counsellors and other healthcare providers able to provide hereditary risk assessments, genetic testing and counselling services for women with a history of breast or ovarian cancer.

The BRACAnalysis advertisements are intended to be informative, factual, positive and empowering, with the goal of encouraging women to think about their family history of breast and ovarian cancers. Through a website and freephone number, women will be able to access general information about management of hereditary breast and ovarian cancers and will be encouraged to talk to their healthcare provider for additional information and follow-up.

Dr Gregory C Critchfield, president of Myriad, said: "The purpose of the BRACAnalysis public awareness campaign is to save lives. The risks of breast and ovarian cancers are very high in individuals carrying mutations in either the BRCA1 or BRCA2 genes. Through a blood test, BRACAnalysis identifies high-risk women, so they can take steps to reduce their risk for these cancers."