• Close
  • MAIN MENU
    • Home
    • News
    • Academics
      • School of Communication
      • School of Communication Science & Disorders
      • School of Information
    • Events
  • HELPFUL LINKS
  • Skip to content
    FLORIDA STATE UNIVERSITY
    • Search
      • Search in CCI:
    • CCI Schools & Centers
    • DONATE NOW

    Welcome to the College of Communication & Information


    Schools and Colleges
    • College of Communication & Information
    • School of Communication
    • School of Information
    • School of Communication Science & Disorders
    Centers of Distinction
    • Centers and Labs
    • Garnet & Gold Scholar Society
    FSU Seal

    News & Events

    at College of Communication & Information

    • Home
    • News
    • Academics
      • School of Communication
      • School of Communication Science & Disorders
      • School of Information
    • Events
    Menu

    Comm students promote awareness of male breast cancer

    Posted by admin on August 20, 2009

    Even men can get breast cancer. That’s the message a non-profit organization formed by a group of Florida State University students and their instructor wants people to know.

    The Alliance for Breast Cancer Awareness in Women & Men is the result of the work of graduate students in two communication classes taught by William J.P. Smith Jr., an adjunct instructor in the College of Communication and Information, who is himself a breast cancer survivor.

    The founders want the alliance to be a resource for others who want to educate the public that breast cancer is a disease that crosses gender lines. The alliance is designed to be an information conduit as well as a provider of marketing and support services.

    “Only one-half to 1 percent of those diagnosed with breast cancer annually in the United States are males. This is one of the reasons it’s perceived as a ‘women’s disease,’ “ Smith said. “However, an oncologist in Tallahassee said that figure could be between 10 and 12 percent if men were regularly checked by their doctors, and an oncologist in Los Angeles said it could be as high as 20 percent.”

    Globally, the percentage is even higher. Research abroad showed the percentage of breast cancer diagnoses for men at 15 percent in Zambia and 6 percent in Egypt and Tanzania, Smith said.

    Smith, a 1956 FSU graduate who moved back to Tallahassee almost three years ago after a lengthy career in advertising and public relations, was diagnosed with breast cancer in the mid-1990s. It was two students in his Account Planning class, which has a heavy focus on consumer research, who first questioned whether any research had been done on the differences between men and women in attitudes and awareness of breast cancer. Mark Owens and Bryan Schulis wanted to know how men perceive breast cancer.

    “We wondered what Mr. Smith did after his surgery, as it was our understanding that most men withdraw,” Owens said. “It turns out he became active in supporting efforts to raise money for women. But we wondered about the general public’s attitudes and whether the percentage of men diagnosed was too insignificant to make promoting male breast cancer awareness worthwhile.”

    Smith divided the class into four teams of six students, who conducted focus groups, interviews and Internet as well as personal questionnaires. More than 600 people participated.

    The students concluded an awareness campaign for men would yield positive results for both men and women by bringing more attention, and possibly more dollars, to the cause. Key to its success would be including both genders in the campaign and not simply targeting men.

    It also could save lives. Male breast cancer is usually late-stage when diagnosed, Smith said, because doctors don’t routinely screen for it. Although the diagnosis rate likely would rise if men started getting checked for breast cancer regularly, the survival rate could also be expected to increase.

    Once the Account Planning class had completed its research and advocated creation of the alliance, Smith handed off the results to another one of his classes, Foundations of Integrated Marketing Communication. Students in that class created a strategic marketing plan and branding campaign for it. Smith and a group of students have formed a steering committee to conduct additional research in the medical community and try to launch their classroom project as a public service.

    “We want to create a dialogue and ground swell of awareness among the most important people in the target group: females, males, doctors, support groups, foundations and other interested parties,” Smith said. “From this will emerge an ambassador, partners and sponsors. The alliance will assist any organization that wants to create a marketing thrust for both women and men through integrated marketing communications tactics, at cost.

     

     

     

    Share on: FacebookTwitterLinkedIn
    Posted in CCI Faculty News, CCI News, CCI Research News, SCOM Faculty News, SCOM News, SCOM Research News. Tagged as breast cancer, Communication, Florida State, IMC, marketing, men, strategic plan, William J.P. Smith Jr..

    RELATED ARTICLES

    May 30, 2025

    IT Alumnus Lands Tech Role in U.S. Army

    READ MORE

    May 27, 2025

    iSchool Professor Participates in 2025 CRA Leadership Academy

    iSchool Professor Participates in 2025 CRA Leadership Academy

    READ MORE

    May 22, 2025

    SCSD Professor Receives Seed Grant Award for Speech Intervention Programs

    SCSD Professor Receives Seed Grant Award for Speech Intervention Programs

    READ MORE

    Post navigation

     CCI merges school development/advancement programs
    JOB OPENING (send resumes to eranderee@cci.fsu.edu) – IMMEDIATE

    4100 University Center, Building C
    Tallahassee, FL 32306-2651

    info@cci.fsu.edu

    (850) 644-9698

    More News

    School of
    Communication

    • COM News
    • Alumni News
    • Faculty News
    • Research News
    • Events
    • Internships
    • Job Board

    School of
    Communication Science & Disorders

    • SCSD News
    • Alumni News
    • Faculty News
    • Research News
    • Events
    • Internships
    • Job Board

    School of
    Information

    • iSchool News
    • Alumni News
    • Faculty News
    • Research News
    • Events
    • Internships
    • IT & ICT Job Board
    • MLIS Job Board

    College of
    Communication & Information

    • CCI News
    • Alumni News
    • Faculty News
    • Research News
    • In The News
    • Events
    • Internships
    • Job Board

    Connect With Us

    Get In Touch

    (850) 644-9698

    Visit Us!

    4100 University Center, Building C Tallahassee, FL 32306-2651

    Key Sites

    • Admissions
    • CCI Help Desk
    • CCI Internships
    • CCI Job Board
    • Financial Aid
    • Registrar

    About The College

    The College of Communication and Information (CCI) is comprised of the School of Communication, the School of Communication Science & Disorders and the School of Information.
    CCI Flame Logo