Knowing one in eight women will be diagnosed with breast cancer in their lifetime, yet only 10% of breast cancer sufferers have a genetic history of the disease, LUNA, the makers of the Whole Nutrition Bar for Women, and the Breast Cancer Fund (BCF) have released the results of a national survey and launched a public education program. Designed to shift public consciousness from treatment methods to prevention, the Pure Prevention awareness campaign aims to correct breast cancer myths and arm women with the knowledge that prevention is possible.

In developing the educational components of the program, LUNA conducted a national survey to more than 500 women ages 18-60-years-old and concluded that there is a huge need to dispel misconceptions about the disease. Top-line findings include:

• 50% of women think breast cancer is hereditary and therefore believe their ability to change the inevitable is limited. However, research shows only 1 out of 10 women with breast cancer have a genetic history of the disease, meaning risk factors can be influenced.
• 87% of respondents stated that they do not know of ways to prevent breast cancer.
• 71% of women did not know that more than one-third of personal care products contain at least one chemical linked to cancer.

“While women live in fear of being diagnosed with breast cancer, most are not accurately informed of methods to prevent the disease,” said Brooke Golden, LUNA marketing manager. “Through the Pure Prevention campaign, we hope to educate women about the environmental links to breast cancer and more importantly, the proactive steps they can take in their daily lives and communities to avoid this terrible disease.”

The Pure Prevention campaign represents a multifaceted effort designed to raise awareness about the science behind the disease, alert consumers to the multitude of environmental links to breast cancer and offer tips on simple ways to reduce risk factors such as using natural and safe cosmetics and choosing healthy, organic nutrition options.

“There is powerful evidence that environmental exposures may trigger the development of breast cancer,” said Jeanne Rizzo, R.N., executive director of the Breast Cancer Fund. “LUNA and the Breast Cancer Fund are joined by our shared belief that healthier choices can lead to healthier lives and reduce risks of cancer. We are working together to make people aware of what they can do.”

The centerpiece of the Pure Prevention campaign is an interactive website, www.pureprevention.org that contains facts, tips and a profile tool to identify the risk factor of countless consumer products from nail polish to household cleaning supplies. In addition, women can go online and share their stories, as they relate to living healthy. Additional campaign elements include social networking, grassroots outreach, online advertising, a public relations program and a Public Service Announcement (PSA) featuring film and television actress Sarah Carter that will begin airing nationally in October of this year.