In 2005, breast cancer claimed Shanna Larsen’s life. She was 24 years old. Four of Shanna’s friends got together to form Team Shan, a not-for-profit organization devoted to raising awareness about breast cancer in 15 to 29-year-old women, health care professionals and the public in general. Early detection, diagnosis and treatment is a special concern for the group. Team Shan participates in such breast cancer awareness fundraising events as the Knock Cancer Out of the Park/Shanna Larsen Memorial annual ball tournament in Temiskaming Shores, in northeastern Ontario.
Team Shan based its awareness campaign on results of a 2006 literature review on breast cancer in young women. The group created draft materials that it then focus-tested on young women in 2007. Their findings, combined with input from physicians and researchers, formed the basis of campaign resource development. Shanna’s photo provides the “face” of the campaign, which includes billboards and ads on buses and in bus shelters, radio and TV public service announcements, a website and Facebook page, and print media such as brochures. The logo and sunflower images on the materials are based on Shanna’s artwork: she was a graduate of University of Western Ontario’s visual arts program.
A recent evaluation of the first campaign found that it reached more than 30,000 young women and nearly 900 health care professionals. Most of the 301 participants said they had noticed the media campaign, with billboards and bus shelters most commonly seen. Most participants got the message that breast cancer can strike at any age. Shanna’s face and story are important elements of the awareness campaign.
Team Shan is getting the word out
CPOPOnline * Posted May 6, 2011 Team Shan - breast cancer awareness for young women - has a new 30-second TV spot that's also on the web at vimeo.com/17371068. It will be aired on college and university campuses, and will be featured next fall in Calgary and Saskatoon.
