Digital media intervention for breast cancer awareness among rural women: A quasi-experimental study from Bihar, India

Objectives

Social media-based interventions have the potential to endure improvements in the health-seeking behaviors of the users. The upswing rate of social media usage among rural women of Bihar (India) allows for improving their knowledge, attitude, and practice toward breast cancer which is a big concern in resource-limited countries. This study attempted to evaluate the impact of video-based intervention in advancing knowledge of breast cancer risk factors, symptoms and attitude, and and practice to conduct breast cancer screening.

Methods

A quasi-experimental design study was conducted among rural women in Bihar, India using pretest-posttest method. Validated YouTube Hindi videos were shared in a series as an intervention for the participants. The impact of the intervention videos was assessed by analyzing the 267 fully filled up questionnaires. Additionally, demographic characteristics were calculated and their relationship with knowledge, attitude, and practices was evaluated.

Results

After three months of the intervention there was a statistically significant (<0.0001) improvement (100 %) in the knowledge level of risk factors, symptoms, and screening of breast cancer. Their attitude towards breast self-examination significantly improved in 58 % of women whereas 16.5 % for clinical breast examination and 9.7 % for mammogram (<0.0001). The practice of breast self-examination significantly improved in 60 % (<0.0001) of women. Some demographic variables like education, age, and occupation were found significant predictors of breast cancer awareness.

Conclusions

This study's findings highlight that beyond all resource limitations for health awareness, a video intervention model through social media could offer a viable solution from the rural India experience to a possible shared discussion. Further study may be conducted using customized cancer awareness video interventions considering vernacular needs to make interventions more impactful.