Perceptions About Breast Cancer in North Africa: A Social Listening Project

Perceptions about Breast Cancer in North Africa: A Social Listening Project

DOI: 10.1158/1538-7445.SABCS22-P6-05-48

San Antonio Breast Cancer Symposium (SABCS)

Read on Cancer Research Journal

Abstract

Background: Social media platforms are a versatile platform used for exchange of information. It is increasingly being used by patients, caregivers, and physicians to interact and engage among themselves and with healthcare organizations. Breast cancer is the most commonly diagnosed cancer in the world, with ~2.3 million cases in 2020 alone. Hence, it is vital to understand the perceptions about breast cancer from a wider lookout to bridge the gaps in patient management. The objective of this study was to understand the trends in social media conversations and current perceptions about breast cancer in the North African countries. Methods: Artificial Intelligence (AI) technologies hosted by Brandwatch (a social analytics tool) were used to scan 100M websites to analyze publicly visible online conversations about cancer between November 1, 2018 and October 31, 2021. Conversations from 6 North African countries i.e. Algeria, Egypt, Morocco, Sudan, Tunisia, and Western Sahara were analyzed in 3 languages (Arabic, English, and French). Conversations were filtered to isolate breast cancer and related mentions. To isolate the voice of breast cancer patients and their caregivers, manual review of all non-news content in which pronouns appeared within 7 words proximity of disease terms was carried out. Results: A total volume of 53,354 conversations (43,785 Arabic, 6,161 English, and 3,408 French) on breast cancer were analyzed. Breast cancer was the most discussed cancer type, contributing to 63% of Arabic, 61% of English, and 66% of French conversations among total cancer related conversations. Egypt led the volume of breast cancer related conversations in Arabic and English, followed by Sudan. Morocco led the volume of conversations in French, followed by Tunisia. For all 3 languages, the proportion of male authors dominated the volume of conversations as compared to female authors (60% of Arabic, 54% of English, and 56% of French). A total volume of 590 (347 Arabic, 158 English, and 85 French) conversations about breast cancer were identified as patient related. Twitter was the most popular platform for Arabic and English-speaking populations. The most discussed topic about breast cancer was identified to be ‘Pink October’ or ‘Breast Cancer Awareness Month’. Across all languages, impact on mental health and financial security was a significant patient concern. Many people reached out directly to the online community for financial support. In Arabic conversations, female patients expressed concern about impact on their relationship with their spouse (or future spouse) due to their condition. Patient conversations about the BReast CAncer gene (BRCA) were also observed. However, there is little evidence about the extent of awareness among patients or their caregivers. There were scarce mentions about male/transgender breast cancer among conversations. Discussions about raising awareness, early detection, and self-checking of breast cancer were also identified. Conclusion: Breast cancer was the most discussed type of cancer in North African countries. Patients and caregivers sought financial support on social media platforms. Based on types of conversations identified, it can be inferred that patients do not actively seek information about treatments and cancer management on social media. These insights can be utilized to engage patients, caregivers, patient advocacy groups, and influencers to address concerns and disseminate accurate and simplified information for mass consumption.

Understanding Breast Cancer Perceptions in North Africa: What Social Media Reveals

Breast cancer awareness varies widely across regions, shaped by culture, access to healthcare, and information sources. A recent study published in Cancer Research explored how North Africans talk about breast cancer on social media, uncovering some fascinating—and sometimes surprising—insights.

Why This Study Matters

In many North African countries, breast cancer is still surrounded by myths and stigma. Traditional surveys often miss the nuances of public opinion, but social media provides a real-time view into what people actually think and feel. By tapping into these digital conversations, researchers can identify knowledge gaps, misconceptions, and emotional concerns—information that is crucial for shaping effective health campaigns.

Study Design & Scope

While the full methodology is detailed in the research article, the core of the study involved analyzing social media posts related to breast cancer across North African countries. Researchers examined trends in conversation, emotional tone, and recurring themes to map how breast cancer is perceived online. The study focused on identifying patterns that could inform more effective health messaging and community engagement.

What They Found

The study highlighted several important findings:

• Persistent Misconceptions: Many posts revealed misunderstandings about risk factors, treatment options, and causes of breast cancer.

• Emotional Conversations: Conversations were often marked by fear, anxiety, or hope, showing the strong emotional impact of the disease.

• Knowledge Gaps: Awareness about early detection and screening was limited in many discussions.

• Cultural Nuances: Regional differences in discussions indicate that breast cancer messaging needs to consider cultural context to be effective.

Why It Matters for Health Campaigns

These insights have practical implications for healthcare providers and public health professionals:

• Targeted Awareness Campaigns: Messaging should directly address misconceptions while reinforcing accurate information.

• Culturally Sensitive Education: Campaigns must consider local beliefs and communication styles to build trust and engagement.

• Community Engagement: Collaborating with social media influencers or respected community figures can amplify awareness efforts.

• Monitoring Public Sentiment: Tracking social media conversations can help measure campaign effectiveness over time.

Final Thoughts

Breast cancer awareness is not a one-size-fits-all issue. Understanding how communities discuss the disease—especially online—offers a unique opportunity to design more empathetic, culturally relevant, and impactful interventions. Social media, often dismissed as casual chatter, is actually a powerful tool for health education and advocacy. When we pay attention to these conversations, we can help people get the information and support they need—where they are, in a way that truly resonates.

Read the full study on the American Cancer Research Journal.