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Raising Awareness of Breast Cancer
 This past spring,
gabbegroup scored with five key women’s health magazines –
fitness, Redbook, SELF, Woman’s Day and Shape
– by bringing Therese
Bevers, M.D., world-renowned breast cancer prevention
expert from The University of Texas MD Anderson Cancer Center,
to health editors’ desksides just as they began to plan October
Breast Cancer Awareness Month coverage. The tactic paid off:
all five magazines featured MD Anderson sources on myriad
subjects, including breast awareness; screening recommendations;
hereditary breast cancers and genetic testing; healthy eating;
preventative drugs; and how alcohol, deodorant and reproductive
hormones impact a woman’s risk for developing breast cancer.
The 18 MD Anderson quotes appearing in the stories contributed
to the magazines’ 11 million readers better understanding
the disease.
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