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Olubukola Ayodele: Mike Kinnaird About Why Cancer Awareness Doesn’t Change Culture And it Got Me Reflecting

Olubukola Ayodele/LinkedIn

May 3, 2025, 18:54

Olubukola Ayodele: Mike Kinnaird About Why Cancer Awareness Doesn’t Change Culture And it Got Me Reflecting

Olubukola Ayodele, Head of Breast Cancer Unit at University Hospitals of Leicester NHS Trust, shared on LinkedIn:

“I just saw a post by Mike Kinnaird about why cancer awareness doesn’t change culture and it got me reflecting.

Every year, we’re surrounded by cancer awareness campaigns: pink ribbons, marathon fundraisers, and social media hashtags. These efforts raise vital funds and bring much-needed visibility to the reality of cancer. But here’s the difficult truth: awareness alone doesn’t change culture.

Why? Because awareness campaigns often stop at recognition. They tell us that cancer exists, that it’s devastating and that we should care. But transforming culture requires us to go much deeper, to tackle the root systems that perpetuate inequities, stigma, and complacency.

For example:

Health equity: Awareness doesn’t automatically translate to access. Communities facing systemic barriers whether due to race, gender, geography, or socioeconomic status may know about screening and prevention but still lack the means to act. The disparity remains entrenched because awareness doesn’t dismantle structural injustice.
Stigma and silence: In many cultures, particularly around cancers linked to sexual and reproductive health (like breast or cervical cancer), stigma thrives despite high awareness. Awareness campaigns often shy away from nuanced conversations about bodies, sexuality, and gender norms; topics that are uncomfortable but essential for real change.
Workplace and policy shifts: Awareness campaigns don’t necessarily lead to policy reform. We still see workplace discrimination against cancer patients and survivors, gaps in paid medical leave, and inconsistent implementation of evidence-based guidelines. Culture changes when institutions, healthcare, government, employers commit to systemic shifts.
Leadership and representation: In oncology, awareness doesn’t address the lack of diverse leadership. Who gets to shape the cancer agenda? Who is visible in the media, at the decision-making table, or in research leadership? Representation matters if we want culturally competent care and inclusive innovation.

Awareness is a starting point not a solution. To truly change culture, we need action: equitable resource allocation, policy advocacy, community-led health initiatives, and leadership that reflects the diversity of those affected by cancer.

More posts featuring Olubukola Ayodele on OncoDaily.