Pink October: tackling misinformation to save lives

As part of Pink October, Aurélie Jean, scientist, author and entrepreneur committed to women’s health, shares her perspective on misinformation surrounding breast cancer screening.


Despite more than 40 years of awareness campaigns promoting breast cancer screening, the participation rate in France stands at just 44%, well below the 70% target recommended by the European Union. More broadly, participation rates across Europe vary widely from one country to another, ranging from 44% to 80%.

In recent years, participation has fallen even further, partly reflecting a loss of momentum in communicating key messages, which may have been eclipsed by the increasingly commercial use of the colour pink. Meanwhile, the information crisis that has intensified since the Covid-19 pandemic has further challenged trust in scientific and medical expertise, fuelling the rapid spread of misinformation both online and in everyday life. This October, let’s bring the focus back to what matters – the power of reliable information and informed action to save lives.

A number of misconceptions continue to influence public perception about breast cancer screening. Many people are still unfamiliar with what the examination involves, and pain-related concerns persist, despite recent advances in equipment that have helped reduce discomfort. Radiation exposure is also often overestimated, as is the proportion of so-called interval cancers — cancers diagnosed between two routine screening mammograms. These misconceptions highlight the need for clearer, more accessible information, so that women and the wider public can better understand the realities of breast cancer screening.

Being properly informed is ultimately a shared responsibility, built on a framework of rights and duties for everyone involved – the patient, the radiographer performing the mammogram and the doctor.
Patients have the right to ask questions and seek clarification at any stage, before, during or after the examination.
Radiographers and doctors have a duty to answer those questions and to provide clear information in a proactive manner.
Patients also have a responsibility to reflect on their own understanding and the concerns raised by the information they encounter — whether from their own research, the radiographer or the doctor. Openly discussing these questions allows any doubts or misconceptions to be addressed as clearly and effectively as possible.

Fortunately, medical information has never been as accessible or understandable as it is today. New communication technologies, from social media to increasingly popular conversational AI tools, have made it easier than ever to access information and seek answers.

Yet this information is also increasingly vulnerable to the dynamics of virality. Social media can rapidly amplify certain content, and misleading claims, half-truths and outright falsehoods can spread particularly quickly, as they are more likely to trigger a stronger reaction from us as users.

In this new information landscape, it’s essential to question where the information we read comes from — is it a medical body, public institution or reputable publication? It’s also worth seeking out the same information from other sources and cross-checking. And when in doubt, speaking to your GP or pharmacist remains one of the simplest ways to obtain reliable guidance from a trusted healthcare professional.

Building our “information immunity” — much like our biological immune system, which helps us recognise and respond to harmful threats — requires a collective effort. Patients, in particular, have a central role to play by becoming active participants in their own healthcare and taking greater ownership of the issues that affect their health.

Pink October isn’t just about raising awareness; it’s a chance to promote good individual and collective habits that can help us navigate misinformation more effectively and, ultimately, save lives.