OCTOBER is observed globally as Breast Cancer Awareness Month, providing an opportunity to focus attention on one of the most important health challenges affecting women worldwide. The World Health Organization’s 2026 theme, “Every story is unique, every journey matters,” highlights the individual experiences of people affected by breast cancer and the importance of equitable access to timely, quality care.
The global burden remains substantial. WHO reports that an estimated 2.4 million women were diagnosed with breast cancer in 2024, while approximately 694,000 women died from the disease. At the end of 2024, an estimated 8.2 million women were living with breast cancer. Breast cancer was the most commonly diagnosed cancer among women in 164 of 186 countries in 2024.
Breast cancer can occur at any age after puberty, although the risk increases with age. Importantly, WHO estimates that approximately 80% of breast cancers occur in women without a specific risk factor other than being female and increasing age. A family history can increase risk, but the absence of such a history does not eliminate the possibility of developing the disease.
Pakistan also faces a significant burden. On 1 October 2026, Shaukat Khanum Memorial Cancer Hospital and Research Centres reported, citing WHO estimates, that nearly 44,000 new breast cancer cases occur annually in Pakistan, making breast cancer the country’s most common cancer. The figure highlights the need for sustained awareness, early recognition and timely access to appropriate diagnostic and treatment services.
A new lump or thickening in the breast, a change in breast size or shape, changes in the skin or nipple or unusual nipple discharge should not be ignored. These signs do not necessarily indicate cancer, but they should prompt appropriate medical assessment. Early recognition can help people reach diagnostic services sooner and increase the opportunity for effective treatment.
The consequences of delayed diagnosis are reflected in major differences in survival between countries. WHO reports that approximately 41.9% of women in low-income countries are expected to survive breast cancer for at least five years, compared with about 87% in high-income countries. Around 70% of breast cancer deaths occur in low- and middle-income countries, where barriers to early diagnosis and comprehensive treatment remain greater.
WHO’s Global Breast Cancer Initiative seeks to reduce these inequalities through three major targets: at least 60% of invasive breast cancers diagnosed at stage I or II, diagnosis within 60 days of first presentation or detection of symptoms and at least 80% of diagnosed patients receiving complete recommended treatment. WHO also aims to reduce global breast cancer mortality by 2.5% annually, potentially preventing 2.5 million deaths by 2040.
For Pakistan, the challenge is therefore not simply to observe October with awareness messages. Awareness must translate into early recognition, timely medical consultation, accurate diagnosis, appropriate referral and uninterrupted treatment. These efforts should reach women in major cities as well as those living in rural and underserved communities.
Breast cancer awareness should also include men. Although uncommon, approximately 0.5–1% of breast cancers occur in men and unusual breast changes in men should likewise receive medical evaluation. This October, the message should be straightforward: know your normal, recognize changes, seek medical advice promptly and support people undergoing treatment. Awareness is the beginning—but early action can change the outcome.
—The writer is public health consultant, based in Islamabad.
