Abstract
The study was aimed at scrutinizing the effects of the Public Service Awareness Messages about breast cancer detection among women in terms of developing precautionary measures for the life-threatening disease in order to fight against it before time. Breast Cancer is the most common cancer among the women around the world and especially in Pakistan. The study has been carried out with a survey with 300 women of Lahore, Pakistan and found that Public Service Awareness Messages have been significantly perceived by them. PSAMs are important tool for providing information and spreading awareness regarding the disease. The fear appeal of the messages changed the behavior of the viewers for taking precautionary measures. Public Service Awareness Messages regarding healthcare make people conscious about their health and they believe that precautionary measures can prevent the dreadful comings of this disease.
Moneeba Iftikhar, Zahid Yousaf. (2020) Role of Public Service Awareness Messages in Developing Precautionary Attitude towards Breast Cancer Detection Among Pakistani Women, Pakistan Journal of Gender Studies, Vol. 20, Issue 2.
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