Pink October - Prevention as an act of awareness and shared care

Every year, the month of October turns pink to remind us how essential prevention and awareness are in the fight against breast cancer. But making prevention truly effective requires more than just screenings: it demands building trust, understanding, and dialogue.

We discussed this with Serena Petrocchi, Lecturer and Researcher (Maître d'Enseignement et de Recherche) at the Faculty of Biomedical Sciences of the University of Lugano (USI), affiliated with the Institute of Family Medicine in Lugano and author of a study exploring the link between communication, psychology, and adherence to prevention programs.

Serena holds a master's degree in Psychology and a PhD in Psychology from the Catholic University of the Sacred Heart in Milan. She is the coordinator of the master's program in cognitive psychology in health communication, where she also teaches. Her research interests focus on the psychological determinants of decision-making in healthcare, as well as aspects of doctor-patient communication that promote patient health and adherence to medical regimens, in addition to the adoption of preventive behaviors.

Prevention does not just mean offering a screening, but building awareness and understanding. Talking about prevention inclusively means recognizing that health belongs to everyone.

Every year, October turns pink and reignites attention on breast cancer prevention, one of the most common cancers among women. It is well known that for women over 50, national free screening programs exist, based on biennial mammography and recommended by international guidelines. Yet, many women do not regularly participate in these screening programs.

The reasons are often not medical, but psychological: fear of the test result, anxiety about the procedure—perceived as painful or invasive—negative past experiences, or distrust in the healthcare system, fueled by feelings of disorganization or lack of attention. Added to this are impersonal prevention messages that fail to truly reach people.

These considerations remind us that prevention does not arise from a single invitation, but from education built over time. Creating trust, awareness, and familiarity with health topics means educating on preventive behaviors “from afar”, fostering a culture of self-care.

For women under 50, this education becomes even more crucial: it is based on awareness of their own body, attention to early signs, dialogue with their family doctor, and knowledge of their family history.

In this context, psychology plays a decisive role. Serena Petrocchi’s study is a concrete example: it shows how empathetic, clear, and personalized communication can overcome emotional barriers and promote more conscious and lasting preventive behaviors.

Technology can also contribute if designed with empathy. Dedicated digital applications can provide clear information, emotional support, and personalized pathways, helping create a calmer and more informed relationship with prevention.

Finally, breast cancer prevention truly becomes “multicolor” when we recognize that it is not only about women. Men can also develop breast cancer, particularly if they carry genetic mutations, but they remain poorly informed and rarely guided to genetic counseling pathways.

Talking about prevention inclusively means overcoming stereotypes and ensuring equal health opportunities for everyone. Because prevention, before being a screening, is an act of care for oneself and for the community.

References

• Petrocchi, S., Ludolph, R., Labrie, N. H., & Schulz, P. (2020). Application of the theory of regulatory fit to promote adherence to evidence-based breast cancer screening recommendations: experimental versus longitudinal evidence. BMJ open, 10(11), e037748. doi: 10.1136/bmjopen-2020-037748
• Petrocchi, S., Filipponi, C., Montagna, G., Bonollo, M., Pagani, O., & Meani, F. (2021). A breast cancer smartphone app to navigate the breast cancer journey: mixed methods study. JMIR Formative Research, 5(5), e28668.doi: 10.2196/28668
• Ongaro, G., Petrocchi, S., Calvello, M., Bonanni, B., Feroce, I., & Pravettoni, G. (2025). Can Family Motivation Enhance Men’s Uptake of Cascade Screening for Familial BRCA1/2 Mutations?. American Journal of Men's Health, 19(4), 15579883251343962.
• Ongaro, G., Petrocchi, S., Calvello, M., Bonanni, B., Feroce, I., & Pravettoni, G. (2022). Psychological determinants of men’s adherence to Cascade Screening for BRCA1/2. Current Oncology, 29(4), 2490-2503.. doi: 10.3390/curroncol29040203