As part of Breast Cancer Awareness Month, the NHS Black Country Integrated Care Board (ICB) took to the airwaves to raise vital awareness about the signs and symptoms of breast cancer among South Asian communities.
On Saturday 11 October 2025, a live one-hour segment on Punjabi Broadcast Channel (Channel 768) reached an estimated 40,000 viewers across the UK, providing crucial information about early detection, regular self-checks, and the importance of attending NHS breast screening appointments.
The show, broadcast in Punjabi, offered a culturally relevant platform to engage directly with viewers, many of whom may not otherwise access mainstream health campaigns. It focused on encouraging open conversations about breast health and dispelling common myths that can prevent people from seeking help early.
During the broadcast, Abda Aslam, Involvement specialist for the Wolverhampton Cancer Programme at NHS Black Country ICB, spoke to listeners in Punjabi to ensure messages were accessible and culturally meaningful. She explained the key signs and symptoms of breast cancer, the importance of regular checks, and how early detection can save lives. By addressing common concerns and misconceptions, Abda helped empower viewers to take proactive steps towards their health.
Viewers learned key facts such as that 1 in 7 women in the UK will be diagnosed with breast cancer in their lifetime, and that early detection significantly improves treatment outcomes. The discussion also highlighted the importance of noticing changes such as lumps, skin dimpling, nipple discharge, or pain and speaking to a GP promptly if any symptoms appear.
One viewer commented, “Everyone nowadays should keep up with the times and get screenings done.” This message of proactive health care resonated strongly within the community.
Following the programme, a viewer from Wolverhampton contacted the NHS Black Country ICB team to seek further support after a recent diagnosis. She was signposted to Living With and Beyond Cancer services available locally for both herself and her family - an example of how targeted outreach can make a real difference.
The initiative forms part of the ICB’s ongoing commitment to improving cancer awareness and screening uptake across all communities, with particular focus on those historically underrepresented in health campaigns.
For more information about breast cancer awareness and local support services, visit www.blackcountry.icb.nhs.uk/your-health/health-advice/cancer
To watch the show: https://youtu.be/54IhZdL9nAU
