With the help of renowned broadcaster and fashion expert Jeanne Beker, the Canadian Cancer Society has introduced the Thingamaboob to raise awareness of the importance of screening in the early detection of breast cancer.

"The Thingamaboob is a practical yet stylish reminder for women about the importance of taking control of their breast health," says Beker. "The decorative charm with the catchy name is an appealing way to not only promote awareness about a serious disease but also raise funds for important cancer research and community services."

Made of clear and pink beads that represent the different lump sizes that can be detected through a variety of breast-screening methods, the Thingamaboob illustrates the following:

- The smallest beads represent the average size lump found by getting regular mammograms.
- The third largest bead shows women the average size lump found by their first mammogram.
- The second largest bead shows the average size lump found by a clinical breast examination by a healthcare professional.
- The largest bead shows the average size lump found by women performing regular breast self-examinations.

"We hope the Thingamaboob helps women understand in a tangible way how important it is to take steps to protect their breast health," says Sylvia Leonard, Senior Director, Cancer Control, Canadian Cancer Society, Ontario Division.

The Thingamaboob can be used as an ornamental keychain or placed in an easily seen area of the household to serve as a daily reminder. The accessory comes with a pamphlet covering breast health information, including the Society's breast cancer screening guidelines.

"The mortality from breast cancer has been decreasing during the past decade," says Dr. Rene Shumak, Radiologist-in-Chief, Ontario Breast Screening Program, Cancer Care Ontario. "There is no doubt that a significant reason for this decline is earlier detection of breast cancer. Regular breast cancer screening is so important. When breast cancer is detected early, there are better treatment options and a greater chance for a successful recovery. Women should be proactive in learning about breast health and should visit their doctors to discuss their own risk factors and their best method of breast cancer screening."

Breast cancer is the most commonly diagnosed cancer in women and the second most common cause of cancer death. A woman has a 1 in 9 chance of developing breast cancer in her lifetime. In 2005, an estimated 21,600 Canadian women will be diagnosed with breast cancer (8,200 in Ontario) and an estimated 5,300 women will die of the disease (2,000 in Ontario). Breast screening and better treatments are helping to lower the death rate from cancer.

The Thingamaboob is available for $5 at Canadian Cancer Society unit offices in Ontario. To find a unit office, visit www.cancer.ca or call the toll-free Cancer Information Service at 1 888 939-3333. Money raised from sales of the Thingamaboob will fund leading-edge cancer research and community support services for people living with cancer and their families. 

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