October whispers a bold message: ‘Think Pink, Act Now!’ — a call to arms that ushers in Breast Cancer Awareness Month with a powerful theme, ‘Keeping Her in the Picture.’

This powerful statement calls upon everyone to play a crucial role in the fight against breast cancer, ensuring that women around the world remain at the forefront of the battle for health, awareness, and early detection.

Breast cancer is a relentless foe, with abnormal cells taking root and forming tumours that, if unchecked, can spread perilously throughout the body. Originating in the milk ducts or lobules, this disease demands vigilant attention and a comprehensive approach to treatment.

In 2020 alone, 2.3 million women faced the frightening breast cancer diagnosis, resulting in 685,000 heartbreaking fatalities worldwide. At the close of the same year, 7.8 million women battled the aftermath of this disease, underscoring the urgent need for heightened awareness, early intervention, and accessible treatments.

Yet, amidst this daunting panorama, there is hope etched in the history of progress. The 1990s marked a shift from stagnant breast cancer mortality rates to a period of improvement, fueled by early detection programs twined with comprehensive treatment initiatives.

Breast cancer doesn’t discriminate, but certain factors increase vulnerability. Understanding who is at risk is crucial in the fight against breast cancer. While female gender is the strongest risk factor, approximately 0.5–1% of cases affect men.

Age, obesity, alcohol use, family history, radiation exposure, reproductive factors, tobacco use, and postmenopausal hormone therapy all contribute to varying degrees. Notably, half of breast cancers develop in women without identifiable risk factors beyond being female and over 40 years old.

Genetic mutations, particularly in the BRCA1, BRCA2, and PALB-2 genes, significantly elevate the risk, prompting consideration of risk reduction strategies such as surgical removal of both breasts. The first whispers of breast cancer often go unnoticed, silent brushstrokes that, when discovered, may have already cascaded into a symphony of symptoms. A lump, changes in size or appearance, skin alterations—these are the subtle cues demanding attention.

Early detection is a beacon of hope. Most lumps are benign, but the key to victory lies in identifying and addressing them before they metastasise, embarking on a journey of survival and triumph.

The treatment symphony echoes through surgeries, radiation, and medications, each note carefully composed to harmonise with the specific cancer subtype. The crescendo of surgeries, from lumpectomies to mastectomies, aims to eliminate invasive brushstrokes.

Radiation therapy, a powerful chord, eradicates residual cancer, preventing its haunting return. Medications, the crescendo of the ensemble, range from hormone therapies to targeted biological agents tailored to extinguish the cancerous flames.

Amidst the shadows, there’s a glimmer of hope on the global horizon. Breast cancer mortality in high-income countries has dropped by 40% between the 1980s and 2020. Annual reductions of 2–4% showcase the success of strategic approaches, underscoring the importance of health system strengthening and comprehensive cancer management.

As Breast Cancer Awareness Month unfurls, the World Health Organization’s Global Breast Cancer Initiative (GBCI) sets a lofty goal: reducing global breast cancer mortality by 2.5% annually and averting 2.5 million deaths by 2040. The pillars of this initiative—health promotion, timely diagnosis, and comprehensive management—echo through the theme, urging us to keep every woman in the picture.

In this evolving narrative, education emerges as a powerful protagonist. Public awareness and health worker education amplify the voices of women, ensuring they are heard, understood, and swiftly guided through diagnostics and treatments. Breast cancer, an ‘index’ disease, becomes a pathway illuminating the management of other afflictions.

As we celebrate Breast Cancer Awareness Month 2023, let’s recognise the power of awareness in fostering change. Public education, coupled with health worker training, can lead to early detection and intervention, even in the absence of widespread screening tools.

Let’s unite in every shade of pink to paint a world where breast cancer is not a sentence but a challenge to overcome. Together, we stand resilient, raising awareness, fostering hope, and paving the way for a healthier and brighter future for every woman, everywhere. By keeping her in the picture, we ensure a future where breast cancer is not a silent intruder but a conquerable foe.