Why Support Can’t Stop in October for Rural New Brunswick
Every October, New Brunswick like the rest of Canada, turns pink. Ribbons decorate pins and flood social media pages with hashtags for breast cancer awareness. The energy and support reflect a month of unity and visibility for conversations about breast cancer.
But when the month ends the widespread awareness fades and the spotlight moves on. Yet for countless women in New Brunswick, the fight does not. Each year, around 625 women are diagnosed, and about 125 die from the disease, according to provincial health data.
Breast cancer remains the most commonly diagnosed cancer among Canadian women and the second leading cause of cancer-related death, according to the Public Health Agency of Canada. These statistics remind us that breast cancer continues to affect and take lives long after October’s campaigns are over.
Research also suggests that this drop in attention is measurable. A study published in Cancer Journal of the Internet and Media named “Influence of Breast Cancer Awareness Month on Public Interest of Breast Cancer in High-Income Countries Between 2012 and 2022: Google Trends Analysis” by Ramadan et al., found that over a ten-year period, Canada showed a consistent and distinct peak in October, with other months lagging behind.
Additionally, over the decade as a whole, there was a gradual decline in weekly search interest, indicating that overall public engagement has been slowly dropping as well.
A major reason for this spike in attention is that October has long been known as Breast Cancer Awareness Month. A global campaign dedicated to increasing early detection and timely diagnoses.
According to the World Health Organization, October serves as a coordinated movement for governments, health agencies and advocacy groups to magnify education and support, especially since low awareness remains a significant barrier to early care worldwide.
But even with October’s concentrated efforts, we’re left with the question of why our collective support falls so silent the rest of the year when breast cancer is so common.
The Limits of Seasonal Awareness
Breast cancer is not a one-month illness; detection, treatment and recovery are long, complex processes that can last months or years with challenges found in all areas of life.
The Canadian Breast Cancer Network (CBCN) highlights that many survivors face financial burdens from transportation, housing accommodations, child-care and treatment not covered by healthcare.
Additionally, they also carry the lasting social and emotional impact of cancer on work, daily life routines and relationships. For women in New Brunswick, especially those in rural communities, these struggles are magnified.
With 18.2% of New Brunswick’s population living in rural communities (higher than the Canadian national average of 15.6% according to the Government of New Brunswick), women in theprovince face unique struggles.
Long travel times for screenings, treatments, and follow-up care, combined with fewer local support networks, mean that women in rural New Brunswick often need more consistent, year-round support than elsewhere in Canada.
Without it, they risk feeling isolated and under-resourced when they need help most.
Local Charities Providing Continuous Support
Thankfully, New Brunswick has dedicated organizations like the New Brunswick Breast and Women’s Cancer Partnership (NBWBCP) and the New Brunswick Breast Cancer Network (NBBCN) that provide year-round support for women affected by breast cancer.
They provide countless resources, including peer mentorship, education, financial support and more. These groups ensure that women, especially those in rural or underserved communities, are not left behind once October ends.
Keeping the Conversation Going
October’s pink ribbons are powerful and make an undeniable impact for breast cancer awareness and support, but this compassion shouldn’t stop when the month ends.
Supporting women with breast cancer means committing to consistent care, advocacy and funding, even when it’s not trending online.
One way to keep public engagement is to continue talking about breast cancer and those affected by it. This involves sharing survivor experiences, promoting regular screening reminders and highlighting the realities of treatment throughout the year.
These things help keep the issue out in the open and remind people that breast cancer affects countless lives every day, not just in the fall.
Additionally, organizations and communities can keep the movement going by hosting year-round initiatives such as educational workshops, continuing fundraising efforts, and maintaining regular communication with the public through social media and community events.
Keeping these support services active and visible throughout the year helps ensure that women don’t feel forgotten when the pink ribbons come down.
You can help by volunteering with local organizations, donating to sustain year-round programs, or simply starting conversations about breast cancer outside of October.
Breast cancer doesn’t stop after October. Neither should our care.
About the Writer: Nayani Abeysekera is a third-year Life Sciences student at the University of Toronto, double majoring in Psychology and Human Biology. Ever since she learned to write, storytelling has been her favourite way to make sense of the world. Passionate about women’s health, mental health, and community well-being, Nayani combines research and empathy to share stories that comfort, challenge, and connect.
