TOUCH, The Black Breast Cancer Alliance, Launches New Movement, For the Love of My Gurls, Focused on Young Black Women and Breast Health

WASHINGTON--(BUSINESS WIRE)--TOUCH, The Black Breast Cancer Alliance (TOUCHBBCA) announces the launch of For the Love of My Gurls, a new multi-media education platform targeting Black women ages 18-35 to bring attention and action to Black Breast Health. For the Love of My Gurls will join TOUCHBBCA with the Paul Mitchell Hair & Beauty Schools, HBCUs, and other breast cancer advocacy organizations to comprehensively promote informative materials to reach young women where they work, live, play, pray, and slay.

TOUCHBBCA developed For the Love of My Gurls in partnership with Bright Pink, who has 17 years experience in reaching young women with breast health education. The campaign’s educational resources and programs will focus on Black Breast Health, risk minimization, awareness, and action for young, Black women without a breast cancer diagnosis. The campaign is calling on young Black women to learn about Black Breast Health and why their needs are different, to unlock their HERstories (family health histories) and make checking their ‘gurls’ a routine in their daily lives.

Through digital initiatives and in-person events, For the Love of My Gurls will cover all topics related to Black Breast Health. The Doctor Is In will host a launch conversation on February 1st at 6pm ET, to be broadcast live on BlackDoctor.org’s Facebook. TOUCHBBCA’s new Black Breast Health web series, Pink Table Talk, will air live on Blackdoctor.org on Facebook the last Sunday of every month at 3pm ET.

“The numbers are staggering for Black women facing breast cancer,” says Ricki Fairley, CEO and Co-Founder of TOUCHBBCA. “Black women under 35 get breast cancer at two times the rate of white women and die at three times the rate, well before they would have their first mammograms. These numbers must change. In pursuit of our mission to eradicate Black Breast Cancer, we MUST equip and empower our community with information. As we did, with our successful When We Tri(al) Movement last year, we are going to launch this powerful initiative with surround-sound marketing leveraging all of our communication assets and a few new ones.”

As Black Breast Cancer is a different and distinctive disease state, Black Breast Health requires different and distinctive consideration and action. “We believe that young, Black women need more information about the risks of Black Breast Cancer much sooner, before breast cancer impacts their lives. For the Love of My Gurls can, and will, bridge that gap,” says Hayley Brown, TOUCHBBCA’s Director of Programs and Partnerships. The campaign was designed through a laser-targeted messaging lens and informed by TOUCHBBCA’s Young Women’s Advisory Board.

Until now, TOUCHBBCA has focused on supporting and promoting education to Breasties, women already impacted by breast cancer. With this campaign, they are giving young Black women an opportunity to take control of their breast health before they receive a diagnosis.

Visit loveofmygurls.org and follow on social media @loveofmygurls to learn more.

About TOUCH, The Black Breast Cancer Alliance

TOUCH, The Black Breast Cancer Alliance drives the collaborative efforts of patients, survivors, advocates, advocacy organizations, health care professionals, researchers, and pharmaceutical companies to work collectively, with accountability, towards the common goal of eradicating Black Breast Cancer. Though there are numerous breast cancer advocacy groups and stakeholders, there is a dire need to bring all patients, survivors, advocates, advocacy organizations, health care professionals, researchers, and pharmaceutical companies together to serve as allies to fight Black Breast Cancer.