Uncovering Myths about Breast Cancer:
Nearly One Quarter (22%) of Canadian Women Believe Antiperspirant or Deodorant Can Cause Breast Cancer

Toronto, ON - There appears to be some myths about breast cancer circulating among women in Ontario, according to a new Ipsos Reid poll of women aged 18 to 69 conducted on behalf of the Canadian Cancer Society. Nearly one quarter of women (22%) - including 30% of those aged 18 to 29 - believe that antiperspirants or deodorants can cause breast cancer. Other myths that some Canadian women believe to be true include:

• One in ten (7%) believe that small-breasted women have less chance of developing breast cancer.
• One in ten (7%) believe that underwire bras can cause breast cancer, with 11% of those aged 18 to 29 believing this to be true.
• Three percent (3%) believe it to be true that a lump in the breast is always breast cancer.

While a slim majority (54%) of women in Ontario believe that a mammogram is the best way to check for breast cancer, women appear to be split on whether a mammogram, checking one's own breasts (34%), a physical examination by a doctor (11%) or some other method (1%) is the best way to check for breast cancer. Interestingly, women aged 60-69 (60%) and 50-59 (59%) are the most likely to say a mammogram is the best way, but one quarter (25%) of those aged 18 to 29 believe a physical examination from a doctor is the best way.

Ontario women, overall, appear to be unsure about when a woman at average risk of breast cancer (i.e. no family history) should begin to start regular mammogram screening. Four in ten (42%) believe regular screening should start between the age of 40 and 49, three in ten (32%) believe it should start between the ages of 50 and 59. Two in ten (16%) think screening should begin between the ages of 30 and 39, while one in ten (10%) believe regular screening should commence as early as aged 20 to 29.

Belief varies greatly based on one's age. For example, Ontarians aged 18 to 29 are heavily split on whether screening should begin in their 40's (37%), 30's (24%) or 20's (32%). Those aged 30 to 39 are more likely to lean toward their 40's (50%), instead of their 30's (23%) or 50's (23%). In general, the older you are, the more likely you are to believe that regular screening should begin later in life.

Among women aged 50 to 69, the data reveal that nearly two in ten (16%) indicate that there are barriers that prevent them from getting screened for breast cancer, although this is split between 21% of 50-59 year olds and 9% of 60 to 69 year old women. Some say that they are afraid (6%) to get screened, or that breast screening services do not meet their needs (6%), while others say they don't know if they need to get tested (4%), and 3% claim they don' have the time to get tested (3%). Eight in ten (84%), however, say that nothing prevents them from getting screened regularly.

These are some of the findings of an Ipsos Reid poll conducted between August 27 and Sep 7, 2012, on behalf of the Canadian Cancer Society. For the survey, a sample of 1,223 women aged 18 to 69 in Ontario from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics to ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of +/- 3.2 percentage points for Canadian women, aged 18-69, in Ontario. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error. For more information on how to credibility intervals, please visit the Ipsos website at http://ipsos-na.com/dl/pdf/research/public-affairs/IpsosPA_CredibilityIntervals.pdf.

For more information on this news release, please contact:

Sean Simpson
Associate Vice President
Ipsos Reid Public Affairs
416.572.4474
[email protected]

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world's third largest market research company.

With offices in 84 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of e1,363 billion (1.897 billion USD) in 2011.

Visit www.ipsos-na.com to learn more about Ipsos' offerings and capabilities.