Successful communication for the cure: Collaborating for culturally competent breast health education

African American women in Susan G. Komen Foundations’ Lubbock affiliate area have significantly higher breast cancer mortality rates than all other ethnicities. An in-depth investigation of this specific population in rural West Texas revealed challenges that should be addressed in order to achieve more culturally competent breast health campaigning that increases awareness and lowers perceived barriers among this population. The author conducted four focus groups to ask questions regarding women’s current levels of awareness, perceived barriers, media preferences and cultural ideals pertaining to general health and breast health. Findings both congruent and contrary to the existing literature suggest a population that welcomes improved breast health information and resources. Health communicators should work to increase levels of breast cancer salience in order to decrease mortality rates among rural African American women.