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This descriptive study set out to verify the Kenyan women’s knowledge of the various risk factors associated with breast cancer, their preferred framing of the breast cancer messages and their preferred channels for receiving those messages. Three hundred and ninety-three (393) women aged 20-64 years from the Kisumu County of Western Kenya were interviewed using a semi-structured questionnaire and analysed using descriptive statistics. Findings revealed that (a) information deficiencies in relation to breast cancer is a factor that needs to be addressed, (b) gain, loss and mixed frames are used and (c) the most preferred sources of information were radio and health facility personnel and, to a low extent the internet and television. The study recommends that it is prudent for the women to voluntarily seek the right information for them to make informed decisions regarding preventive breast cancer measures. Further, cancer risk communicators need to develop frames that revolve around symptoms and risk factors, and use the most preferred channels side by side to reinforce strengths associated with each. Internet and television among the rural women are of low use, calling for the collaborated efforts amongst development partners including the women to boost the level of their usage.
Keywords: framing messages, communication channels, breast cancer screening measures