Change in Communities: Health Inequalities

In  a recent blog for Ethnic Minority Cancer Awareness Month, we introduced Azra, our Health Inequalities and Community Engagement Officer, whose work is instrumental in bridging the gap between healthcare services and the communities that are often under-served.

As a passionate outreach specialist, Azra’s role extends far beyond sharing information, it’s about building trust, challenging misconceptions, and creating relaxed, friendly atmospheres where women feel comfortable to speak freely without judgement. Her deep understanding of the communities she serves is helping to reshape how breast cancer outreach and awareness is delivered, ensuring that no one is left behind.

In this blog, we take a closer look at the heart of Azra’s work, moments that define her impact, and the reason her work continues to inspire change.

How do you build trust with communities that may be hesitant to engage with healthcare services?

Nobody is hard to reach – you just need to know where to look. The key is approaching the communities through a conduit who they trust. I reach out to existing community organisations who serve women, particularly from diverse communities, in areas where there is a low breast screening uptake and where there may be additional barriers such as language, a lack of understanding or stigmas around breast cancer.

It is important to acknowledge the health inequalities that the women have experienced instead of making excuses. My approach is about more than just leaflets and checklists. It’s about listening, and it’s about creating a comfortable environment where people feel seen, heard and valued.  It’s about empowering women to take control of their health and to put themselves first. I also encourage them to support each other to get to breast screening appointments or to visit their GP with concerning symptoms as often the first step is telling someone you trust.

How do you tailor your breast cancer outreach approach to different cultural or community needs?

I collaborate with local faith groups, community leaders, and cultural organisations to ensure our messaging is respectful, inclusive, and resonates with the diverse communities we serve. I work with the group prior to my visit to find out about the women and the best style in which to deliver a talk- this allows me to make bespoke interventions tailored to the needs of that community. Sometimes it is preferable to have a horseshoe style set up which is more informal and encourages dialogue. In other organisations, delivering a formal presentation is preferred and so I will accommodate this and adapt my slides for that audience. I use simple language and speak in Urdu and Punjabi when necessary, so that information does not get lost in translation.

I’ve had the privilege of partnering with Lorraine Turner, a Consultant Advanced Nurse Practitioner specialising in breast oncology clinical trials. Lorraine is currently pursuing a PhD focused on understanding the perceptions of breast cancer and the barriers to clinical trial participation among Muslim women, who are less likely to participate. Together, we deliver joint outreach interventions that not only raise awareness but also enhance the experience for participants. Having Lorraine present means women can get immediate, trusted answers to their medical questions, which helps build confidence and trust in the information being shared.

What are some common myths or fears about breast screening that you encounter, and how do you address them?

Some women are hesitant due to fear of the unknown, so I explain the whole procedure and play an animation which shows how breast screening is performed. I explain what a mammogram is, and that all the staff in the breast screening service are female. Another issue that comes up is the fear of radiation from the X-rays so I inform the women that it has been estimated that an individual would need to undergo 25,000 mammograms to produce a breast cancer. I also work with the Breast Screening Programme Cancer Screening Improvement Leads to show women around the breast screening mobile unit so they can see the equipment and ask questions to the staff.

Can you share a story or moment that really stands out from your outreach work?

A woman was so concerned about the stigma within her community of her breast cancer diagnosis that she didn’t even tell her children. I found this devastating because this woman was not receiving the emotional or social support that she deserved. I connected her with a Muslim Cancer Support Group based at Maggie’s, which I work closely with to help raise awareness of the vital support they offer. I was part of the co-creative committee focused on shaping the promotional strategy and community outreach for the group. It’s been a rewarding experience and has led to ongoing collaborative work with the Patient Experience Manager at The Christie.

What kind of feedback have you received from the women you’ve worked with?

Many have told me how reassuring it is to speak with someone who understands their language – not just linguistically, but culturally too.  One woman told me she’d been hesitant to attend because she was tired of breast awareness sessions that simply handed out leaflets and asked people to fill in questionnaires. She said my session felt different- more personal and engaging. She especially appreciated the visual tools, like the synthetic breast model I bring along to demonstrate how to check for signs of breast cancer.

Azra’s work is a powerful reminder that meaningful change begins with listening and understanding. By building trust, challenging stigma, and tailoring her approach to the unique needs of each community, she is helping to dismantle the barriers that prevent too many women from accessing life-saving information and care.

As we continue our mission to ensure no one is left behind, Azra stands as a shining example of what’s possible when compassion and community come together.

Discover more about Azra’s role and learn more about Prevent Breast Cancer’s Outreach and Awareness activities.