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Evocative 2025 Breast Cancer Awareness Campaign Tackles Misinformation and Declining Mammogram Rates


News provided by

Princeton Radiology

Oct 13, 2025, 13:41 ET

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PRINCETON, N.J., Oct. 13, 2025 /PRNewswire/ -- "We see hundreds of marketing messages daily while driving, scrolling, opening the mail," said Jonathan Lebowitz, M.D., President of Princeton Radiology, which owns and operates imaging centers in New Jersey and Pennsylvania. "When combined with rapidly spreading misinformation, it's difficult for potentially lifesaving facts to get through, especially when it comes to women."

Women across New Jersey and Greater Philadelphia may encounter a surprising message from Princeton Radiology this month: "It's smart to go topless here once a year."

The bold headline is the centerpiece of Princeton Radiology's Breast Cancer Awareness campaign to underscore a critical point: women 40 and over should stay current with potentially lifesaving screening mammograms in a climate of utilization rates that remain below their historical peak.

Common misconceptions include fears that mammograms are dangerous, painful, or unreliable. Many are also unaware that potentially more lethal breast cancer can affect women in their 20s and 30s, often due to risk factors that warrant screening before age 40.

"Misinformation can be countered," Dr. Lebowitz said. "Evocative campaigns have succeeded—from this year's 'Your Attention, Please' Super Bowl spot to a pharmaceutical ad featuring a patient who introduces herself—and then introduces her breasts. While controversial, these campaigns spotlight critical concerns in women's health care."

Princeton Radiology's campaign, spanning digital and social media, community outreach, and referring physician education, uses a similarly evocative approach to highlight the lifesaving impact of early detection.

"Too often, misunderstandings lead to skipped mammograms—and lives at risk," Dr. Lebowitz said. "We aim to spark conversation, clarify facts, and reiterate that annual screenings save lives."

The campaign also emphasizes Princeton Radiology's SmartMamm®, combining AI-assisted 3D mammography with breast density information and a Claus-model breast cancer risk assessment for personalized care at no additional cost. The practice also provides related online resources, including a risk calculator and breast density education.

"Through this campaign, SmartMamm®, and community outreach, we hope to empower women, their physicians, and their support networks with information supporting smart healthcare choices," Dr. Lebowitz said.

About Princeton Radiology
For over 65 years, Princeton Radiology has been a regional leader in diagnostic imaging, providing patients and physicians with cutting-edge technology and comprehensive diagnostic services. With multiple locations across New Jersey and now Pennsylvania, Princeton Radiology remains committed to enhancing healthcare through the highest standards of patient care and imaging excellence. For more information, visit PrincetonRadiology.com.

Contact: Brigid Peterson
Marketing Coordinator
[email protected]

SOURCE Princeton Radiology

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