Breast cancer in China is being publicly targeted by womens organisations, Government health agencies and hospitals. In 1998 Tianjin Medical University Cancer Institute and Hospital set up a breast cancer department. Research into prevention and treatment continues throughout China. The largest challenge for those combatting breast cancer is in the minds of women, aged 35-54, who are prone to breast cancer but are not likely to talk about the disease openly. With this in mind a number of campaigns have been launched.
In 2005 a controversial print campaign was launched in Trends Health, a fashionable Chinese health magazine, featuring well known Chinese models posing nude for a shoot with pink ribbon. The tagline, “Love Our Breasts, Love Ourselves”, was designed to encourage women to take their health seriously. Actresses featured in the cover photo were Li Bingbing, Christy Chung and Wu Junmei (also known as Vivian Wu).