Canadian Cancer Society launches annual Thingamaboob awareness campaign

MONTREAL – It may have a silly name, but Quebec comedian Lise Dion and the Canadian Cancer Society are betting that “Thingamaboobs” can be a weapon against breast cancer.

The Thingamaboob is actually a keychain, that serves as a reminder for women to get regular mammograms.

It is also cleverly designed to explain the effectiveness of a screening mammogram: A small pink bead, shows the average size of a tumour discovered by a routine mammogram, whereas a large beige pearl reflects the size of a tumour discovered by women examining their own breasts.

Quebec’s funny lady became involved with the campaign because her own mother was diagnosed with breast cancer.

Dion says she constantly feared getting the disease herself and was terrified of getting a mammogram.

“Of course you’re afraid they’ll find a lump,” she said.” But this is about prevention.”

READ MORE:  Expert panel: Mammograms are most worth it for women 50-69

In 2015, an estimated 6,100 women in Quebec will be diagnosed with breast cancer, with 1,350 dying from the disease.

Since 1986, the death rate from breast cancer has dropped by 44 per cent because of  earlier diagnosis through mammograms and more effective treatments.

And while survival rates have improved over time, the five-year survival rate jumps from 88 per cent, to nearly 100 per cent when the tumour is discovered at the onset of the disease.

READ MORE: McGill clinical trial delivers hope to breast cancer patients

In Quebec, women aged between 50 and 69 years old receive a letter asking them join the Quebec Breast Cancer Screening Program (PQDCS), which offers free screening mammograms every two years.

Suzie Lamoureux received such a letter nine years ago.

“I went right away,” said Lamoureux “And they found a tumour which was quite big, but it wasn’t palpable.”

Lamoureux credits the program with saving her life.

“If it hadn’t been for that program, I might not be here,” she said.

Now she’s an ambassador for the Canadian Cancer Society and her job is to convince women to get screened regularly and to not be afraid.

“It’s a chance to save  your life,” she said. “It’s a chance to see your child grow.”

Tweet This Click to share quote on Twitter: "It's a chance to save  your life," she said. "It's a chance to see your child grow."

The keychains are available in Jean Coutu pharmacies across the province and sell for $5 each.

So far, more than $600,000 has been raised through the Thingamaboob campaign.