Breast cancer is a formidable health threat in Malaysia, and is the most common cancer for Malaysian women with an incidence rate of 38.9 per 100,000 in the 2017-2021 period. This preliminary study used the Extended Parallel Process Model (EPPM) to explore how breast cancer information presented in a poster influenced fear control and danger control responses. Semi-structured interviews were conducted with three female participants aged 30 to 64, who were asked about their fear of breast cancer before and after viewing a poster produced by the Malaysia National Cancer Institute. The results showed a predominance of fear control responses, characterised by defensive avoidance, superficial understanding, and downplaying of risk despite not undergoing medical check-ups. Participants often cited financial concerns and only thought about breast cancer when triggered by external stimuli such as posters. In contrast, danger control responses were less frequent. Danger control responses took the form of acknowledging the severity of breast cancer, understanding the importance of early detection, and making lifestyle changes to reduce risk. However, participants displayed varying levels of confidence in their ability to take preventive measures. This study highlights the need for more effective communication strategies to enhance awareness and encourage proactive measures against breast cancer, addressing both fear control and danger control mechanisms to improve public health outcomes.

Monica Kah-Pei Liaw completed her Masters in Applied Linguistics from Universiti Malaysia Sarawak, Malaysia. She is a teacher at the Borneo International School, Kuching, Sarawak. She is currently pursuing her Ph.D at the Faculty of Education, Language and Communication, Universiti Malaysia Sarawak, Malaysia. She has six publications that have been cited 11 times, and her publication h-index is 2. Her research interests are in health metaphors, and cancer narratives.