Change of route - reaching Haredi women to improve breast cancer outcomes for CoppaFeel!

Ashkenazi women have a significantly higher risk of carrying the BRCA1 or BRCA2 gene mutations compared to the general population, putting them at increased risk of developing breast cancer.   

Existing campaigns to encourage women to check regularly for concerning signs are unlikely to engage members of the Haredi (ultra-orthodox Jewish) community, who rarely consume mainstream media or spend time online. CoppaFeel! wanted to work with the community to co-design a bespoke, culturally sensitive initiative to encourage younger Haredi women to regularly check themselves for potential signs.  

Claremont gathered insights through stakeholder interviews with relevant community organisations including Acheinu Cancer Support (ACS), Interlink and the Jewish Community Council of Gateshead, before running a co-design session to explore potential routes with nine women from the Haredi community.  

“Claremont worked authentically and carefully throughout our project with the Haredi community. I’m really impressed with the outcome and think it’s such a blueprint for how to work meaningfully with marginalised communities.”

Phoebe Lazell – Senior Inclusion and Engagement Manager, CoppaFeel!

The discovery phase confirmed the need for discreet, positive, and locally relevant materials, with a preference for English language and minimal imagery. Women wanted clear, honest information about breast cancer, signs, symptoms, and genetic risk, with local statistics and testimonials for reassurance.  

Important trusted messengers and channels were identified, including kallah teachers who help women to prepare for marriage, mother and baby units that are widely used to recuperate after giving birth, and mikvehs – ritual baths visited each month. Working with the support of these groups we heard above all that materials need to feel authentically community-generated.    

A bespoke leaflet is under development in collaboration with a designer from within the community, featuring the endorsement of relevant community stakeholder organisations including the Haredi Women’s Health Alliance. This leaflet will be distributed in mother and baby units and mikvehs, ensuring it reaches women at timely moments in a culturally appropriate manner.  

This collaborative, insight-driven approach has fostered trust and engagement, laying the groundwork for impactful, sustainable health communication within the Haredi community.